Even pink sales are also sagging Cheap Sexy Lingerie giant Victoria’s Secret

The company said on Thursday that the fast-paced teenage lingerie brand was easing off sales in Victoria’s clandestine shopfront and suddenly losing momentum during the holidays.

Without Pink’s upgrade, Victoria’s Secret’s same-store sales in North America fell 6% in the fourth quarter – astonish investors at its parent company L Brands.

A year ago, same-store sales fell 2%.

With the loss of both brands, shares of Columbus, Ohio, fell 13.9% to $ 42.49 – up from $ 1 billion in market capitalization.

L Brand’s total sales, including Bath & Body Works, increased 7.4% to 4.8 billion.

Dennis Landman, chief executive, said sales of nearly $ 3 billion in pink were “modestly up” for the quarter – as a result of the disappointing sales of casual wear.

Industry experts said that this is the pink company’s first sales season in 16 years, weak sales.

“We do have some fashion ideas,” Landman admitted. But she said, “We see signs that we can get our business back on track.”

Although Pink’s sales more than doubled in the past five years, analysts are concerned that the brand has become too promotional, suggesting it has already had a wall.

Randal Konik, an analyst with Jefferies, wrote: “Pink is reaching its peak,” he said, adding that the brand’s bra sale price is $ 3 compared to the traditional $ 2 price of $ 48.

Simeon Siegel, an analyst at Instinet-Nomura, said: “We have seen an increase in promotions for Pink’s apparel products and are concerned that missed and promotional signals are signals of growing growth.

Gabriella Santaniello, president of retail consultancy A Line Partners, said shoppers may have been turned off by the pink “bright and neon colors” of the holidays. Santaniello added that the Pink Spring Palette is softer.

Pink may also drain customers to Aerie’s teenage Cheap Sexy Lingerie brand Aerie, which has seen positive comparable sales for 14 consecutive quarters. Aerie’s marketing campaign features so-called “front-of-body” information and features women of ordinary appearance – in addition to spring activities, including gold medalist Aly Raisman.

“Pink does not have a resonating message,” Santarello said.