Online sales grew by more than 30% in the fourth quarter, but store sales slid by 6.1% year over year.
VictoriasSecret.com has modified its product merchandising in recent months to encourage purchases of coordinated apparel outfits. So far, items merchandised in sets are selling 10-30% more than when merchandised individually.
To help boost sales for this holiday season, VictoriasSecret.com has modified its product merchandising in recent months to encourage purchases of coordinated apparel outfits. So far, items merchandised in sets are selling 10-30% more than when merchandised separately, Ken Weil, vice president of new media for Victoria’s Secret, tells Internet Retailer. “We realized that women often like to shop for outfits,” he says.
VictoriasSecret.com, unlike its brick-and-mortar counterparts that focus primarily on lingerie, offers several apparel categories including sweaters, casual clothes, party dresses and sleepwear. Although most sales have historically been of individual items, the web site now offers several merchandising pages designed to promote sales of outfits and wardrobes, Weil says.
In its sleepwear section, for example, VictoriasSecret displays a coordinated set of pajamas, a robe and slippers, with each item identified by a number, 1, 2 or 3. The shopper can click on one or more of the numbers to purchase what she wants in a single “add to shopping cart” step. A navigation bar on the same page also lets shoppers look for other items in sleepwear and other categories.
The site is also promoting sales of wardrobes for multiple apparel categories. In its “clothing and trends” section, for instance, the first page emphasizes an image of a model showcasing the VictoriasSecret.com sweater line, but the page also features several smaller images designed to draw shoppers into complementary sections offering coordinated outfits. Clicking on an image of a model in a cocktail dress takes a shopper to a “holiday style” section that displays several coordinated outfits on a single page, for styles including semi-formal evening wear, business and casual apparel.