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Dive Brief:
Victoria’s Secret’s Pink brand and LoveShackFancy are releasing a limited-edition collection, the two brands announced Wednesday. It will be available next week on both websites, in all LoveShackFancy and Pink stores, and at select global Pink locations.
Priced between $19.95 and $199.95, the collection features lounge sets, leggings, dresses, panties and accessories, and ranges from XXS to XXL in size.
To showcase the collection, Pink and LoveShackFancy will host a pop-up event in New York City on Tuesday before the official launch Wednesday. The two have also tapped “Gen Z favorites” including Coco Samone and Shannon Zhao, among others, to star in a promotional campaign sporting styles from the collection.
Dive Insight:
Pink’s limited-edition collection with LoveShackFancy is another bid for Gen Z, a priority of parent company Victoria’s Secret & Co.
In a Q3 earnings call late last year, CEO Hillary Super noted the company was focused on attracting Gen Z customers and had reshaped its stores to highlight the Pink brand, taking steps such as giving Pink more in-store space, displaying the brand more prominently and adding more apparel to its product assortment.
To that end, the LoveShackFancy collection offers “a fresh take on feminine fashion with a Gen Z twist,” per a company press release.
“The Pink x LoveShackFancy collection brings together the best of both brands — celebrating confidence-boosting style, friendship, fun, and of course, our shared love of pink,” Ali Dillon, president at Victoria’s Secret Pink, said in a statement. “We’re excited to offer fan-favorite styles with LoveShackFancy’s signature romantic twist and bring back nostalgic pieces from our archives.”
Financially, the collection comes amid a turnaround at Pink’s parent company. In a Q1 earnings report, Victoria’s Secret & Co. said net sales were flat compared to the year prior, and its comps dipped 1% year over year. However, the company’s net income rose to $2.8 million, up from its $2.5 million net loss last year.
“I continue to be really bullish on Pink,” Super said during the first-quarter earnings call with analysts, noting that the brand has “an incredible amount of runway.”
As the company courts Gen Z shoppers, the intimates retailer is also fending off investors seeking to take control of the brand. In May, the company implemented a limited-duration shareholder rights plan, otherwise known as a poison pill. It made the move after investment firm BBRC International purchased a “substantial” amount of Victoria’s Secret stock.