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Victoria's Secret Is Seriously Scaling Back Its Apparel Offerings

Victoria's Secret clothes are not long for this world.
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While Victoria's Secret is best known as a lingerie brand, it also has a sizeable apparel business comprised of everything from jeans to coats to knits -- all sold online.

We've often wondered if the company would ever start selling its apparel in brick-and-mortar stores, but instead VS is doing the opposite: getting rid of it altogether. Well, most of it.

VS parent company L Brands tells us that it will stop producing "most wovens, outerwear, denim and some of the dress offering[s]." The company isn't getting rid of everything, though: Apparel "that more directly relate to Victoria’s Secret core offering -- primarily lounge and the beach lifestyle" will live on. So, pajamas, sweats and swim cover-ups. The phase-out will begin now and become most noticeable in the fall.

The news was first reported by WWD.

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We can see why VS would want to focus on what it sees as its core products. Though its apparel always looked pretty good, it also felt like an afterthought given all the attention and marketing surrounding its underwear. But the decision could come at a cost, like shrinking revenue, lost customers and layoffs. It's also a move away from being what most apparel companies aspire to be: a full lifestyle brand.

It's not the first time L Brands has cut down on its apparel business: Over the past 10 years, it has sold The Limited (which it launched), Express and Abercrombie & Fitch. And in 2009, Henri Bendel, which it still owns, stopped selling apparel.

Why? L Brands CEO Leslie H. Wexner has said he prefers customers' purchasing behavior around non-apparel categories. And it will give VS more resources to spend on what it does best: shooting supermodels out of their clothes, not in them.