Victoria’s Secret beefs up marketing strategy

Shifting focus: People pass a Victoria’s Secret store in New York. The company is set to open 14 new stores in China this year. —AFP

Beijing: Victoria’s Secret, a leading US-based lingerie retailer that has been facing business as well as branding challenges in recent years, is strengthening its marketing efforts in China, betting on the country’s promising market.

The company plans to close 38 to 42 existing stores in the United States and open 14 new outlets in China, which is its largest market, this year. As of the beginning of 2024, the company operated 808 stores in the United States, according to its latest quarterly report.