Victoria Secret's Pink targets turnaround with relaunched loyalty program

By

Gabriella Lacombe

Published
Sep 10, 2018

After experiencing serious sales dips, the youth-focused line Victoria's Secret Pink will relaunch its loyalty program with a kickoff celebration in Chicago on September 22. In addition to the party, the brand will also launch a Pink Nation app and send out a fleet of Pink tour buses. 

The celebration will be the brand's largest public event, and will feature what Pink called "a major musical guest" and branded activities throughout the windy city.

Through the renewed Pink Nation app, members will have access to special discounts and offers, and have the option to play interactive games with other users to win weekly Pink gift cards. The app will also include features to connect women in college with nearby Pink Campus Reps; female students who acting as brand representatives on college campuses, catering to one of Pink's largest demographics. The new in-app games feature will 'instill a friendly sense of competition and community,' the brand said.

The move to update the loyalty programs comes after flagging sales at the brand's parent company, Columbus, Ohio-based apparel group L Brands. It reported second quarter net income of $99 million, down from $138.9 million a year earlier. Sales drops are attributed to the brand's heavily decorated lingerie no longer appealing to women in an increasingly comfort-focused lingerie market, with teens instead seeking out brands such as competitor Aerie, owned by American Eagle Outfitters.

A leadership change was also announced in August, with Pink CEO Denise Landman set to retire at the end of the year. Amy Hauk, chief merchant at Bath & Body Works, was announced as her replacement.