Victoria's Secret & Co. has announced that it's launching VS&Co-Lab, which is described as an inclusive shopping experience for all customers. VS&Co-Lab will be featured in a new section on the Victoria's Secret website, where it will showcase brands that align with its values of innovation and inclusivity. VSCO said it sees important growth potential through partnerships with innovative, relevant brands that can help extend the company's reach into category and consumer segments where it has historically been underrepresented.
Total Retail's Take: The apparel and lingerie retailer has worked hard in recent years to repair its image and present itself as a more inclusive brand. The launch of its curated marketplace, which features products from 19 brands, 75 percent of which are founded, owned or led by women, is another step in that direction. In addition, VSCO is looking to tap into the growth of online marketplaces, offering consumers a wide breadth of product from smaller brands that may be challenging to find on their own. By appealing to consumers' sense of values and integrity, as well as their penchant for convenience, VSCO is looking to take the next step forward in its transformation and turnaround.