Victoria’s Secret has officially put an end to their iconic print catalogs.
The company spent $125 million to $150 million a year alone to produce the catalog, but it wasn’t driving critical sales in return so they decided to forgo it.
Before officially making this decision, the company performed trial tests and eliminated the catalog in “two significant markets” for a year — they didn’t see any compelling drop in sales.
At one point, the print catalogs were the main driver in sales for Victoria’s Secret as many customers used to order lingerie by telephone. BuzzFeed also noted that it helped drive traffic to its stores and website.
As the younger generations are more drawn to online shopping and even furthering away from shopping in-store, catalogs don’t stand a chance at staying relevant. Although, many retailers continue to mail out print catalogs including J.Crew and West Elm.
If you still want to keep up with Victoria’s Secret catalogs, the company suggests keeping up to date with their social media channels.
What are your thoughts on this change? Let us know in the comments below!
xx, The FabFitFun Team
