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In 2016, direct sales only grew 1.6% and fell by 7.4% in the last quarter of the year, typically a high revenue period due to the holidays.

The company discontinued its use of a print catalog and dropped certain categories of clothing such as swimwear.

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This was followed in 2009 with several Victoria's Secret Travel and Tourism stores residing within airports outside the United States.

These include locations in Schiphol International Airport, The Netherlands.

In 2016, Victoria's Secret stopped selling swimwear, shoes, accessories and apparel that were only sold in online Victoria's Secret stores to stay more focused on the lingerie, fragrances and sleepwear that are still available in stores and online.

In 2017 Victoria's Secret began to put more emphasis on bralettes (bras without underwire, often intended to be worn visibly) and sports bras (under the Victoria Sport label) to appeal to a younger customer base.

Victoria's Secret transformed from "more burlesque than Main Street" to a mainstay that sold broadly accepted underwear.

The "new colors, patterns and styles that promised sexiness packaged in a tasteful, glamorous way and with the snob appeal of European luxury" meant to appeal to female buyers.and there will be further nationwide expansion across the United Kingdom.Victoria's Secret executive vice president and chief administrative officer Martyn R Redgrave told Women's Wear Daily "That's what we're looking to do as we expand, in the UK in particular, and those will be company-owned and operated".The "Secret" was what was hidden underneath the clothes.The “angels” comes from his wife being in a sorority where their mascot was an angel.I’m a mom to 3 adventurous children (8,5,2) and one curious beagle.

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