New lingerie trend could lift apparel sales

Jennifer Foyle, president of American Eagle’s Aerie, told CNBC that the brand has been focusing more heavily on bralettes over the past three years. In that time, the assortment has evolved from just one silhouette, the lace bandeau, to more than 10.

“Our girl likes to show off her bralette, and it is becoming a staple in her wardrobe to complete her outfit,” Foyle said. She added that the style has spurred sales of additional items.

“We design some tees and tanks with open backs, low-cut arm holes and deep V-necks specifically to show off the bralettes underneath,” she said.

Aerie will launch a new padded bandeau this month, and will continue to introduce new styles, colors and silhouettes, Foyle said.

The apparel industry desperately needs a new trend to take hold. Though sales at clothing and accessories stores rose 3.2 percent during the first two months of 2016, they’ve struggled over the past few years due to excessive promotions, the growth of low-price competitors including HM and Primark, and price transparency online.

Analysts, however, have been somewhat optimistic about spring apparel sales. That’s in part because there are fewer must-have tech gadgets stealing a share of consumers’ wallets, and because an early start to spring could unleash pent-up demand.

“As we are entering the heart of the spring selling season, we believe that sales trends, in general, have experienced a modest uptick,” Tubin said. “We are encouraged by what we have seen and heard during our recent mall visits and believe trends are improving.”

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Victoria’s Secret is focusing on lingerie and Millennials

Victoria’s Secret is laying off workers and restructuring its business to streamline its focus on its famous lingerie, with an eye towards Millennials.

The company said it’s restructuring into three business units: Victoria’s Secret Lingerie, Victoria’s Secret Beauty and PINK, a brand marketed as “a college girl’s must-shop destination for the cutest bras, panties, swim and loungewear.”

The company, which has more than 3,000 stores in the United States, the U.K. and Canada, said it’s eliminating 200 home office associates in New York City and at its headquarters in Columbus, Ohio.

Parent company L Brands (LB) also said that net sales increased 5% and same-store sales increased 3% during the five weeks ended April 2, compared to the same period last year.

“Coming off a record year, now is the best time to make improvements,” said Leslie Wexner, a 77-year-old billionaire who founded the company in 1963 and replaced Sharen Jester Turney as CEO less than two months ago. “We are making these changes to accelerate our growth and to strengthen the business for the long term by narrowing our focus and simplifying our operating model.”

Related: Check out the Victoria’s Secret fashion show

The company also said it would integrate its business “as a primarily digital channel” in order “to align with how customers engage with the brands.”

L Brands did not immediately return a message form CNNMoney about what this means for the fate of its famous catalog, which has featured supermodels like Gigi Hadid, Adriana Lima and Laetitia Casta.

Turney, who was with the company for 16 years, resigned in February “to prioritize my family and my personal life and consider what’s next for me professionally.” She planned to continue working with L Brands as an adviser.

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