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Stars are aligning for Victoria's Secret

Jan. 21, 2015 3:48 PM ETBath & Body Works, Inc. (BBWI) StockBy: Clark Schultz, SA News Editor
  • Victoria's Secret (LB +0.1%) will return to the Super Bowl on February 1 with a commercial slotted to air after the two-minute warning in the 4th quarter of the game. Supermodels are expected to be featured in the $4.5M (estimated) spot.
  • The brand's return to the big event is aimed at driving a Valentine's Day sales boost.
  • The exit of a few retail competitors could provide a minor benefit as well.
  • Last year, Victoria's Secret saw comparable-store sales increase 3% on a flat direct comp with the second half of the year stronger than the first.
    • What to watch: Standalone PINK stores could start to become meaningful for L Brands' bottom line in 2015.

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