The Secret Store Continues To Deteriorate The Holiday Season Of The Parent Company L Brands.

Macy 's Inc. (NYSE:M) Messi department stores cut annual profit forecasts, triggering panic in the retail market, while the secret of the largest underwear brand in the US, Victoria, s Secret, Vitoria (VS) in December, the same store sales plummeted 6% of the news for L Brands Inc. (NYSE:LB) was frost on snow, and the stock collapsed nearly 13% in early trading on Thursday.

As of the first 5 weeks of January 5th, L Brands Inc. sold zero growth in the same store. Although the growth of the same store in the body care brand Bath & Body Works (BBW) 11% was also difficult to conceal the downturn in VS, the sales of the same store in the same store also recorded a 8% plunge.

Although the VS store sales in November turned out to be unsuccessful, the market did not see this as a fundamental change in VS, but a vicious result at the expense of profit margins and the extension of promotional time.

The deterioration of VS in December dragged down the sale of group stores in the same store, which recorded a 2% decline in the same month. During that period, turnover also recorded a rare decrease of 1.6% to $2 billion 477 million, compared with $2 billion 516 million in the same period last year.

In the telephone announcement of the performance disclosure, the company said that the sales and profit margins of VS during the holiday season were both negative, and the latter was due to a sharp decline in sales promotion.

Amie Preston, chief investment officer, said that in 2019, VS and sub line brand PINK continued to promote sales.

Sanford Bernstein analyst Brandon Fletcher said on Thursday that US retailers' first quarter earnings season had diluted the previously optimistic holiday season, and began to depreciate significantly in January. The impact of interest rate increases and trade frictions on consumer confidence began to show.

When the monthly data were released, the American lingerie beauty giant raised the four quarter adj EPS from the top of the 1.90-2.10 dollar to the top of the section, but it was expected to lay aside about $80 million in non cash fees for the sale of La Senza.

The news eased the sentiment of investors selling stocks.

In the middle of last month, L Brands Inc. sold the assets and liabilities of La Senza 100% to private Holdings Company Regent LP.

L Brands Inc. bought La Senza for $700 million in early 2007, and began looking for buyers in October 2018.

L Brands Inc. (NYSE:LB) closed at $26.99 on Thursday, down 4.39%, but the stock has rebounded by about 6% this year, compared with the US stock market, which is only 37.20 higher than that in 11 months. The 52 week high retracement is only 30%. In 2018, the stock price fell by 57.4% a year, which was the worse than that in the S & P 500 index. It was better than the cosmetology giant Coty Inc. (NYSE:COTY) Coty group. The latter market value evaporated more than 2/3 in 2018.