Victoria’s Secret Trademarks a Twist on a Rival’s Name. Will It Backfire?

Global lingerie giant Victoria’s Secret has reinvigorated the feud with smaller, body-positive online competitor ThirdLove, this time changing the battlefield from blaring magazine interviews to sedate U.S. Trademark applications. Parent company L. Brands Inc., sought two trademarks for the name “Victoria’s Secret First Love.” While It succeeded in securing the rights for beauty products, it […]

A Less Than Merry Christmas for Victoria’s Secret Means More Store Closings Ahead

Things have gotten so bad at Victoria’s Secret that its parent company is tightening the purse strings, including shuttering dozens of underperforming locations. L Brands Inc., owner of the lingerie chain, announced Wednesday plans to close about 53 Victoria’s Secrets in North America this year, more than three times the 15 it’s historically closed down […]