Bath & Body Works plans to reignite its brand after disappointing results in part through creative marketing, a more aspirational image and influencers, according to executives.
The Columbus, Ohio-based retailer of body products and scented candles last week slashed its forecast as it reported a drop in quarterly sales and earnings. It now expects sales this year to decline by a low-single-digit percentage, compared with a previous estimate of gains of up to 2.7%.
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