What’s being billed as the 2019 retail apocalypse has claimed another victim: Victoria’s Secret. The lingerie brand announced that it will be closing 53 of its stores in North America.

Now, people are wondering if it will continue to be a retail mainstay going into the future. L Brands, the chain’s parent company, made the announcement this past Wednesday following a drop in earnings last quarter.

While the closings may sound like things are going grim for the company – especially after 20 store closings in 2018 – Victoria’s Secret still has over 1,000 locations worldwide.

L Brands attributes the closings to declining brick-and-mortar sales, especially in low-performing malls. Execs also said that the company lost money when slashing prices during holiday promotional events. But the general consensus among people is that Vickie’s has lost its appeal because it hasn’t adapted.

Deemed “out of touch” with its supermodel-centric ads and fashion show, the company has been criticized for its messaging. Some have even said the chain gears its advertising more towards men’s fantasies.

With competitors launching their own brands left and right, consumers have been able to shop elsewhere for underwear and lingerie that is more inclusive and affordable. We’ve seen lines from Rihanna (Savage X Fenty), Target (with three new undergarment lines coming), and American Eagle.

Even if you’re not a fan of Rihanna, her Savage lingerie line is being praised for its diverse runway show during NYFW and its range of plus size offerings. American Eagle’s campaign to embrace all body sizes is demonstrated with its sizing that ranges from XXS to XXL for their women’s lingerie.

Target, who is known for not photoshopping their models, just announced three new in-house brands of underwear and sleepwear for women of all ages and sizes – even up to 3X.

The pieces in each of those collections will all have prices that are under $30. Along with that, their newest marketing campaign will feature everyday women whose images will be – you guessed it – unretouched.

Victoria’s Secret has been shaking things up in terms of who’s in charge at headquarters. Last year, they hired a new CEO for their teen-focused PINK brand and this year, John Mehas took over as the new head of Victoria’s Secret.

But this isn’t the only company feeling the pinch. Also announced this week were changes for Gap, Foot Locker, and JC Penney. In the past few days, it was revealed that more than 500 stores of these various chains will be getting the axe. 230 of those are the Gap.

Only time will tell if Victoria’s Secret will be able to get out its slump, but in the meantime, shoppers can look out for the return of its swimwear line in spring 2019 and other merch like eyewear and Uggs.

Catch up with the latest news on Victoria’s Secret by watching the clip below. Keep in mind your local mall may or may not be touched by these closings as the U.S. will still have 950 stores open.

Do you shop at “Vickie’s?” Are you surprised to hear of all these store closings? What do you think the reasons are behind the announcement?