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Victoria's Secret plans to close 53 stores this year as more women desert the brand for lingerie startups and big retailers.

Sales at stores open at least a year fell 7% during Victoria's Secret's most recent quarter, parent company L Brands said Wednesday. The company's other flagship brand, Bath and Body Works, did well.

Other retailers, including Walmart and Best Buy, have performed strongly in recent months. And the economy is strong. But Victoria's Secret and its teen brand PINK have struggled.

Victoria's Secret has failed to adapt to consumer demand for more custom-fitted bras and inclusive messaging and advertisements. Although marketing trends in lingerie have changed, Victoria's Secret has mostly stuck to the same playbook that helped it dominate the industry: push-up bras and celebrity models.

Victoria's Secret relied on heavy promotions to draw customers to its stores during the holidays - the types of discounts that generally hurt margins. L Brands CEO Stuart Burgdoefer said the company has been "more promotional than we would like over the last several years" in a call with analysts Thursday.

The difficult holiday period and planned store closures are the latest turmoil for the brand. In November, Victoria's Secret's CEO resigned. In December, its annual fashion show sunk to its worst ratings ever. The company closed 30 stores last year as it tried to escape weak malls.

The company has lost 3.8 million customers over the two past years to rivals like Amazon and American Eagle's Aerie, according to an estimate from Neil Saunders, analyst at GlobalData Retail.

Victoria's Secret's path to a turnaround looks challenging, too. L Brands' forecast for 2019 disappointed Wall Street, sending its stock down 7% in early trading Thursday. It has plunged more than 40% in the past year.

I bought an unlocked GSM (any carrier) iPhone X on eBay for $800 on Wednesday and it arrived yesterday and there’s nothing wrong with it except the very far right of the phone is unresponsive and I can’t use the letters p, l or m or send but I can scroll with it. I currently have t mobile pay as you go $40 a month unlimited phone plan. I took it to the Apple store and they said it was purchased on November 27th 2017 and it’s out of warranty. They did a complete diagnostic test on the phone and found nothing wrong with it except the touch screen on the right isn’t responsive. They think it’s a pinched cable in the phone. The phone has no scratches or marks on it. It’s not water damaged. It looks like it wasn’t even used. Everything works except I can’t scroll or type from the far right screen. It holds a charge. Cameras work. I currently have an iPhone 7. Nothing wrong with that phone just wanted an upgrade. Apple technicians said I should probably contact the seller and see if I can get a refund and send it back because it’s not cool that they ripped me off like that and they wouldn’t advise me to pay an additional $300 because they shouldn’t have sold me the phone like that but it’s up to me because everything else in the phone works perfectly and the phone isn’t damaged except a defective right side of the touch screen. But they personally wouldn’t pay more and would get a refund if they could. I contacted the seller around 3 hours ago and still no response but it says returns not accepted. The seller has a 94% rating and all their listings are iPhones of all sorts.