The closings announcement comes after 30 Victoria’s Secret stores closed in 2018.

Chief marketing officer, Ed Razek came under fire in 2018 when he was asked to explain why the annual Victoria Secret Fashion Show does not include transgender or plus-size models.

Razek said that trans and plus-size women do not exemplify the “fantasy” that Victoria’s Secret is trying to sell.

Increasingly, brands such as American Eagle‘s body-positive underwear store, Aerie, have swooped in and taken market share away from Victoria’s Secret. This is becoming a major concern for its main rival.

According to early figures from TV by the Numbers, the Victoria’s Secret show, broadcasted at 10 p.m. on ABC, notched just a 0.9 rating within the the target demo of viewers between 18 and 49 years of age, and had a total viewing audience of 3.27 million in 2018. That’s down from a 1.5 in the demographic and 4.98 million total viewers last year, and continues a steady decline in interest in the show. At its peak in 2001, 12.4 million tuned in.