Stuart Burgdoerfer
Analyst · Kimberly Greenberger with Morgan Stanley
Yes. So on PINK, Kimberly, we recognized in the question, the progress made in the intimate apparel side of the business, bras and panties and the overall sequential trend improvement, still not where we want it to be. Margin dollars in the third quarter for PINK overall were down, but up in bras and panties, and down in the apparel categories, driven by tops, as mentioned.
In terms of what is Amy doing about that. She and her team are leveraging our testing and speed and agility capabilities to provide more new offerings to the consumer in that space. And also doing more work in sport and seamless and outfitting with respect to sport and seamless in that part of the apparel part of the business. So it's not just how do we go back and try to do what we've done historically better, but rather really mining for, including a real emphasis on sport and seamless, what is the new positioning for apparel and, particularly apparel tops in PINK, again, leveraging our design and fast supply chain capabilities that the business has.
So a work in process, some signs of success, but the overall result, not what we want it to be in apparel, and it's a big part of the business, as you appreciate. So the team is very focused on it. But it's right to be curious about it, the team very, very focused on continued improvement in that part of the business.
With respect to an assessment of Victoria's Secret Lingerie and the initial offerings of that John has introduced into the assortment, I really believe it's substantially too early to come to any conclusion on it, and I'll elaborate on that. There certainly are offerings that have been introduced into the assortment that have had strong positive customer response, meaning new stuff, customer bought a lot of it, indication that glamor and elevation and product at higher price points, when executed well, get a strong customer response. Examples of that, more specifically, would include the match-back panty categories that come at substantially higher AURs, and that have a real fashion content to them along with sexy sleep and lounge offerings that have gotten a strong customer response.
All that said, Kimberly, the progress, since why you're asking your question, the progress made those examples being provided has not been sufficient to overcome the year-on-year declines in other very significant categories within the intimate apparel and sleep and loungewear businesses. So we're very clear minded about where we are on an overall basis, with a lot more work to do. John is working smart and very hard building a new team, focused on improving execution in stores and online, along with some evolution on the marketing of the business.
And there are signs of progress, for sure. But as again, commented on in our pre-released information, lapping a lot of promotion. And some weakness in legacy core frames that are big books of business. And what's happening there, as you would expect us to be doing is a lot of development work where we think we will have significant relaunch activity in 2020 in some of those early 2020 in some of those core frames that are big books of business that have meaningful year-on-year declines that we're not able to overcome with the progress we're seeing in some of the new items introduced. So that would be my overview of it. This is a business that's had challenges, lingerie, now for 3 or 4 years. And it's going to take some time to stabilize it and get it back to where it should be. I absolutely believe John and his team are working on the right stuff, signs of progress, but it's going to take some time. And all that said, shouldn't be interpreted as any sense of complacency or we'll get to it when we get to it, the team couldn't be working harder and with more energy to get the results that we're all looking for.