Leslie Weexler And His Underwear Kingdom

For the women underwear industry in the United States, the emergence of the "secret of Vitoria" is a watershed.

Before that, the underwear worn by women in the United States was mainly the three brands of fresh fruit cloth, Heng Shi and Jockey. The characteristics of these three brands of underwear are relatively simple and generous.

At that time, most women only wore fancy underwear when they were on special occasions such as honeymoon.

However, a new brand, "the secret of Vitoria" has emerged.

Prime time fashion shows, sexy TV ads, and convenience that almost every store can buy, let the "secret of Vitoria" stand at the forefront of the women's underwear market in the United States and occupy the wardrobe of American women.

Vickers, who is 73 years old, does not look like a man who overthrows the American underwear industry. He is very conservative in his clothes, but he has a keen eye for the clothing market.

When he was a child, his parents set up a clothing store called Leslie. He saw his parents working 80 hours a week and still barely managed to live.

In 2003, he once said, "as I grow up, I know I can have a better job than a shop owner.

I don't want to engage in retail business. I hate this industry. "

Vickers once studied in law school but felt that law was not stimulating enough, so he spent time learning the drawings of storefront and store front desk.

He quickly dropped out of school and helped in his parents' store. Vickers and his parents worked from 7 a.m. until late at night, washing the windows of the clothing store and keeping accounts.

He found that the best selling items were skirts, sweaters, shirts and short coats. On the contrary, formal clothes and coats sold badly.

It was 1963. For the 26 year old Vickers, this is the manifestation of his entrepreneurial potential. He persuaded his parents to separate the sportswear from the top of the Leslie clothing store.

His claim was rewarded.

Women like clothes that go up and down, not dress.

In 1969, Vickers opened 5 stores, and 10 years later, he had 300 stores and planned to buy a supplier of his taste.

Seize the market blank, "Vitoria secret" let underwear become fashion.

In 1982, when Vickers went to San Francisco to talk about business, he discovered the secret of Vitoria. Vickers said, "at that time, it was only a small shop. The underwear it produced was very sexy. I had never seen such beautiful underwear in the United States."

A few months later, the Vitoria secret company, which was on the verge of bankruptcy, found Weexler and asked him if he was interested in buying the company.

Vickers flew to San Francisco that day and bought the "secret of Vitoria" at a price of 1 million US dollars.

Vickers said he intuitively thought it was a good deal, though he was right at that time.

Know nothing, nor have any plans to develop the company.

At that time, he had just bought another company and was planning to develop another brand.

He said, "the secret of Vitoria is not profitable, but I see its potential. If I combine the two companies, what will happen to them?" or Vickers, a bachelor, began to think, "most of the women I know are wearing underwear, and they like to wear underwear, but most stores do not sell underwear.

I think if we go in this direction, the future will be very bright. "

So Vickers began to promote the "Vitoria secret" brand underwear in his retail store.

"Vitoria's Secret" underwear is colorful and changeable, and its fabric is also diversified.

Most importantly, it attaches great importance to making products conform to customer personality and cultivating customer loyalty.

The company soon expanded to the United States, opened many boudoir style chain stores, and had many registered fixed customers.

Everything in chain stores is customer oriented.

To avoid embarrassment, the bra fitting room was moved to the back of the store.

The store was classed with classical music, famous fashion shows and legendary supermodels, wearing brassiere bras.

In 1999, the American professional Rugby Final super bowl, which was watched by 1 billion spectators in more than 100 countries, was sponsored by the "secret of Vitoria". Millions of people visited the company's website.

Vickers said, "the marketing method is quite primitive, but it works very well."

In the past 28 years, the "secret of Vitoria" has awakened a sleeping industry and made the cake of the whole industry, which has promoted the development of other brands.

Even Jockey and Heng Shi, who always have a plain style, sell T-shirts.

In 2009, Vitoria's secret sales amounted to $10 billion 750 million, two times that of Vickers's gang.

Vickers's success lies in his keen observation of the gaps in the market and quickly filling in.

"I just saw something different," he said.

Because of the secret of Vitoria, women's underwear has become a fashion.