Vitoria Secret, CK And Other American Underwear Companies Marketing Strategy Success Or Failure

The secret of Vitoria recently put forward the marketing strategy of "Perfect body (perfect body)", and a group of perfect Vitoria models wore the advertising blockbuster films with the words "Perfect body" to publicize their official website and British stores.

"However, it is surprising that the advertising film not only did not arouse the customers' purchase, but also caused the criticism of the Internet users.

The secrets of Vitoria are all super slim models, and girls are simply not able to achieve that size.

At first, the slogan "Perfect body" refers to the product line, but when it matches the model picture, it arouses many people's dissatisfaction.

Critics believe that this advertising image has caused harm and aggression to women. Now, 26000 people have signed a petition, hoping that the secret of Vitoria will apologize to the women and terminate the marketing.

There is no formal apology for the secret of Vitoria yet, but its official website and advertising film have changed the slogan "A body for everybody" (a product suitable for everyone).

Modified advertising

Not only did Vitoria's "perfect body" marketing strategy fail, but CK's "super size" strategy also met with a cold reception.

CK's latest underwear marketing strategy has chosen CK Label's Dalbesio model, which is considered to be the size of a super size. Her size is only 10, which may be closer to 8, while the average person's size starts from 12.

This season's product marketing is widely criticized by netizens. From the point of view of the model, though the girl is not particularly thin, she is the biggest figure compared to the model used before CK.

However, in fact, she does not need to shop in the extra large area.

She only represents the image of CK's super size product line.

This is not acceptable to many netizens, and more netizens say in social media: "if she wears a super size, I can only wear the extra code."

In fact, CK has not explicitly stated that Label Dalbesio is the image of the super code product representing this season. CK's spokesman said that the Perfectly Fit products of CK are suitable for different types of models, and Label Dalbesio is hoped that consumers will see that this product line serves most women and also adapts to the majority of women's body.

Although so, most consumers and netizens still have a strong psychological resistance to CK's super size model, and think this image has seriously hurt them.

The marketing strategy of the two most famous Underwear Companies in the United States has been criticized. It has to make people feel the change of consumers' aesthetic values and values. Is there any company that has survived? Of course! Another American clothing brand, American Eagle's Aerie underwear series, has used advertising models without PS beautification strategy, making its sales increased by 9% in the previous quarter.

Since the beginning of January 2014, the Aerie underwear series has no longer beautified the models. They left beautiful birthmarks and tattoos on the models. What consumers see is the real models and the real products presented by the models. What consumers see is what the Aerie products want to show.

This strategy has achieved a good response, and consumers are also gathered around Aerie, like it!

Retail language: if only one company suffers from the consumer's rejection of perfect models, it can be understood as an accidental phenomenon.

But now the situation is that the two most famous Underwear Companies in the United States have encountered the same nature. The underwear brand's fastidious demand for the body of the model has deepened the distress of many consumers to their own body imperfections. The secret "perfect body" of Vitoria and the CK's super size models have aroused strong consumer resistance, which has aroused the anxiety and anguish of the consumers for a long time.

In a popular sentence, "how do we live?"

American Eagle chose to stand in the position of the true feelings of the consumers, which represented an attitude: "I have birthmarks, my body is not perfect, but I love myself".

Model photos without PS beautification, though not beautiful, are closer to consumers' hearts. Such models are closer to consumers and more real.

Of course, the growth of performance is often in many ways. The growth of American Eagle's performance is not entirely due to the PS of models.

Therefore, an important phenomenon is that advertising marketing which is too fond of the perfect image is not accepted, and the real feelings of products are gradually integrated into the communication between brands and consumers, which may have unexpected effects.

Consumers want to find more resonance and identity in the brand, including brand marketing activities, brand picture album, brand language, brand design, brand performance in social media, etc. the flawless and high quality image is being ignored and even protested by more and more consumers.