Vitoria's Secret "Behind The Man"

Half a century ago, the humble clothes shop on the street was basically similar to a grocery store, until "Wei Mi" broke the situation for the first time. This is the underwear shop that American consumers have never seen: a carpet covered by the East, a curtain curtain hanging from silk, a black wood and sparkling crystal lamps: a Vitoria style boudoir.

Although the first store was highly sought after by consumers, the first exponential growth of "Wei Mi" came from Leslie, the first trader.

Leslie, who bought the brand after spending $1 million, went to Europe for a lot of underwear styles worn by many European women. He returned and sold them to the then Native American girls, and accurately positioned the market: "La Perla" (Italy's top underwear brand) in the mass market.

This is another successful American fashion brand, Ralph Lauren, who has been able to charm the plain American consumers with affordable European style. This law is always a test for American consumers who blindly admire European aesthetics. In less than 20 years, "Wei Mi" has become a company worth $1 billion 900 million in 1995.

However, "Wei Mi" really began to explode around the world in 1999. When the US Super Bowl was at half-time, the "Wei Mi" underwear model entered the stadium and showed live webcast. The result attracted 1 million 500 thousand people to log on to the website and watched the Internet paralyzed, and the live broadcast of the super bowl was interrupted.

But not everyone likes this kind of grandiose style. At the beginning of this month, three British students launched a protest campaign on social media, forcing the "Wei Mi" company to change the latest body underwear. The slogan was "the perfect body," and changed to "fit" for all people under public pressure.

The challenge of "Wei Mi" is through the display of those supermodels. They are setting the world's only criterion for what is "perfect body".

Sometimes these girls are also criticized for their manners. "Super secret" supermodels are all very expensive, and occupy Forbes's model income list all the year round. These supermodels used to display goods are also being commercialized. Heidi, a supermodel, once said in a TV interview: "No 10 thousand dollars a day's work, don't want me to get up."

It is the "sweatshop" accusation that "Wei Mi" really falls into the crisis of trust.

A large number of orders are sent to foreign processing plants every year, and the labor protection organization disclosed the secret of one of the Jordanian factories a few years ago.

In this factory, workers from Bangladesh and Sri Lanka worked day and night every day, with an average of 14 to 15 hours per day and 7 days a week. The workers earn about 4 cents for each finished product, which is only 1/350 of the sale price of the store.

For complete control Migrant workers Factories do not apply for temporary residence permits for them. As long as workers walk out of the factory gate half an illegal move, they will be arrested by the police.

This is another secret of "Wei Mi", which is all in the show. Luxurious A great difference.

Leslie (Les), who made Vitoria's Victoria (s Secret), Pink, Express and The Limited, became the branded retail brands in the history of the United States of America, Wexner.

He always avoids flash. He is the chief executive of a large listed company, but rarely speaks at the earnings call conference. He is a legend in the industry but hardly ever faces the media. WNx is so elusive that most people think that Vitoria's Secret think tanks are either visionary women, such as Sara Blakely or Tory Burch, or Sarah Blakley Tory.

In reality, Wicks The net assets amounted to $6 billion 200 million, which is enough to make him rank the eightieth in Forbes's 400 richest list. But in fact, he is a self-examination man who has been relentlessly reflecting on his every move for decades. His success in business owes to his uncontrollable uneasiness and discontent, which drove him to open up a new path. His early vision was at the peak of the Department Store era, when he focused his energies on a few product lines (The Limited). When the retail store is just looking at the region, he has expanded the store to the United States. While most competitors are embracing overseas markets, he sticks to the domestic market. His biggest achievement is that he has rebuilt the healthy image of underwear brands. Underwear is no longer a proprietary item in boudoir and strip show, but in the form of underwear store, it appears in shopping center with food court and multifunctional cinema.

It is not easy to make a long run against people. At the age of 26, wicks, who had just opened their first store, woke up screaming every night. By the age of more than 30, he was an anxious millionaire. He wanted to find more goals than to add more zeros at the end of the asset figures. Qian Lai is easier than his sense of achievement. After over half a year, he has owned more than ten enterprises, of which five sales have reached 1 billion dollars or more. But with his personality, he began to think he was wrong. From 1998 to 2007, he broke down and sold The Limited, Limited Too, Abercrombie & Fitch, Express, Lane Bryant and Lerner New and other brands, leaving only the secret of Vitoria. He bet that in the increasingly homogeneous clothing field, the sympathy of Wei's secret will bring higher profit value.

At present, wicks has only three underwear brands -- Vitoria's secret, Pink and Na Shengsha (La Senza). In the underwear market with a total size of US $13 billion 200 million, the three brands accounted for 41% of the total. And only 1% of their competitors share market share. Bath, the world's largest beauty product retail brand, is also a member of Body Works. All of these brands are owned by their thriving parent company, L Brands.