The Secret Of Vitoria: Sportswear

In just two years, the "secret of Vitoria" has begun to attack another new commanding height beyond the traditional underwear, the sportswear market.

According to Morgan Stanley's recent report, Victoria's two years ago were completely blank in the sportswear field, but now Victoria can earn 200 million ~2.5 billion annually from this market.

Analysts believe that the final annual sales volume will reach $1 billion.

Victoria has decided to promote sports clothing in more stores this spring.

"We have confidence in sportswear, especially sports underwear."

Sharon Gest Tenny, CEO SharenJesterTurney, said, "we are growing rapidly in this business."

According to Wei's statement, sports underwear and yoga pants will occupy 10%~15% in the future.

Victoria has now captured 35% of the underwear market in the United States, with few rivals.

But in

On this business, the strong opponent of Wei is Lululemon.

Over 20 years, Lululemon specializes in sportswear, and sales in 2014 are $1 billion 600 million.

Constipation

The price is close to Lululemon, sports underwear ranges from 50~60 dollars, and sports tights are in the range of 55~70 dollars.

But Lululemon's high-end sports women's brand has long been popular.

The sportswear market has been taking off in the last two years.

A new generation of women is no longer able to tolerate the idea of going out and running like a casual T-shirt like a generation ago. At the same time, a new style of sportswear has begun sweeping across the United States, and more and more young women are beginning to wear tights and yoga dresses as a daily dress for fitness, shopping or lunch.

Lululemon has been developing more quality and expensive clothing varieties for this market.

Also began to invest heavily in sports women's clothing. It is expected that the sales volume will increase by US $2 billion by 2017. Another sports brand UnderArmour of the United States is also expanding the women's wear product line.

Lululemon once described her typical customer as "32 year old single career woman named Ocean with an annual salary of around $100 thousand."

At the same time, Ocean should be engaged, own a small apartment, like traveling and fashion, and do at least half an hour to one hour of exercise every day.

"The age of wearing broken T-shirts to eliminate sports is over."

Sharon said that even if the girls are sweating profusely in the gym, they still want to look beautiful. Customers need both functions and beauty.

In the past two aspects, Wei MI has always been very satisfied with customers in the traditional underwear market.

Victoria has plenty of reasons for her good sportswear.

According to the report of market research firm NPD, the retail trade of women's clothing in the whole country has been difficult to improve in recent years, the annual growth rate is only about 1%, while the annual growth rate of women's sportswear has reached 9%.

Many retailers and designers want to enter the sports women's clothing market worth 14 billion 500 million US dollars, for example, ToryBurch has also indicated that it will enter women's sportswear products.

But Wendy Liebman, WendyLiebmann of WSL, a retail strategy company, believes that there is still a big difference between sportswear and traditional underwear in terms of frequency of purchase. "Unless you exercise every day, two sports suits are enough," CEO said.