Wei: No Padded Bra Is Sexy.

Lately,

Secret

Sales figures are not very good, sales growth is less than 10%, lower than the previous quarter growth rate.

"This is not a bad business, but this growth rate is not what we want," said Stuart Burgdoerfer, financial director of L Brands, the parent company of Victoria's parent company.

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This year, Victoria has been concentrating on the core underwear business, and they are gradually decreasing.

Products, and also plan to cut swimwear lines.

And Victoria, who is known for its thick cob bra, has also launched the thin bra Bralette, which is fashionable for Athleisure. Its underwear is thin, without pads and steel rings. It is more colorful in design, because it is comfortable and beautiful, and is welcomed by many young girls.

Now more and more young consumers are looking for more comfortable, simple and cheap underwear. In June, a survey by NPD group, a market research firm, showed that 41% of the millennials said they had gone through sports underwear in the past week instead of 21% in the millennial generation.

Although Victoria occupies more than 60% of the women's underwear market in the United States, compared with other brands, Victoria's underwear is far from the public.

This refers not only to price, but also to the image displayed in various marketing activities.

The perfect angel is no longer so popular, but now it is more popular for marketing closer to real life.

The most obvious example is the underwear brand Aerie of American Eagle. They started the "AerieREAL" marketing campaign in 2014, and gave up the PS photos to choose the most authentic photos.

The first quarter of 2016 showed that sales of Aerie increased by 32%.

Although Victoria is already aware of the change in consumer preferences, it is doubtful whether it can attract young consumers.

In April, Victoria began to promote Bralette, and also said "No Padding is Sexy Now!" (now no padded bra is sexy). Many consumers feel that the pformation is too big and difficult to accept.