The Secret Of "Secret": How To Make Sexy Become A Business?

The secret of Vitoria every year

Underwear show is a hot topic in fashion industry.

This United States

The boudoir economy has been frantic, so that underwear has become the embodiment of women's dreams and sexy, and has brought huge wealth and become a brand with high spiritual value.

The Vitoria Victoria's Secret is known for its definition of "sexy beauty".

It not only led fashion, but also became the pronoun of "sexy". It became a carrier of pride and glory for women, and became a brand with high spiritual value.

In the past 28 years,

"Woke up a sleeping industry, and made the cake of the whole industry, and promoted the development of other brands.

In the United States, more than 1000 stores are selling sexy underwear that is endorsed by supermodels.

Its products include women's underwear, bra, underwear, swimsuit, casual wear, women's shoes, cosmetics and all kinds of matching clothing, luxury shorts, perfume cosmetics and related books.

Since the beginning of 1995, the first show has been around for more than 20 years, and 1 hours of entertainment programs are being played in 192 countries, with fans all over the world.

Although the brand underwear has not set up a direct store in the Chinese market, the "secret Vitoria" underwear show has attracted 1 billion attention, including Chinese consumers and spectators.

From event marketing to content marketing, from the creation of red man to the topic of suspense, "Vitoria's Secret Show" is exemplary and worthy of our study.

Wei Mei Xiu

Wei did not regard the design of runaway underwear as a battleground. What Wei Wei wanted was a state of mind that people would like to see, enjoy, watch and discuss together, and look forward to seeing it again next year.

The lingerie show has not started yet, and there have been various kinds of gossip and water wars that occupy the entertainment headlines every day.

Whether the show is open or not, if the topic goes first, does it remind you of the biggest battle of words before "double eleven"?

In 1995, the first fashion show was held, and it was reported by the global media as "underwear event of the century".

This show includes different dimensions of spread and marketing, such as the angel of angels, the dreamy sky underwear, the popular musicians, the winged wings, the underwear of different elements, and so on.

The choice of location is London instead of Paris, because London is better integrated with "fashion" and "music", gradually forming the familiar form of Wei.

In 1999, a fashion show was broadcast in real time on official website.

The company's public relations department has been advertising on the Internet, TV and print media.

In January 1999, an advertisement in the broadcast of the rugby Super Bowl competition created a huge market effect of more than one million hits in 30 minutes, even causing network paralysis.

This successful advertising campaign won the best marketing case Award for the Barndweek Interactive Marketing Award.

In 2009, for the first time, the Chinese face of Liu Wen was launched by Wei Ming. In the following years, Chinese faces such as He Sui, Qin Shupei and Xi Mengyao became the angels on the stage.

From a fashion show to a great media show, its broadcasting rights have become a battleground for TV stations and websites.

The company has opened up a reputation for the brand and promoted its brand status.

The angel supermodel has given the underwear a more active, healthy and beautiful brand culture.

The brand is located in young people, especially young women.

The standard of model selection is "must attract women".

It builds good relationships with customers in social media in various ways.

Like the recent annual show, the company posted the backstage photos of the supermodels in the public account.

Only a few "Secret Angels" have the privilege of wearing wings.

In the dissemination, who wears the wings is the symbol of the status of the angel of heaven, and it will also cause a lot of speculation, forming a social topic to arouse social concern.

Sexy marketing

The huge role of TV advertising forms in brand equity is obvious.

Vitoria's secret underwear show has undoubtedly become one of the successful cases of underwear brand's successful use of TV media and brand equity.

In the name of "passion", it creates the feeling of moving, exciting and unforgettable feelings for consumers. This is the essence of "Wei Mi" integrated marketing.

Through a good grasp of advertising and product design sexy scale, using star power, unswervingly adhere to the elegant brand line, thus winning a wider consumer group.

"Three streams of marketing sell products, second class Marketing sells brands, first-class marketing sells dreams".

On the show, underwear seems to have gone beyond their original meaning. It's more like a massive Broadway stage. It has become an element of a magnificent and magnificent fairy tale.

The brand associations formed by Wei Mei Xiu, top models, sky underwear and so on have successfully filled the connotation of underwear, thus affecting consumers' brand cognition, attitude and purchasing behavior.

The success of Wei is keen to observe the opportunities of the market.

In the age of underwear or hard fitting, the blank space of boudoir and sexy economy is filled quickly.

In today's "only the first to survive" society, it is more important to get high recognition and high recognition than to get high coverage.

In this era of abundant resources and information explosion, we must be able to seize the market with personalized and meaningful products.

It is imperative to make their products different from other products of the same kind, enhance the identification and exposure rate of products, expand the sales channels of commodities, and enhance the influence of brand culture.

Let sexy and dream shine brightly, and let the sexy contact path diversification, the cost of the people, luxurious dream has the price of stay, is one of the reasons why the impact of Wei in the European and American market is huge.

Although there are many luxurious underwear in the annual secret show, in fact, it is on the parity route.

Victoria has two brand discount activities a year, and a large number of half price underwear to choose from.

Its price is about $50, and its brand of young product line "Pink" is more similar to the supermarket's goods.

This is also an important reason why it can maintain a high market share.

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Not only is it sexy, but it also values brand creativity. It knows the importance of updating speed to market share and shortens the process of product development.

At the same time, in order to break their brand image, the company will choose to promote sales, and plan the frequency of control, turn the high frequency promotion into a low frequency, but more effective promotional activities to maintain the image of the brand.

"A secret landscape that belongs to you" is the slogan of Vitoria's secret for a long time.

It is not only the United States, but also the world's leading underwear industry, affecting the global women's "inner aesthetics".

"At a certain stage, the secret of Vitoria provides a whole new perspective," said Jeetendr Sehdev, a professor at University of Southern California. "Women are all very clear that this is the ideal dream created by the media, and they are willing to pay for it."

Scenario consumption

In 1977, Roy Raymond, who graduated from Standford School of economics, founded San Francisco in California.

To ease the embarrassment of buying underwear for his wife, he opened the first store in Standford shopping center and rapidly increased the order catalogue and 3 stores.

The shop adorned the walls with various styles and complete sets of collocations, and began the economic journey of the boudoir.

The reason for its success is that it can entice consumers to buy new products in the shop.

The boudoir building in the store has continued the fantasy of female family boudoir, and the display of objects such as wings and underwear has become an extension of dream fantasy boudoir.

With the changing theme of fashion, women's choice of underwear can also be updated.

In order to increase passenger flow and increase the sales of single store, the store will update the store design every 5 to 6 years. The effect of decoration can reflect the fashionable trend of underwear and beauty at that time, and make consumers feel the lifestyle advocated by the brand.

Consumers seem more interested in the consumption of scenes than the consumption of things.

In the future, if the seller can not make their products offer clues to create scenes for people's lives, it will become increasingly difficult for them to promote sales.

The most important revelation of Weimi lies in the fact that when the virtual scene of the "Weimi show" is provided for the public weaving dream, it will be sold in the exclusive stores, online mail order and catalogue mail order. The booklet will be issued 8 times a year, with a print volume of 500 million and a 30% contribution to Weimi.

Online shopping and direct mail have been the repeated study of the commercial mode. From the point of view of the consumption of the scene, its biggest innovation comes from the unlimited expansion and free connection of the "consumption scenario".

If Wei Ming Xiu is the source and soul of the spirit of the scene, the boudoir building of the physical shop is the embodiment of the spirit of the scene and the main place for the consumption of scenes.

The randomness of online shopping and direct mail space brings about the free extension of spirit and scene.

It can not be exaggerated to say that there is no conversion to the spiritual scene of the big show, and it is difficult to support the huge sales share of non entity stores.

In the information society, a new generation of saliva, even when it appears to be buying goods, consumers buy not only goods themselves, but also things that can be imagined and realized by objects.

This is not uncommon at the moment.

China's economic take-off has brought huge demand for luxury goods, and China has become the largest consumer of luxury goods.

Simple analysis is not difficult to find that consumers enjoy the luxury goods to a greater extent by the scene of its construction, and the symbolic value and spiritual connotation of the commodity itself.

In 2016, "Vitoria's Secret" underwear brand made some major changes, hoping to enhance the brand image and attract young consumers in the social media age.

"The secret of Vitoria" first announced in April that its online stores and physical stores will halt some product lines, including swimsuits, casual garments, accessories and footwear.

In a conference call on May 19th, the company said it would focus on the core business, bra, underwear and beauty, focusing on the dominant business in the current era.

The secret of "secret": how to make sexy become a business?

In China, the implementation of the two or three line city layout and unattractive storefront design is seriously broken with the concept of "situational consumption" and the spiritual connotation of the "Wei Ming Da Xiu", which has seriously damaged the brand image of Wei.

Despite its impressive performance in the United States and its huge global influence, it is no doubt that the overseas market expansion is not satisfactory.

Recently, the company also aims to strengthen its overseas business and call China "an important market in the future".

In April, all 26 secret stores in Vitoria have been repurchased from Chinese agents and will be converted into direct ones.

For the current Chinese enterprises, it provides a good brand marketing path, from focusing on the commodity itself to mining the deep symbolic meaning of the commodity, from selling goods to selling dreams, selling scenes, and achieving a beautiful short time.

With the help of the social sensationalism and the construction of the social spirit scene, the experience of strengthening the online shopping scene will be improved with the help of the social sensationalism and the construction of the social spirit scene. It will enhance the three-dimensional nature of services and diversify the channels, accelerate product innovation and ensure product quality.