Can Consumers Accept That It Is No Longer Sexy?

Speaking of the secret of Vitoria, it is the pronoun of sexy underwear.

According to the news, L Brands will take off swimsuit business and set foot in sports underwear to catch up with the wave of sports.

Although L Brands has been exploring new fields of conquest, its core underwear series has been hit by a lot of new competitors.

Since last October, L Brands

Nearly 30%, sales growth has begun to slow down.

L Brands the same store sales increased by 1% in the first quarter of this fiscal year, while the same store sales in the same period fell 1%.

Leslie Wexner, chairman of the board of directors of the company and CEO, 78, is restarting the mountain to embark on a structural adjustment to simplify operation.

Millennial consumers are increasingly enthusiastic about sports and leisure, and these young people may not pay for them.

Nikki Baird, a retail analyst at research firm RSR, even boldly predicted that it might become the next brand abandoned by the millennials, and cited three major arguments.

Under pressure from all sides, the company had to change its strategy.

The company has taken two measures: on the one hand, to enrich the category of Victoria 's Secret fashion line.

The newly launched bralette series (a garment that can be worn as a bra and a coat) has a lightweight material and no steel rim. It is said that comfort is totally not lost in traditional underwear without steel ring.

Through this product, VMM hopes that women will be convinced that women do not need a bra and wear underwear that exposing cleavage will be more attractive.

On the other hand, we should strengthen the lagging sports underwear business.

Simeon Siegel, an analyst at Nomura Securities, said: "what's important is that they can't escape."

In recent months, the company has been vigorously promoting these two new products.

In mail sent to customers about bralette, the company tried to convince them that "no pads are sexy". In Victoria Sport's video, models talked about how they worked hard for their work. In the video, they were wearing skim rope, lifting iron and boxing, revealing a beautiful waistline and sweat streaming down.

It relies on sexy underwear to create a business empire worth 7 billion 600 million US dollars.

Since 1977, the brand has been selling underwear. In order to persuade consumers to buy, the product catalog is mailed to millions of households, with a full picture of women on the catalog page.

The annual underwear show will invite the most popular.

Come to the show.

At first, the underwear was Qian Shu.

The promise made by Wei is simple: wear this underwear and become a "sexy bomb".

As the definition of sexy changed, so did it.

The model was more slender and more exposed.

Later, they were more handsome.

After the unhealthy trend of "lean to bone" has been blowing for a while, consumers now require underwear to be applied to all kinds of bodies.

However, whatever products it sells, or whatever reasons it makes, it all comes down to sexy.

This also explains why there are dozens of brand names registered in Wei, from underwear to perfume, including the word "sexy".

"This sexy image is the symbol of Wei," said Bridget Weishaar, an analyst at Morningstar.

But it is a lifestyle brand and has nothing to do with a specific product line. "

The company has realized that the new online business model is eating away their territory:

Internet underwear brand Adore Me has won the favor of consumers with fast fashion operation mode and VIP membership mechanism.

Another Internet underwear brand, True & Co., helps consumers jump line Underwear Size and style through online testing, and then sends products to consumers for trial wear, thus eliminating the need to go to the physical fitting rooms.

Negative Underwear played the banner of "anti secret" and placed the comfort of underwear in the first place.

Simeon Siegel said that in order to cope with the market changes, the company must make changes.

But as Bridget Weishaar said, in order to make use of the brand effect, every product of the product must be sexy as always.

Sports underwear poses a problem for Wei Mei.

In essence, sports underwear can not be openly.

Because they are functional products after all, for the purpose of completing specific tasks.

Female consumers hope that the athletic underwear has stable performance, quick sweating and cool upper body.

It's not easy to keep a moisture absorbent and sweaty fabric sweating after being soaked with sweat.