Can Sports Underwear Save Traditional Underwear?

According to the world clothing shoe and hat net reporter,

brand

The annual underwear show was held at The Grand Palace, Paris.

However, outside the show, there is a crisis of profit decline.

Under the guidance of sports and leisure, Wei Ming seems to want to reverse the "slump" of sales status through sports underwear.

Local time November 30th, underwear brand Vitoria's Secret annual underwear show was held in Paris.

52 top models in the world are wearing sexy underwear and special angel wings, swaying on the T stage, stirring up the men and women in every corner of the world.

However, the senior executives may not be as happy as the models on the stage.

As the top brand of the American underwear industry, the total sales in 2015 were nearly $7 billion 700 million.

However, in October 2016, LBrands, the parent company of Vitoria, announced that the secret store sales in the third quarter were down 1%, and the net profit of the parent company in the third quarter was 25.8% lower than that of the same period last year.

In April of this year, LBrands had already adjusted its business. Apart from layoff more than 200 people, the biggest decision was to restructure the product: cut it off.

Business, focusing on developing sports underwear.

Can sports underwear save traditional underwear?

The secret of Vitoria, founded in 1977, has always been the overlord in the field of conventional underwear. Its main products are lace underwear and a collection of bra.

The share of the underwear market in the United States is about 1/3.

But in recent years, the pursuers are already on the rise.

The new underwear brands AdoreMe and True&Co. are using the same sexy products and more detailed customer service to separate the consumer groups.

Negative Underwear even sang a different tune with the enchanting fantasy, emphasizing the simplicity and comfort of underwear.

It also reflects that women's aesthetics has gradually moved from traditional fullness, sexuality and temptation to comfort, freedom and health.

The company has taken some countermeasures, including the development of a very popular bralettes in recent years -- a comfortable, lightweight, no steel ring, no bra pad underwear, and another important means is the strong launch of sports underwear products.

It was not until 2013 that the sports underwear was launched. The brand took a look at the timing of the fitness market, though it was actually a little late.

In the American market where fitness culture is flourishing, sports underwear has become the new favorite of women in sports and leisure style, like yoga pants.

According to the NPD group, a market research firm, 41% of the "millennial generation" (corresponding to China's post-80s generation) wore sports underwear during the 7 day survey period, and only 21% of those aged beyond this age range crossed.

54% of the people in sports underwear were for sports, but 46% wore sports underwear to everyday wear.

In recent years, Wei Wei began to exert himself in the field of sports underwear.

However, in the early days, VictoriaSport, a sports underwear product line launched by Wei Mei, did not sell well.

Strictly speaking, traditional underwear and sports underwear are two different types of products. Traditional underwear focuses on physical comfort and appearance, while sports underwear pays more attention to the functions of shockproof, moisture absorption and sweating. There are higher requirements for underwear materials, tailoring and technology elements.

He may be familiar with lace brassiere, but he has to start with sports underwear.

However, the underwear giant's self adjustment ability is very fast.

First, it shifted the focus of sports underwear products from sexual attractiveness to fashion and functionality.

Unlike the main product and the younger Pink, VictoriaSport's advertising catalogue and video focus on "makeup / pack".

In the lens, the models of the beautiful models were all dressed up with pure hair and hair, no longer to make up their heads. Instead, they lifted dumbbell or put on gloves, and showed their strength and beauty in various sports.

After finding the right direction, the company began to work hard from the product itself.

VictoriaSport's products include sports vest and tights, but the top brand product is still the housekeeping skill of underwear.

Wei's sports underwear not only used a lot of sports underwear brand used from XS to XL traditional size classification, and a part of underwear in accordance with the size of conventional underwear classification - from 32A to 40F - more size choice allows consumers to choose more athletic underwear with their own conditions.

In addition, it claims that its underwear can be reduced by 74%, and has introduced different types of sports for different intensity.

In sports underwear market, Wei directly regards professional sports brand such as Nike and Adidas as rivals.

Today, on the big show, wearing a $3 million "dream underwear" model signed by the official (officially called "angel"), JasmineTookes said, "after I put on the secret, I threw all Nike's sports underwear."

According to Morgan Stanley's report in 2015, VictoriaSport's annual sales volume is between 2-2.5 billion, and will become a $1 billion brand in the future.

Motion genes in the bones

A situation is that the establishment of a 40 year old company seems to have encountered a "midlife crisis", and its products are gradually losing its appeal to young people.

In the past, the "sexy", "slim" and "enchanting" were used as the concept of beauty to convey to consumers.

But the aesthetic standards of young people are changing, and the recognition standards of body shape and mental state are also changing.

The change of women's aesthetics also led to the change of marketing strategy.

At the beginning of this year, Wei cut the advertising catalogue and the swimsuit business.

Prior to this, it would send several advertising catalogues to millions of consumers every year, and many men had secretly read their mother's Secret catalogue when they were young.

And the swimsuit is a favorite product of many women and even men.

In 2015, the business of the swimsuit business was about $500 million.

Sports and leisure products will be the focus of the next effort. It will not only increase revenue, but also change the image and retain young consumers.

For this reason, in recent years, it has not only made innovations in products, but also made breakthroughs in signing models, advertising communication and marketing strategies.

The traditional image of the "angel" is sexy and curvy.

The signing models of Wei Ming are often referred to as "angels".

In recent years, a number of models have been terminated by Wei Ming and a number of long-term contracted models, and more than 90 models have been signed.

Previously, the image of the "angel" conveyed seemed to be too single, tall and slender, kissing the camera.

There was an advertising photo that caused controversy. The ten super slim models in the picture were lined up with a slogan written beside it: The Perfect Body (perfect body).

A "The Perfect Body" poster has caused controversy.

Now, more models are appearing in the advertisements and activities of health, sports and the social platform of official and model individuals.

{page_break}

In addition to advertising and campaign promotion, there are quite a lot of photos and videos of model fitness during the opening of the Instagram pages. Even the models will record professional fitness videos, and fans can follow these videos when they are released to the Internet.

Models will also share their fitness methods and healthy recipes on social networks and fans. In addition, every year before the annual show, they recommend that models maintain certain intensity training to achieve the best mirror condition.

After training, models usually publish photos and videos of their training on social platforms, and play the tag of #trainlikeanangel.

This method naturally brings people together with "health" and "Sports".

Many models said in the interview that the models in the fashion circle are all hungry and thin, with few sports, but the angels are really in motion.

Martha Hunt releases training video on personal Instagram

Wei itself seems to be the focus of a fitness network.

Each of its signing angels has millions of millions of fans on social networks, and there are super net rednets such as Kendall Jenner and Gigi Hadid. The number of Instagram fans of two people is 69 million 200 thousand and 25 million 800 thousand respectively.

Through these young, sports loving and influential girls, the image of Wei's sports is not difficult to spread.

In addition, it also organizes activities similar to experiential lessons. It is also one of the ways to create images by signing angels Candice Swanepoel or Behati Prinsloo to take yoga and other sports with consumers and wearing products.

In 2015, an article in the United States once said that Wei is pmitting an advanced Body Aesthetics: the fine and feminine beauty still has the market, but the abdominal muscles and bronzes are replacing the curvilinear beauty, becoming the new shape characteristics of women.

Can the Chinese market learn from it?

The secret of Vitoria also has many fans in China.

It has been some time for Chinese women to buy the products of Wei Ming through sea fishing and purchasing.

Previously, some of the less legal agents had brought the Chinese into the Chinese market. In 2015, it opened its first Chinese store in Raffles square, Shanghai.

For consumers, Wei is a synonym for dreamy sex.

As for the underwear industry counterparts, can the experience of pformation be useful for them?

According to the world clothing and shoe net, many domestic underwear brands, such as Adam and Wacoal, already have their own sports underwear products.

But carefully comparing these brand of sports underwear and professional sports underwear, the gap from fabric to cutting to technology still exists.

"No one is buying sports lingerie, the first choice is domestic brand, not Nike ADI."

Liu Yupeng, co-founder of lingerie brand rhinoceros, told reporters.

Liu Yupeng said that Miss rhino had seen the demand of sports underwear fashion and developed underwear product line, but the actual sales situation was not ideal.

"Because of the different nature of the product itself, we are somewhat confused about our brand positioning," Liu Yupeng said. "VS has already had many sub brands. There are some angels in the sports line and some campaign in marketing. It is quite logical.

But small brands are still more focused.

Sport is becoming a new fashion pursuit for young women.

Julia, founder of sports underwear brand Coventry, also told reporters that ordinary underwear brands usually have some problems in sports underwear. The main reason is that their product attributes are different.

"Sports underwear is actually a sports lingerie, which is different from ordinary underwear. It pays attention to functionality and support."

Julia explains, "everyday underwear is like the second layer skin of human beings, and the comfort of wearing is particular about it.

(athletic underwear and plain underwear) are two different subjects.

At present, the sports underwear market in the domestic market has the following categories: sports underwear product line of ordinary underwear brand; sports underwear of fast fashion brands such as Zara, H&M and Gap; sports brand at home and abroad; low price brands on Taobao; foreign professional sports underwear brands such as ShockAbsorber's seafood, purchasing products, etc.

Ivant once analyzed 270 thousand consumers who bought their products, and found that consumers spend 257.92 yuan on sports underwear every year on average, 2-4 sports underwear every year, and 7.48% consumers change a sports underwear for 2-6 months.

Women who regularly exercise regularly change their underwear for at least 3 months.

And people who have exercise habits do not have 1 sports underwear in a single period.

In terms of price, the sports underwear of Nike and Adidas is currently between 300-400 yuan, while most other brands are around 200 yuan.

It can be seen that the consumption of Chinese women in sports underwear is still lagging behind.

But how to nugget in this blank market, the brand seems to have more consideration.

After all, underwear tycoons like Vitoria's secret are not so easy to chew on the hard shoulder of sports underwear.

More attention, please pay attention to the follow-up report of world clothing shoes and hats net.