"Sexy" Is Not So Good.

According to the world clothing shoes and hats net,

Is the underwear show "art" or "sexual fantasy"? There is a popular saying on the Internet: let men be silent and women shed tears.

The annual show is an international event. This year at The Grand Palace in Paris, 52 of the world's top sexy supermodels, 82 sets of dream show costumes, 43 pairs of beautiful angel wings, 20 million T of the magnificent platform, the 1000 pound tickets, millions of dollars worth of money.

There are also Ladygaga, Mars and other superstars. 500 million viewers are watching...

Wei Mi Da IP can be described as a "difficult to please" underwear show.

The success of the performance.

Sexy.

Sexy is the pronoun of Wei MI, the dreamy shape, delicate makeup, devil's figure, unique human body, full bodybuilding, smiling innocence, full of vitality, bold and lively, sweet and charming.

There are no dancers and neuter, and the supermodels are all good at such things as pouting, glamour, sweetie, or naughty or evil spirits: "wearing this underwear is so sexy!"

The creation of Victoria was due to the embarrassing experience of the founder Roy Raymond buying sexy lingerie for his new wife: the saleswoman regarded him as a disgusting and indecent man, and recommended him to be all ugly printed Terry nightgowns and nylon pajamas.

For men who bought underwear for women, he sprouted his idea of opening an underwear store.

The first "secret of Vitoria" opened in 1977. This is a high-end boutique underwear shop. Dark wood, Oriental Rugs and silk drapes are like the boudoir of the Vitoria era.

In the first year of the store, Victoria earned 500 thousand, but after rapid expansion, it lost money and sold it to LeslieWexner, founder of The Limited.

The Limited maintained the personalized characteristics of the "secret store" in Vitoria, and quickly expanded the product line to other items such as evening dress, perfume and so on.

Two years later, the "secret of Vitoria" has grown into almost all known fashion underwear brand in the United States. The industry's evaluation of its brand is "changing the underwear of American women".

In less than ten years, it became the largest underwear retailer in the United States for $1 billion.

In 2015, its revenue was 7 billion 200 million dollars, occupying 40% of the total market share in the United States.

A full set of routines

It can be said that from building a hot spot to achieving liquidity, there is a lot of wisdom.

Routine is FB.

From 1996 onwards, each of the Victoria's show will produce a dream chest of tens of millions of dollars. Only the most popular and expensive angel could be eligible to wear it.

This unique "Fantasy Bra" is referred to as FB by fans.

This year's Bright Night takes nearly 700 hours, with 9000 handcrafted diamonds and 18K Gold Emerald emeralds weighing 450 karats worth 3 million dollars.

Every year, the surprises of angels and Fantasy Bra are the routines in their routines: nervous anticipation, carnival, screaming...

Routine two is wings.

Wings are not the standard of all the Secret Angels.

Only the world's top models, the "signing angels", deserve to wear them. Of course, they do not sign up, sometimes they have wings. For example, in recent years, Chinese models have been playing more and more weight, but the gold content of signing angels is even higher.

Since then, in the world's attention, the TV show will also introduce mainly two angels, one is the FB wearer of the year, the other is the new person who will sign the contract in one or two years, and tell the story of their being discovered.

Routine three is the guest.

Every year, they invite the pop stars to perform. They must also sprinkle a little bit of dog food for models and singers, including regular performances, including guests on the stage interacting with the models.

This year, 160 of Mars is singing next to 190 models.

Routine four is the topic.

In addition to performing the guest's topic, the opening and the middle are more interspersed with many designers' creation, model test makeup arrangements, and unexpected kinds of "Gang" links.

In fact, the professionalism and rigour behind each part of the show are released through public relations companies.

In addition, it also embraced social media earlier.

As early as 2012, the hot search words appeared on the TV broadcast of the show.

In 2016, it invited the three big net red sisters to go on the show. It was unconditionally catered for the social media.

Routine five is the luxury of parity.

Why do you do the secret of fast selling cheap underwear? The annual show is as interesting as the luxury show. Imagine that you want to buy underwear for the goddess, first you see tens of millions of FB, then you see a price tag of 80 US dollars. What is the mood? Vanity is nature, high psychological pricing, shameless people's price, luxury shopping, you are naturally willing to pay, this is the way of Victoria's secret.

Life is sexy, and death is sexy.

Although the recent "secret show" still bustling, but if you look at the earnings report, and no longer "sexy" where to go: in October 2016, same store sales fell 2%, compared with the previous 7, 8, 9, three months zero growth even more backward.

Behind luxury, the lingerie empire is going from bad to decline, and more analysts expect L Brands's future performance to be worrying, and no sign of recovery before 2018.

"Sexy" doesn't seem to sell so well?

In other words, the thin body formed by sex appeal, the deep trenches squeezed out of steel rings, and the invariable "perfection" created people's aesthetic fatigue.

Abandoning the routine and pursuing the fresh and diversified body sense organs are the inevitability of human gene's continuous development and optimization. It also shows that aesthetics, as a changeable human's subjective feelings, will naturally be faced with the inevitability of being replaced constantly.

Similarly, A&F, which has been tightly tied with the two words of "sexy", shows that the group's year-on-year sales fell 14%, the biggest decline in recent years, according to the third quarter financial report.

This is the main theme of A&F's 15 consecutive quarters.

Worse still, the net profit in the third quarter of this year was only $7 million 900 thousand, down 81%.

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The brand that made American teenagers crazy was not just the product itself.

"Visiting A&F is like going to a nightclub" - dim lights, loud music, strong perfume, huge naked male posters, and half naked male salesmen. By virtue of these, the founder Jeffries packed the "rebellious" and "sexy" together with the seagull logo to sell to the puberty girls who were full of yearning for adult life.

A&F's success is inseparable from sexy marketing.

However, sexy is fragile, a little more will become vulgar or even cause trouble. Jeffries's next unobstructed "perceptual experience is sexual attraction", and seems to have been seriously ill faced, "we shop to hire good-looking employees, because beautiful people will attract more beautiful people, we just want to sell to beautiful people", exclusion of big size, etc., isolating minority groups and causing dissatisfaction, which also makes A&F not only fall into a pile of lawsuits, but word of mouth and sales have declined.

Since then, Jeffries, who has not realized the crisis, has been playing the "naked marketing" even more. Since 2009, A&F has not only made the models wearing underwear only bold to play the erotic temptation in advertisements, but often opened up new stores, and even drew a straight vote.

Selling "sexy" still seems to work well, but unfortunately, these measures can no longer keep consumers' enthusiasm for buying brands, and the curse of continued decline is still hanging over.

The rise and fall of A&F is also reminiscent of another American clothing brand that has been very popular for the first time, and Apparel is now struggling.

The similarity between the two is that brands have embarked on the sexy marketing route of large scale, which is "sexy" and ultimately "sexy".

In contrast, the impact of the current threat is small and lagging behind, but the millennial generation has gradually stopped buying sexy accounts.

The Millennium generation

The new generation did not catch cold and sticker sex sales.

In the article of curiosity daily, many observations cited by many authoritative organizations have been cited in the Consumer Research Report: when the purchase decision is made, millennials are more concerned about sustainability and social responsibility than any generation before.

Industry experts say that in the process of marketing, brand attention will only focus on external and superficial visual effects, never involving gender identity, diversity, environmentalism, feminism and other popular topics. It will have a great impact on the millennial consumers, because they want to support those real and valuable brands. For them, products are not just products, but brands should be a noun that symbolizes greater or more social significance.

This is part of the sexy and cool meaning, which is also a factor that can attract young consumers today.

For the millennial generation, the idea that sexy marketing masters "want to sell to beautiful people" overemphasize the appearance of the body even to the point of discrimination, and the "Perfect Body" advocated by Wei Mi also makes consumers dissatisfied with their brands. "It hurts the common women, makes them unconfident and insecure, and promotes the concept of" perfect "to a certain extent.

From an aesthetic point of view, the big muscle men on the A&F posters are no longer popular, and the skinny figure of the angels is also criticized as "unhealthy" or "unnatural".

In addition, the pparency and interaction in the Internet era also make the millennial generation more eager for sincere marketing. The various ways mentioned above are of course the power to absorb gold, but the mode of immobilization will often be a thankless old way of doing things.

Of course, these brands have also observed new changes in consumers.

They also tried to make themselves more tolerant and began to exert their strength on the function and comfort of underwear. Although they were still not improving, at least they did not plan to be "sex" according to the old way of the first 20 years.

Optimistic about China

In addition to opening four Chinese models such as Liu Wen, He Sui, Xi Mengyao and Ju Xiaowen this year, the Chinese artists also invited Jolin, Zhang Ruoyun and a large number of Chinese media to come to see the show.

Wexner also hinted that Shanghai might consider moving the secret show to Shanghai in 2017.

It can be seen that the company is trying to open up the Chinese market to shift the pressure on local sales and profits.

But this cake in China is not so easy to eat.

No matter from product design or marketing strategy, it did not make differentiated adjustments to overseas markets.

Consumer response, the size and design of Wei underwear are simply not suitable for the body of Asians. This year's "Chinese style", which appears in the secret show, makes Chinese netizens shout: do you have any misunderstanding about China?

The embarrassment of the show's embarrassment also continued to the company's statements.

On the day of the end of the 2016 show, the parent company L Brands fell 2.40%, much less than the 0.22% decline of the S & P 500 index.

The third quarter revenue also fell from $333 million in the same period last year to $283 million, or 16%.

It is obvious that China's Secret powder may praise the long legs or Tucao "God design" in micro-blog or friends circle when the annual secret show comes. Maybe it will rely on the lagging trend of the mainland market, and the future entry may earn a bonus. However, there is still much to be done to turn the online heat into actual purchase.

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