Consumers' Evaluation Of Vitoria'S Secret Brand Satisfaction, Innovation And Low Brand Influence Has Not Been Promoted By The Secret Angels.

Recently, a poll from YouGov showed that consumers scored a record low on brand satisfaction in Vitoria. The score was 100 points, with a score of only 30.

In addition, YouGov in another "Buzz" score survey - the score was assessed by combining market analysis, media sentiment and survey response. It was found that between the 18 and 49 year old female consumers, the "Buzz" score fell to 23, which means that the brand influence is weakening.

In addition to the importance of goodwill, the sales performance of the company has been struggling.

According to the March results report released by L brands group in April 12th, its comparable sales recorded a mere 1% increase, which was mainly due to the good sales performance of its Bath & Body Works products, which grew by 10%.

Sales of Pink series, which have been popular among young girls, have declined, the first decline since the launch of 2002.

What is more troubling is that the brand overstock the excess stock by expanding sales promotion and lengthening the sales cycle. According to the group's annual financial report in 2017, the comparable sales of the secret goods decreased by 8% in the 2017 year, and the year-on-year sales in the stores also dropped by 8%.

It seems that "sexy marketing", which has always been good at Wei, has not been very useful, and consumers seem to be no longer eating this brand.

Compared to the emerging competitors, like the American Eagle sub line underwear brand named Aerie, a healthy and natural brand image, Aerie is a bit old-fashioned for the beautiful definition, and the Rihanna personal underwear product line Savage x Fenty is coming to the market, and this kind of underwear brand with strong personality and giant stars is also a share.

There is no natural pressure on Wei.

As a core brand of L brands, what should we do if we have low status?

At the company's earnings conference in March, Stuart Burgdoerfer, the group's chief financial officer, said the solution to Vitoria's secret will be the top priority of the 2018 year old group.

"We have been focused on improving our performance.

We are improving customer's physical store and online consumption experience, improving the attractiveness of new products.

We will continue to organize in terms of inventory management, expenditure and capital management.

Burgdoerfer said at the meeting.

To this end, the official official decided to remove Pink.

Series of products, and announced that the next will launch new

Style, attention will turn to brand movement series and home clothing category, and to develop more new underwear.

At the same time, the brand will find growth points in the regional market. Since last year, the Chinese market has been pushed into the mainland market, and its performance has been enhanced by setting up a big show and increasing its exposure to Tmall's flagship store.

However, according to the Beijing business daily, some consumers claimed that she had bought a front buckle.

When wearing second times, the appearance of metal buttons was lost.

And this is not a quality problem.

Some analysts pointed out that if Wei MI did not rush to solve the product quality problems, it would not only be underwear, but also brand image.