Why Is The Sexy Line Of Underwear Brand Gone?

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According to research firm Ou Rui International, the sales of UNIQLO's parent companies in Japan's women's underwear market reached 20.03%, compared with about 15% only five years ago, and it has been closely related to the share of Wacoal 20.11%, the first Japanese underwear brand.

The reason why UNIQLO sells well is that the price is cheap - underwear and shorts are priced less than 3000 yen (compared to the price of Wacoal's bra in Japan around 4000 yen).

On the other hand, it is in line with the trend of consumers' pursuit of comfort. UNIQLO's underwear is no steel ring.

In the last quarter, the main underwear product of breathable and light AIRism became the hero of UNIQLO in the Japanese market.

According to the Japan economic news, sales of UNIQLO stainless steel underwear in Japan increased by more than 200% over the same period last year.

The popularity of UNIQLO has challenged the famous product Wacoal, even though Wacoal does not regard UNIQLO as its rival.

UNIQLO and other brands have lowered the average price and market size of underwear in Japanese market: underwear with more than 4000 yen has dropped from 35% in the whole market in 1998 to 18% in 2014.

Wacoal is also adjusting, it will launch underwear without steel ring, but will not close the product to UNIQLO.

Ito Chiyasu, President of Wacoal, said: "no steel ring bra is comfortable, but the body lines may be damaged in the future."

Similar trends have also appeared in the Chinese market. Some consumers are turning to comfortable underwear instead of traditional gathering of underwear.

The main brand without steel ring has become one of the most popular underwear brands on the electricity supplier.

On line, it maintained a 500% growth rate for three consecutive years, and sales reached 1.5 billion in 2017.

Now it's expanding the store.

Not only is UNIQLO, but other fast fashion brands are also adding underwear products, including Topshop, Mango and Forever21.

Inditex, the parent company of Zara, is also opening the store of underwear brand Oysho.

These brands are more sensitive to the needs of young consumers. They all offer lightweight underwear with no steel ring underwear or outside wear.

In the US market, the secret performance of Vitoria has gone down.

And its positioning is quite different, the main comfort underwear brand Aerie same store sales for 12 consecutive quarters of growth.

Vitoria's Secret company recently announced that Vitoria's Secret revenue in the first quarter reached only half of the same period last year.

Although overall sales increased by 8% to $2 billion 620 million, its store sales fell by 14%.

As a matter of fact, the sales volume of stores under the secret line has been on a downward trend since 2017.

Therefore, the secret of Vitoria, which is famous for "Wei Mi Xiu", has to start trying to find new development direction.

According to CNBC, Vitoria's secret plans include leisure wear,

The new products such as sportswear and so on, add more comfort adjustment to the underwear of the core category to attract more young women and win back the old customers.

Comfortable underwear is popular, which is similar to the trend of footwear - sales growth of sports shoes and low sales of high heeled shoes. Women consumers are increasingly paying attention to their experience, not just good-looking, whether they are sexy in traditional sense.

Underwear brands are constantly adjusting to their consumption needs, and they have new strategic planning and implementation.

And try to bring strategic investors, such as capital, channels, industrial chain and many other advantages.

In July 16th, the city beauty announced that Sharen Jester Turney had been hired as the group's chief strategy officer and effective since July 1, 2018.

Turney is the biggest fit in the world.

The retailer has worked for more than 16 years, and has served as a CEO for 10 years.

It has made a huge contribution to the development of Wei. She served as president and CEO of the Wei family, making her income exceed $one billion milestone, and the revenue increased from $4 billion 500 million to $7 billion.

City beauty hired professional professionals to join the city, reflecting the beauty of the city to enhance the company's brand image, the determination to develop overseas markets.

In fact, the hiring of CEO as chief strategy officer is just one of the many development strategies of urban beauty.

In April this year, city beauty entered into a subscription agreement with Jingdong, Tencent, vip.com holdings and other wholly owned Affiliated Companies. The total number of subscriptions was about 121 million shares.

Through this increase, the urban beauty raised HK $510 million.

The introduction of star investors Jingdong, Tencent and vip.com is obviously conducive to the development of urban beauty e-commerce business.

The 2017 annual report shows that the income of urban beauty business providers is about 543 million yuan, accounting for about 11.9%.

Obviously, domestic clothing

At present, the competition is very fierce. Whether it is to control consumers' need to actively pform product strategies, or to hire competent professionals, to assist in the planning and implementation of group strategy, and to introduce strategic investors that can bring many advantages such as capital, channels, industrial chains, etc., is the sword of pformation and competitiveness.