Wei Mei Pays For Blindly Following Suit, And The Swimwear Line That Has Been Cut Back Is Coming Back.

Swimsuit was once one of the most potential categories of Wei Mei, and now it reminds us of its low performance.

Swimming suit

According to the women's wear daily, the secret of Vitoria, the underwear brand of the United States, is to reintroduce swimsuit products in the spring of 2019, hoping to save customers who loved swimsuits and increase the volume of physical stores and online shops.

In the near future, it also appointed John Mehas, former president of Tory Burch, as the new CEO. Launching the bathing suit will be his first task at the beginning of next year.

Cutting the swimsuit line by Jedi is a major mistake in the development strategy.

At the beginning of 2016, the shooting of spring and summer swimsuit show had not been completed in Bora Bora very long ago. It announced that it would stop the swimwear line established in 1994 and strengthen sports apparel.

Sharen Jester Turney, the then brand CEO, said that the sports product line should be added to more than 150 stores one after another.

Although the swimwear business in 2015 was about $500 million, which accounted for only 6.5% of the total turnover, swimsuits were the fastest growing category, exceeding the underwear.

And swimsuit plays an important role in increasing profit and enhancing brand image.

In particular, the swimsuit show, launched in 2014, has the same public effect as the underwear show.

But then we saw it.

The rise of the new growth point.

Compared to Nike and Adidas, the overall brand image of the visa is more consistent with women's taste than the specialties.

Lululemon has a strong price advantage.

In such a big environment, Wei thought that he could get a good start in the sportswear industry, so in 2015 he extended the category of sportswear to 150.

"We are very excited and delighted about our sports business, especially the sports underwear.

Sports products will be the focus of our next work, and we can see tremendous value added space.

Turney said in an interview with Business Insider.

In 2015, sales of sportswear reached $250 million.

But the trend of the story is different from that of Wei.

After losing the swimsuit and the promising business, the sales volume of the company began to decline year by year, resulting in the poor earnings of its parent company L Brands. In the subsequent earnings reports, L Brands mentioned that the decline of its performance was related to the cut of the swimwear line.

Ike Boruchow, an analyst at Wells Fargo, said: "cutting off swimwear lines is like dismissing a good driver, and some loyal customers are losing."

Like the collapse of the Domino dominoes, it has also been influenced by its own strategy and consumer environment. Many businesses are having problems.

For example, with women's pursuit of healthy body, sexy marketing magic has failed, the annual popularity of the secret show has been declining, and sales of underwear and Pink have declined.

In addition, the negative news around the brand, such as poor quality, net marketing and discount, affect brand image.

Although it still dominates 12 billion 400 million of American women

But it is in an extremely fragile period, and any new brand's trend will probably shake its status.

Because of the marketing methods such as Wei MI, Da Xiu, etc., the brand image and beautiful figure of the two brands have been integrated together. With the increasing emphasis on the tolerance of the body, the brand image has a lot of anti - corruption.

Some young brands have seized on this psychological change, showing women's images of all kinds of body and race in advertisements, such as Aerie under American Eagel, as well as online brand ThirdlOv, True & Co and Knix.

Rihanna's newly launched underwear brand Savage X Fenti this year also features the body's inclusiveness and product segmentation.

In November 20th, L Brands announced its third quarter earnings.

During the period, group sales increased by 5.9% to 2 billion 770 million dollars, and profits fell 76.5% to 54 million 400 thousand dollars, with a net loss of about 300 million yuan.

Comparable sales declined by 2%, while net sales dropped to $1 billion 530 million.

Stuart Burgdorfer, chief financial officer of L Brands, once again mentioned cutting down.

The reason for the business is to focus on strategic development.

Now, after re evaluation, he decided to return to the bathing business.

"It will not take too much time to trace back to the past and when to say anything," he said. "In the current situation, it is a good time to pick up swimsuit business. This is also a feedback from customers."

At the same time, he also said that the company would continue its brand reform.

Including reducing China and

The number of small shops and the sale of UGG in shops.

Glasses and other licensed commodities.