Wei Underwear: The Performance Is Flagging, And The Younger Generation Wants To Hold Thighs.

A French lingerie brand named LIVY has recently taken the thighs of Wei, and has been stationed in the latter's online and offline sales channels.

LIVY first entered the flagship store in Fifth Avenue in New York in February 13th, and exhibited and sold it in the form of "shop in store".

In February 20th, LIVY will open another store in flagship store in Bond Street, London.

At the same time, LIVY will also sell channels on the official website of the official website.

The length of entry is not determined.

It seems that this young brand founded in 2017 is trying to promote the American underwear giant's site.

About a week ago, on the official Instagram, Wei began the publicity campaign of "Victoria Meets LIVY (Victoria meets LIVY)" and released some pictures of LIVY products.

The design of LIVY has a sexy style similar to that of Wei, but it is more focused on hollowing patterns. Moreover, its color is low-key, simple and sexy, and has more tough temperament.

LIVY is co founded by creative director Lisa Chavy, Vog group owner Dan Arrouas and Etam group, not only with lingerie line, but also swimsuit, garment and accessories products.

Underwear prices are mainly concentrated in about 150 U.S. dollars (about 1000 yuan).

At present, there are 10 stores in France, one in Switzerland and one in London, while the United States is an overseas market focused by LIVY. After landing in 2018, it opened 5 stores.

This cooperation with LIVY is a key publicity strategy.

According to the American fashion media Fashion Network, the area of the Fifth Avenue store in New York is about 6000 square meters, which is distributed to LIVY for a considerable retail and exhibition space.

Along the corridor of the shop center, you will see some introductions and video shows about the LIVY brand. Then you will come to a specially opened road for LIVY in the store, which leads to the shop in LIVY.

The decoration almost completely copied LIVY's first store in Paris in September 2017.

"This store will be an important way for us to show," Chavy told Fashion Network. "After the close ties between Etam and the French lingerie leadership group, the American underwear leadership brand also became interested in US and opened the door to LIVY."

Chavy said that from the beginning of the establishment of the brand, it has international positioning. The United States is a key market, which is why LIVY wants to cooperate with the company.

At the same time, LIVY did not stop at the pace of development in France.

In the early February, a new store opened just now. Until March and summer, LIVY will open a new store in Victor Hugo and Marais respectively.

Next, LIVY will join the fashion business Net-A-Porterde 2019 autumn and winter sales.

"Our current idea is that we must meet international demand in terms of output and organization, and we may need a general manager to help achieve growth."

Chavy said.

It can be seen that LIVY is a young, internationally viewed and ambitious brand.

As a veteran brand of underwear industry in the United States, Wei is also willing to cooperate with the younger generation.

An obvious interest point is that it will open the first store in France in 2019, and it may open 3 in the first quarter of this year.

Cooperation with French brands has also played a role in exposing them to their respective regions.

In addition to preparing for new markets, LIVY and its partners may also have the idea of attracting new customers through new brands.

From the positive reaction of LIVY fans on social media, we can see that the design of the new brand is very market.

As we all know, the performance of the company is worrying and needs new growth points.

In December 2018, both physical stores and online revenues declined.

Online business fell 6%, while physical stores fell 8%, and underwear sales and PINK Series sales remained the main reason.

Its parent company L Brands can only continue to count on the benefits of its body care brand, but in December, the group earned $2 billion 470 million, still lower than $2 billion 500 million in the same period last year.

The share price of the group fell, and in 2018 the share price fell by more than 43%.

L Brands sold its underwear brand La Senza in December last year and has been adjusting its business. But there is no way to take the big package of the main brand for the time being.

In the context of cooperation between Wei and LIVY, it may be one of the strategic directions to add new ideas to the brand.

Because in November last year, it announced that it would recall the swimsuit line that was cut in 2016.