The Strategic Pformation Of Wei: The French Designer'S Underwear Brand Is High-End.

The secret of American underwear giant Vitoria has recently cooperated with the French designer underwear brand Livy to launch a new series of high-end underwear portfolio.

The range ranges from $50 to nearly $500, of which bra sells for between $70 and $200, and the corset sells for up to $350.

At present, the online platform and two Fifth Avenue flagship stores in New York and the New Bond Street (New Bond Street) are available for sale.

Livy, founded in 2017 by designer Lisa Chavy, mainly launches underwear, swimsuit and pajamas designed by Lisa Chavy, after which she worked in fashion for more than 10 years.

The design of Lisa Chavy comes with the playful and mysterious sense of Paris. She says the inspiration of Livy brand also comes from New York and Losangeles. Different styles of design can evoke different emotions.

This week, the new John Mehas, the former CEO of Tory Burch, was welcomed by the virgin underwear business.

(see "ornate ambition": the new CEO of personnel trends is from Tory Burch; L'OREAL group CFO will be replaced); a spokesman said John Mehas did not participate in this cooperation project with Livy.

In recent years, the company has been struggling and sales have been declining.

According to the third quarter data released by L Brands in 2018 fiscal year, its sales volume was $1 billion 528 million and comparable sales fell 2%.

The ratings of the most popular annual show have also declined. The TV ratings of the 2018 show have dropped to a record low from 5 million 370 thousand in 2017 to 3 million 270 thousand. The number of viewers in 2011 has reached 10 million 300 thousand, and this year's data are not 1/3 of the peak.

The partnership with Livy may mark the strategic pformation of the company, hoping to sell more high-end underwear at full price (rather than discount promotion).

With the increasing popularity of Livy, its distribution channels are also expanding.

Livy is currently sold in major stores and retailers in Europe and the United States, such as Le Bon March e, Galeries Lafayette, Coco de Mer London and Bergdorf Bergdorf in New York.

Livy has three stores in France and plans to open fourth stores later this year.

The cooperation between Livy and Wei also includes a variety of elements: black or red minimalism, capable lines, pparent materials, wild leopard patterns, and so on.

Lisa Chavy thinks that modern women do not only have one personality, but are "multifaceted". Sometimes they want to be sexy, sometimes they want to be fashionable, sometimes they want to relax.

Lisa Chavy said: "this is why we develop this brand."

Lisa Chavy also said in a statement to the media: "I like the way women make decisions, and they can decide their way of life boldly and completely.

I created Livy because I wanted to give women freedom. It would go beyond ordinary underwear and become a way of life for women.

Sara Sampaio, wearing a Livy bra, said: "it feels like nothing. It's very close and sexy."