Why Is "Sexy" Underwear Of Victoria Become More And More Difficult To Attract?

In recent years, the Vitoria secret, which highlights the feminine "sexy" brand, is no longer news. In recent years, the ratings have declined year by year, and store sales have declined for three consecutive years.

In February 28, 2019, its parent company L Brands announced that it would close 53 stores in North America. The planned number of closed stores accounted for 4% of the 1143 secret stores in the world. The company's top executives said, "everything is on the table." the sluggish sales made L Brands taste the bitter taste of struggling. "Brands"

In recent years, the sale of Wei MI has been sluggish in the domestic market, and the media has been losing its voice. L Brands has not given up the underwear brand that once swept the world. Instead, it tried to pull back a step in the Chinese market. It not only displayed the Chinese traditional elements on the big show, but also moved the 2017 big show to Shanghai, China, and used 7 Chinese supermodels for an unprecedented time.

On the show, even if Chinese model Xi Meng Yao fell down, Wei Mi directly sent her to the 2018 show.

All this shows good and hard work, although the L BrandsInc. stock market trend has risen steadily after the big show of the year, the sales in the last quarter of 2018 are still more than doubled than the previous year. The decline of Oscar, once known as the "underwear industry", is an irreversible fact.

The intention of Wei Mi to curry favor with Chinese consumers is very obvious. They believe that the Chinese market will replace the US and Japan as new consumption potential stocks. However, after the big show, the Chinese market did not achieve their expected enthusiasm, especially the young millennials, who seemed not to have a cold to those sexy sexuality.

The reason for this is to recall the genetic makeup of the brand and the changes in the aesthetics of the times.

At the beginning of the establishment of the Victoria's brand, Roy Raymond, founder of Roy Roymond, was originally "man centered". In 70s of the last century when underwear could not be carried on the desktop, in order to alleviate the embarrassment of men buying underwear for their wives or lovers, Wei Mi appeared in the form of mail order in the early days.

Victoria's "pleasing" male gene can be said to be deeply rooted.

In 90s, it began to appear every year, and the fairytale world as the same scene layout and the support of the field supermodel, so that this pleasing to the commercial road to the sexy economy.

In order to create the "sexy" female image in the male mind, the angel supermodel enabled by Wei Mi not only has a perfect waist waist ratio of 24 inches, but also a perfect proportion of body fat not more than 18%, and has an unassailable ideal appearance.

In order to get the same illusion of sex as supermodels, women have to find ways to plug themselves into the uncomfortable underwear.

Of course, even if it has been reduced to a flash of lightning, you may not be associated with it.

"Comfort" has never been the selling point of Victoria's secret. The size of the Pink bra series is only 32AA 36D. For the overweight young girls, the underwear will become the chief culprit of self doubt and anxiety.

The angels on the T stage gave their eyes and kisses to the camera, which allowed male consumers to believe that this would be the best gift for their partners.

It has to be said that this clever marketing method has won the success of other underwear brands in the past twenty years. In 2009, it sold 600 underwear every minute.

However, such brilliant achievements have not always been the leader. In the past three years, women's equal rights have been frequently voicing on social media. This has made the secret conforming to the sexy values of women cater for men. With the development of the Internet and the change of aesthetics, many cheap and comfortable underwear brands have been selling very hot on Amazon website. Similar brands like American Eagle and Gap have been added to the competition of underwear products. In addition, in recent years, there are several ten underwear brand start-ups that focus on different women's demands to enter the market, which has increased the cost performance of all kinds of consumer demands, and consumers are facing an unprecedented rich and diversified choice.

In contrast, American Eagle's underwear brand Aerie staged a more fashionable marketing strategy. Aerie's online platform began to use all kinds of tall, fat and thin models in advertisements, while using pictures without pictures, which made women consumers find true identity and self affirmation.

They have fleshy, scarring, stretch marks, and tattoos, nose rings and bald heads. They are not perfect in shape, but their smiles are very confident.

Advertising language is also great: don't change yourself, just change Bra.

Through the viral fermentation of social media, "natural", "comfortable" and "self" become the key words for modern women to choose underwear. Compared to many years of constant secret, their single female values seem "narrow" and "harsh".

According to CBN Data's 2017 online underwear related consumption series research, in recent years, the steel rim underwear with both shape and comfort has been more popular with consumers. Its sales volume is 3 times that of steel ring underwear. "Data

In a US survey, 68% of women surveyed said they did not like the brand so much, and more than half felt it was "unnatural" and "artificial".

As an old brand lingerie that has existed for many years, it is not easy to admit defeat. They are still finding their way for themselves: even if the Fantasy Bra, which is a $10 million brand, has been introduced to create a "feminine luxury dream" on the show, they still define their main consumer group as the middle class and sell it to them at a price of 50-70 US dollars. The once sold hot line Pink series is not only colorful, but also the average price can be as low as 30 dollars.

Two half price activities a year allow fans to enjoy their benefits for many years.

However, in a recent financial statement, the Pink series of parity has not been growing for two consecutive months.

The annual spending of hundreds of millions of Uygur's big show and the previously overstretched offline stores have become a huge burden on Victoria's store. In 2019, it was not surprising that the number of stores closed by the secret program was three times more than the average number of stores closed annually.

The revolutionary era of underwear has come.

In 2018, Rihanna, the fashion queen of cross border goods (Rihanna), entered the underwear industry with her brand new Savage x Fenty. In her official propaganda, she pointed the spearhead against the opposite side of Victoria's Secret: the big size model with different skin color "non dimensional secret body", and specially designed for the big thorax and obese people, the exclusive underwear Lace Embroidered, all sold and sold out on the line, and only provided official website sales. There was no entity shop or any other cooperative retailers.

All these aesthetic concepts and sales strategies are threatening. It seems that the values of "pleasing men's perfect sensuality" have created the negative teaching material of fashion trends.

Of course, Wei Mi firmly believes that he has relied on his own position in the underwear industry, and still has the strength to fight back. In 2016, Wei Mi launched the first bra Bralette Series in history. He had neither a steel rim nor a comforting bra with a bra pad, and stopped selling bikini in the same year, so as to devote more efforts to making the sports series underwear which he had always sneered at.

Victoria is experiencing all the old luxury goods are undergoing the pformation of the era, it is still uncertain whether to win or lose.

Under the impact of the Internet, it is not necessarily a bad choice to light up and close the shop.

Author: Kai Sheng