Wei Super Model Karlie Kloss Quit Secret Show, Secret Marketing To Meet Transformation Threshold

Following the secret of the American fashion underwear brand Vitoria (hereinafter referred to as "Wei Wei") announced that this year will no longer live on TV shows, recently, the Karlie Kloss (Carly Klaus) announced that it had withdrawn from the "secret show". The explanation given is that "the secret show is no longer in line with the image it pursues." According to the insiders, the "cooling down" of Wei MI is the key factor for Karlie Kloss to withdraw from the secret show. The "stop" of the live broadcast of the TV show may be the key to save the aesthetic fatigue. If Wei MI can publicize himself in a better way, it will be eased.

　 "Angel" quit

As the leader of underwear industry, many models are eager to wear angel wings to the stage of Wei Ming. But recently, the US supermodel Karlie Kloss, speaking to the British version of Vogue, said it had concluded its contract with the company. She said that the decision to stop cooperation with the secret is because the brand can no longer truly reflect its image, and wants to show beautiful definitions to young women all over the world. It is understood that in 2013, Karlie Kloss officially signed a contract with Wei Ming to become a "Secret Angel". In 2015, it did not return to the stage for business management and programming courses until 2017. Unlike the previous temporary farewell, Karlie Kloss will probably leave the stage this time.

Prior to this, although models withdrew from the stage, they were mostly retired or chose other businesses. Take Tyra Lynne Banks (Tara Linney Banks), a well-known Chinese netizen, for example. In 1997, it signed an official signing of "Wei Mei". In 2005, after the last show of Wei Ming, she chose to become a talk show host and set up the national super model contest.

However, the exit of "Alessandra Ambrosio" (Alexandra Ambrosio), Heidi Klum (Heidi Klum), Gisele B ndchen (Gisele Bundchen), etc., has been analyzed by age factor.

　　 Communication transformation?

Over the past two years, Wei's performance has been declining and its brand has been constantly reformed. Prior to that, it sold the products of the French lingerie brand Livy in online stores and offline flagship stores in the United States and the United Kingdom. It was sold exclusively in the flagship stores of Fifth Avenue in Vitoria, New York and Bond Street in London, and displayed and sold in the form of "shop in store", which includes bra, underwear and pyjamas. Apart from the introduction of foreign brands, it also shut down a large number of low efficiency stores. In the first quarter of 2019, there were 35 stores in the world, accounting for 4% of the world's stores. In addition, net profit in the first quarter of 2019 declined by 15%.

Against this background, foreign media reported that in May 10th, Leslie Wexner, chairman and chief executive officer of LBrands group, a virgin parent company, said in an internal letter that the show would face major adjustments. "Fashion is a constantly changing industry that must be developed through innovation, and television and networks are no longer suitable for big shows." Leslie Wexner said it would reassess the traditional secret show and look for new situations after 2019.

The news was read by the industry, and the show could be suspended this year. In response, the official told Beijing Business Daily that the company did not officially announce the news of the suspension, and no notice was received.

Whether or not the secret is suspended this year, the decline of ratings is an inflexible fact. Prior to foreign media reports, the 2018's secret show hit the lowest ratings in history, on the ABC TV's first broadcast day, only 3 million 300 thousand spectators watched, among which the ratings of the 18-49 year old group dropped from 1.5 last year to 0.9, refreshing the lowest record in 2017.

　　 Net red Era

Zhang Peiying, an Honorary Advisor to the China luxury Confederation, said that the "stop" rumors of the show were perhaps the inevitable result of brand development. At this stage, the information is highly developed and the network communication channels are diversified. In addition, in the past two years, the topic of "Wei Mei Xiu" has been weakened. Even in the event of Xi Meng Yao wrestling, the netizens have focused on the models themselves rather than underwear products with a sense of design.

In addition, the rise of the net red economy has also hindered the development of the secret show. Zhang Peiying thinks that at the present stage, the capacity of carrying a cargo with red traffic may be more influential than that of supermodels or stars, and it will be more intuitive in terms of earnings. If the live goods such as the secret goods are not able to bring benefits to them, the deduction of supermodels may be a loss to the brand.

On the other hand, because brand vitality, market cycle and consumer preferences will be constantly changing, it should consider whether products and services meet the needs of precise customer groups. We should further examine brand positioning and customer positioning, promote brand development from design innovation, marketing operation and so on. We should also pay more attention to young groups and new media means, sort out potential customers and focus on existing customer marketing.