Performance Has Been Defeated. This Year's Secret Show Was Canceled.

None of these models can be successful all the time, especially in the fast changing fashion industry.

Supermodel Shanina Shaik recently told the foreign media The Daily Telegraph that this year's secret show has been canceled, and admitted it is not used to it. "At this time in the past, our models began to start fitness and body management for the annual exhibition. Unfortunately, this year is gone, but I believe there will be some future. I believe they are working hard to create brand and new way of performance, because it is the best performance in the world."

It is noteworthy that Wei Ming is regarded as the highest hall in the modeling world. The cancellation of the show is undoubtedly a great pity for the model. It is reported that the brand has strict standards in choosing the "angel" model. In order to be successfully selected, many models will start self-discipline diet and 8 hours of shaping training in the first half of the selection so as to achieve the "sexy" standard.

The model chosen by the virgin is also the highest paid model in the world. Take Forbes's latest global model income rankings as an example. Kendall Jenner, Karlie Kloss, Gisele Bundchen, Cara Delevingne, Gigi Hadid and Bella Bella enter the top 10 supermodels, all of which are "Secret Angels".

However, with the change of the times and market trend, the significance of the existence of "Wei Mei Da Xiu" began to be questioned by investors and consumers.

In May, Leslie Wexner, chairman and chief executive officer of L Brands group of the virgin parent company, said in a company briefing that the show will face major adjustments. He pointed out that fashion is a constantly changing industry that must grow through development and transformation. Television and networks are no longer suitable for big shows. They will reassess the traditional secret show and look for new forms after 2019.

According to the fashion business express, the ratings of the 2015 show fell by 30%, and the number dropped to 6 million 590 thousand. In 2016, the audience rating of viewers aged 18 to 49 was only 2.1, compared with 2.3 in 2015, which was reduced by 9%. In 2017, the total number of viewers in the Shanghai show was less than 5 million, of which the audience rating of viewers aged 18 to 49 was only 1.5. Last year, the ratings of ABC's broadcasts continued to decline, with the total number of viewers dropping to 3 million 270 thousand.

The direct impact of traffic downturn is revenue and profits. The US media reported that the cost of the show last year exceeded 130 million, which is a major financial pressure for the L Brands, which is not optimistic.

After sales of $7 billion 780 million in fiscal year 2016, its performance began to decline rapidly, and revenues in fiscal 2017 fell 9% to $7 billion 300 million. Last year's performance also showed no improvement. Revenue continued to fall by 0.17% to 7 billion 375 million U.S. dollars, and its profitability declined again. L Brands's net profit fell 34.5% to 640 million US dollars a year.

In the earlier report of WeChat public No. LADYMAX, it is pointed out that behind the novelty is that the millennial generation has redefined what is truly attractive brand or product, not only related to the image of women, but also the company's values and morality.

According to NPD survey data, the motivation of buying underwear is different from that of 80% of women in the early stage. The frequency of purchase of young consumers is changing with the launch of new products. Comfort and leisure have become the key reference factors for the Millennium generation of women to buy underwear. This group is easily influenced by the social environment and is willing to try new things and styles.

However, it may still live in "fantasy", and in reality women need not only sports and work, but also breastfeeding and nurture the next generation. Taking care of their husbands and parents and blindly conveying the concept of "sexy king" to female consumers is meaningless. Earlier this month, supermodel Karlie Kloss said in an interview that the secret show was no longer in line with her image and decided to end its cooperation with the company.

Leslie Wexner also admitted that the decline in the popularity of the Aerie and the downturn in its performance were also affected by the emerging underwear brands such as Aerie, especially their neglect of the large size women's underwear market, which accelerated the loss of market share.

According to the report issued by Coresight Research, its market share in the United States dropped from 31.7% in 2013 to 24% last year. It is being challenged by emerging competitors such as Thirdlove and Savage x Fenty. The market share of these small brands has increased from 36.2% in 2013 to 36.2%, while sports brands such as Nike, Adidas and Lululemon are also invading the market. Their underwear products account for 0.2% of the market share.

In the first quarter of this year, L Brands's total sales volume was $2 billion 629 million, almost no growth compared with $2 billion 626 million in the same period last year, and net profit plunged further to 15% to 40 million 300 thousand US dollars. Among them, the same store sales fell 5%, while Bath&Body Works sales rose 13%. L Brands said that in the first quarter of this year, it closed 35 stores, adding only one direct retail store.

L Brands did not respond to the next step of the next step, and Leslie Wexner said in a memorandum that they will focus on digital development in 2019. Earlier, the group has registered a new trademark, "First Love", which is regarded by the industry as a move of the Third Love, which is the standard of the Internet underwear brand.

Stuart Burgdoerfer, chief financial officer of L Brands, stressed in the conference call after the first quarter earnings report that it did not sell the basic brand, but a fashion brand, and admits that the decline in performance during the period is related to the lack of product fashion, and will increase investment in creativity in the future. Over the past year, the company has speeded up its way into the European market. The brand was once a long queue in Paris's first flagship store.

Ike Boruchow, an analyst at Wells Fargo, said that it is the right step for the brand to make the company profitable again.

The collective Carnival of big show and the exaggeration of social media often hide the deep-seated problems behind the brand. Next step is to think about how to better provide more fresh products and bring consumers into the store again.

What it means is that the urban beauty who is known as the "China Version" is invited to CEO Sharen Jester Turney. After joining it, she is eager to upgrade this year's show to a new height. The Internet underwear brand Wilde Grow also appointed her as a consultant, which means that the mode of Wei Mei still has an irreplaceable charm and still has certain reference value.

Up to now, the L Brands of the parent company has not responded to the relevant news. Author: Zhou Huining