Victoria\'s Secret, the leading lingerie brand, did not keep up with customers\' preferences.
L brand share (LB)
Shares of the parent company fell 46% this year.
According to Euromonitor International Research Group, the brand is still ahead of the women\'s underwear industry, including bras, underwear and underwear.
But the gorgeous fashion show
Bras and celebrity models are not as attractive as they used to be.
Instead, women are calling for more products that are more suitable for themselves.
A young online competitor, ThirdLove, announced last month that it had one.
There are 3 million women on the waiting list, and there are 24 new sizes on the waiting list, from 28 to 48 bands, AA to H Cups, including half size.
ThirdLove said it sold $1 million worth of products five days before the new size went public.
Online stores such as ThirdLove, Lively and True & Co
Provide customized sizes and new products with technology and data.
In the background with Angel Olivier: A game made in paradise of vsfashhionshow.
Who is excited about VSxBALMAIN?
Make it your 11. 29. 17.
Regram @ olivier_rousteing @ balmainA post shared by Victoria\'s Secret (
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At 5: 43 a. m. on November 20, 2017, PST Simeon Siegel, retail analyst at Instinet, said that the recent trend of bralettes is --
Bra with no padding or bottom line, with traditional size such as small, medium, large size
Opened the door for online retailers.
\"With the appearance of the bra. . .
\"Great changes have taken place in scale,\" he said . \"
The bra has a variety of sizes, and for women it is difficult to find the right size without trying it on.
Because bralettes don\'t use a specific band size or cup size, customers will feel comfortable buying them online, Siegel explains.
Once women are used to buying bras on the Internet, he explains, they are starting to try more complex figures.
\"All of a sudden, the moat that dug deep around Victoria\'s Secret began to run out,\" he said . \".
Victoria\'s Secret customers are buying bras online. . .
Michelle Codelo Grant, founder and CEO of Lively, said it was a problem and her company focused on \"how women feel about the product when they look at themselves \", \"Not what they want to be seen by other people who are important.
After customers complained that bralettes did not provide enough support, Lively introduced the \"busty bralette\" in a larger size \".
The new items were sold out in a day, Grant said, and thousands of women signed up for the waiting list.
Heidi Zac,
The founder of ThirdLove said that after Victoria\'s Secret experience was unsatisfactory, she began to seriously consider underwear.
Related: Victoria\'s Secret owner is the worst stock in the S & P 500. \"I walked around the store and thought, \'Why am I here? \'? \"She recalled.
When she got home, she began to study the market.
\"I thought, \'If there is nothing, I will create it.
Buying a bra is an unpleasant experience for many women, Zak said.
It\'s hard to find your size and it can be awkward for the sales person to measure your size.
\"This is not a social shopping experience,\" she added . \".
Last year, she explained, ThirdLove tested the beta in 15 new sizes and sold out in a few weeks.
\"From last year to this year, demand for these sizes has been suppressed a lot,\" she said . \" This helps to expand the waiting list to 1. 3 million.
Third Love and True & Co.
Use an online health quiz to ask about the band, cup and breast shape to help women find the bra size that suits them.
Victoria\'s Secret online health quiz does not include questions about the shape of the breast.
As more women use quizzes, these companies can gather more data about customer needs.
Michelle Lam, CEO and co-president
Founder of True & Co
She said her company had more than 0. 13 billion data points due to the test.
Oliver Chen, an analyst at Cowen, said Victoria\'s secrets could benefit from better loyalty programs.
They \"have to reconsider customer data,\" he said \".
\"If you run a big brand, it\'s hard for you to change.
\"Brand L did not respond to requests for comment.
But the company has changed.
Stuart B. In a call with May investors
Burgdoerfer, chief financial officer of brand L, said he was \"not satisfied\" with the recent decline in secret sales in Victoria and promised to improve.
Victoria\'s Secret introduced new products, such as a series of bras that don\'t wear clothes at the seams, which is betterfitting T-shirt bras.
In January, singer, CEO of Victoria Secret, said: \"These chest covers bring new and young customers . \".
\"We will continue to grow,\" added Singer.