why victoria’s secret’s idea of sexy may be killing its brand

by:INGOR SPORTWEAR     2019-09-04
Miley Cyrus\'s sexy girlfriend, Stella Maxwell, and other Victoria\'s Secret Angels, came to Times Square to showcase the \"new body of Victoria\" fashion collection.
Look at sexy fashion.
Secret angel of Victoria
Picture: AFPSource: AFPSUPERMODEL Lais Ribeiro walks her lithesome month-
On last November, at the annual Victoria Secret fashion show, her 31-year-old foot-stand went through the stage23-
There are few 33 numbers in the company\'s Dream Bra.
As she did her thing, Harry steers spun around the stage and hit his hit single, the only Angel.
According to the New York Post, the crowd is getting crazy and it\'s hard to know if they\'re cheering on Ribeiro\'s $2 million jewelry bra MS or cheering on Brazilian beauties.
Ribeiro Lais reveals a $2 million 2017 Champagne Night Dream Bra in 2017.
Source: Getty Images, November.
The grand celebration in Shanghai, China was a success.
Ribeiro MS and more than a dozen of her supermodel friends were the sexiest in about $12 million of production that company executives arranged to broadcast on television around the world.
But the world yawned.
In the mouth-watering demographics, the show\'s ratings dropped by 32 percentage points from the previous year
To only 5 million
The company insists that this is still the world\'s most watched fashion event, with more and more people listening online.
This may be true, but 41-year-
Critics say the sale of fashionable and sexy old brands is clearly tired of the middle age. is the 41-year-
Old brands are getting tired in middle age?
Image: Supplier Source: in the hottest and most popular brands in the world, Victoria\'s Secret released the same decline --
Sales of physical storesand-
The US stock market fluctuated for seven consecutive quarters, with profit margins squeezed and inventories inflated.
Investors in L Brands, the parent company of underwear maker L Brands, are suffering heavy losses as share prices have fallen more than 45 this year
Turn it into the worst
Performance stocks in the S & P 500 index.
To reverse the situation, the company\'s executives lowered the price and extended the sales time.
Sales per square foot have fallen over the past two years, and neither work has worked because sales continued to decline in the first quarter.
Perhaps more troublesome, younger, more aggressive competitors now surround Victoria\'s Secrets like a group of hungry sharks --
Each has a marketing campaign that resonates with young women.
Victoria\'s Secret veteran Miranda Kerr on the 2006 show
Image: GettySource: Lingerie Images editor and founder Cora Harrington told the Post: \"Victoria\'s Secret is an example of a company that thinks it\'s too big to fail.
\"I don\'t think they ever thought about where American consumers would go.
\"Walking into almost any of the 1,124 Victoria Secret stores in the United States, you can immediately see where the problem is.
Where are all shoppers?
There are circular video clips of Angels walking on the runway, pictures of attractive frames hanging above the underwear display, and beating music.
But one recent afternoon, the chain\'s flagship store in Midtown Manhattan
Bra and underpants on display, carefully stacked and look untouched --
Talk about the traffic in the store, or there is no traffic.
Traffic at once
The bustling shops stalled. .
Image: Supplier Source: The company acknowledged in its regulatory documents that its customer traffic in the store was disturbing. One sale —
$28 for 5 panties50 —
Extended longer than usual, but no obvious benefits.
Sales of bricks-and-
Mortar shops fell by 5 percentage points in the first quarter after falling by 6 and 1 respectively in 2017 and 2016. Its teen-
Focus on pink brands
In the past five years, this has driven most of the revenue from underwear companies --
Cooling began late last year but did not rebound.
Victoria\'s operating income has fallen by 33 since 2015. What happened?
An iconic retailer is the flagstaff of all the sexy things, with a lot of pricing power and stable supermodels, how can it be so hard? Self-
Industry experts say it has caused trauma.
Sex sale: or so?
Image Source: The Secret of InstagramVictoria once-
Effective marketing strategies using supermodels
Heidi Krum, Gisele bonchen, and Gigi Hadid are Angel alumni
It is largely counter-productive to Columbus, Ohio.
\"For decades, it has been positioned the same way, connecting sexy to supermodels, and now it\'s not working,\" Konik said . \".
The MeToo campaign, which broke out in public awareness in last October, did not help.
According to a recent YouGov survey, the brand\'s image has been hit since then.
\"Angels are not connected, and the shop looks too much like an outdated boudoir,\"-Line Partners.
Victoria\'s secrets are being watched off the field, and more competitors have seized on fashion trends such as bralettes and plus --and thrived.
Is the underwear giant out of touch?
Image: AFPSource: with new competitors such as the American Eagle\'s Aerie brand, the price has been reduced by half and AFPIt has not responded.
Aerie reported that comparable store sales soared by 38 in the first quarter of this year, mainly due to the strength of its AerieREAL campaign, which demonstrated the lack of professional models and regular customers
Last month, Aerie launched a marketing campaign featuring women with various diseases and diseases, including a young woman with an insulin pump protruding from the abdomen and another skin pigmentation
AerieREAL form is no.
A spokesman told the Post that the Polish movement in 2014 was a physical active and empowering movement.
\"Victoria\'s Secret has always been about self-confidence,\" a spokeswoman for the brand said by email.
The mail talks about the positive movement of the body and adds: \"When your bra fits, you stand a little higher, the clothes fit a little, and you feel more comfortable and confident --
This is sexy.
\"Shanina Shaik during the 2014 show.
Image: GettySource: The Secret of Getty ImagesVictoria was also hurt when it exited the swimwear industry.
Experts say there is one less reason for shoppers to go to the store.
Mei revealed on the earnings call that the company may return to the swimsuit field.
No one in management seems to be able to inject new energy into the company, including Les Wexner, who has long been chief executive ).
In 1982, Victoria\'s Secret business was stored for $1 million and a dream. The 80-year-
Old billionaire described as a retail geniusand rightly so.
Mr. Wexner, with a sleepy family
Own the brand limited company and make it the shopping center brand of the post-80s young women.
Mr. Wexner, $6.
According to Bloomberg, 7 billion has been keeping a close eye on Victoria\'s Secrets, taking over the chain in 2016, when Sharen Jester Turney, CEO of the chain for ten years, suddenly left.
Her successor, the singer of January, was appointed three months later, but Wexner never faded out of the company\'s board of directors.
\"Les is involved in a lot of work,\" said Simeon Siegel, analyst at Instinet . \".
\"Over the past decade, we \'ve seen some founders/CEOs step aside, but he\'s one of the most involved people in the company he started.
Others say Wexner is part of the problem.
\"At the end of the day, he is out of touch with today\'s reality,\" said Randal Konik, analyst at Jefferies . \".
Gigi Haddie and Adrian Lima pose backstage.
Image Source: Getty pictures refused to let Mr. Wexner appear through a spokesman.
Recent interviews with the legendary retailer have drawn attention, and he appears to have a lack of understanding of the impact of MeToo sports and technology on retail.
When asked by the Financial Times whether the objectifying of women in the fashion industry encouraged bad behaviour by men, Wexner replied, \"I think it\'s totally nonsense.
Victoria\'s Secret, he argues, cannot take advantage of women because it is run by women.
\"The business has always been the responsibility of a lady.
The marketing director is a woman.
\"These are not exploiting women,\" he told the Financial Times . \".
At 2016, when plus-
Size model Ashley Graham is on the cover of Sports Illustrated for the first time, prompting the leading plus-
Size manufacturers
Only nine clothes.
Promote Victoria\'s secrets on a larger online
\"Unfortunately, at this point in time, we are not going to expand our focus to a larger scale,\" a senior executive replied via email.
Mail of March 2, 2016
\"My company has tried to sell them many times, but the answer is always \'not at this time, \'\" said Jamie Gorman, only nine founders \'. \".
Now, from \"worship me\" to \"love three\", a series of new underwear competitors have launched the plus-
Size lines and secret Victoria heels
Ironically, both appeared with the help of former Victoria Secret executives.
\"Our business started to take off in 2016,\" said Heidi Zac, founder of Love, an e-commerce company.
In June, commercial retailers increased the size they provided from 50 to 70, almost twice the size of Victoria Secret\'s 39.
While it\'s always dangerous to underestimate retail masters like Wexner, for Victoria\'s Secret, the situation hasn\'t gotten any brighter.
Next week, the L brand is expected to report the same-store, brick-and-
U. S. market sales fell 5 percentage points in the second quarter.
Fell for the eighth consecutive quarter.
This is better than the drop of 11 cents a year ago --
But it is still a sign that the wings of these Angels need to be renewed.
The article was originally published in The New York Post and is reprinted with permission here.
Custom message
Chat Online
Chat Online
Chat Online inputting...
Sign in with: