According to the world clothing and footwear network, Victoria's secret (hereinafter referred to as "visual secret") underwear show is art? Or sexual fantasy? There is a saying on the Internet: let men silence, women cry. The annual big show is an international event. This year in the Grand Palace in Paris, 52 world-class sexy supermodels, 82 sets of dreamy costumes, 43 pairs of beautiful "angel wings", 20 million dollars to create a gorgeous T-stage, fried Tickets of up to 1,000 pounds, millions of dollars worth of underwear, plus superstars such as Ladygaga and Mars, and 500 million viewers to catch up... The secret IP is a kind of underwear show that is "difficult to be elegant" Became a successful performer in fashion. Sexy is coming Sexy is synonymous with secrets, the fantasy shape on the show, exquisite makeup, devil figure, human body, full body, smile, innocence, full of gas, lively, sweet and charming... there is no dancer and neutral, for example Pouting, flirting, drawing sweethearts, or naughty or evil spirits to walk the enchanting step, supermodels are too good at: "wearing this underwear, it is so sexy!" The creation of the secret is derived from the experience of the founder Roy Raymond buying sexy lingerie for the newlywed wife: the female clerk regarded him as a nasty wretched man, recommending him to be ugly printed terry robes and nylon pajamas. In order to benefit the world man who bought underwear for women, he came up with the idea of ​​opening a lingerie store. In 1977, the first "Victoria's Secret" was opened. This is a high-end boutique lingerie store with dark wood, oriental rugs and silk curtains. It is like a Victorian woman's boudoir, mysterious and fragrant. In the first year of opening the store, the company earned 500,000 yuan, but after the rapid expansion, the capital turnover was not sold to the founder of The Limited, Leslie Wexner. The Limited maintains the personal character of the “Victoria's Secret†store and quickly expands its product line to evening dresses, perfumes and more. Two years later, "Victoria's Secret" has grown into a well-known fashion underwear brand in the United States. The industry's evaluation of its brand is "changing the underwear of American women." In less than a decade, Vimy became the largest lingerie retailer in the United States for $1 billion. In 2015, revenues were $7.2 billion, accounting for 40% of the US market. Full of routines It can be said that from the creation of hot spots, to the realization of cash, Wei Mi has a hand. One of the routines is FB. Since 1996, every secret show has produced a "fantasy bra" with hundreds of millions of dollars. Only the most popular and worthy Victorian angels were qualified to wear. This one-of-a-kind "Fantasy Bra" is called FB by fans. This year's Bright Night took nearly 700 hours, with nearly 9000 hand-set diamonds and 18K gold-plated emeralds, weighing more than 450 carats and worth $3 million. Every year, angels meet Fantasy Bra's surprises as a routine in the routine: nervous expectations, carnival, screaming... The second routine is the wings. Wings are not standard for all secret angels. Only the world's top models, that is, "signing angels" are worn. Of course, sometimes there are wings that are not signed. For example, Chinese models with increasing weight in recent years, but the angels of signing angels have higher gold content. Since then, in the world's most popular Wei Mi show, through the television broadcast, will also introduce two angels, one is the FB wearer of the year, the other is a newcomer who will sign in a year or two, telling their story of being discovered . Routine 3 is a guest. Every year, Wei Mi invites popular singers to perform, and must also sprinkle a little model and singer's dog food. The fixed play includes the guests on the stage interacting with the models, such as men and women, women and women. This year's 160 Mars Brothers stood next to the 190 model and sang on the neck. It was a scene. Routine 4 is the topic. In addition to the topicality of the performers, the opening and the middle are interspersed with many designer creations, model test arrangements, and unexpected “wearing†links. In fact, the professionalism and rigor behind all aspects of Wei Mi show are released through public relations companies. In addition, Wei Mi also embraced social media earlier. As early as the 2012 TV show on the Vimi big show, there was a hot search. In 2016, Wei Mi invited the three major online red sisters to the catwalk, which was unconditionally catered to social media. Routine five is cheap and luxurious. Why do you do the secrets of fast-selling underwear? The annual show is just as attractive as the luxury big-name show? Imagine, want to buy underwear for the goddess, first see the FB worth tens of millions, then see another What is the mood of Wei Mi, which is priced at 80 US dollars? Vanity is nature, high psychological pricing, shameless price, and luxury purchase. You are naturally willing to pay, this is the routine of the secret. Life is also sexy, dead and sexy Although the recent "Vimi Show" is still very lively, but if you look at the earnings report, it is no longer "sexy" where: the same store sales in October 2016 fell 2%, compared with the previous three months, eight, eight, nine months Zero growth is more regressive. Behind the luxury, this underwear empire has gone from bad to worse, and some analysts expect that the future performance of the company's parent company, L Brands, will be worrying. There will be no signs of recovery before 2018. "Sexy" doesn't seem so good to sell? In other words, the thin body that is sexy and the deep groove of the steel ring, and the unchanging “perfect†make people feel the aesthetic fatigue... Abandoning the routine, pursuing a fresh and diversified physical sense is actually the inevitability of the continuous development and optimization of human genes. It also shows the subjective feelings of aesthetics as a changeable human being, and naturally faces the inevitability of being replaced by change. Similarly, A&F, which has been tightly tied to the word "sexy", reported in the third quarter that the group's year-on-year sales fell 14%, the biggest drop in recent years. This is already the "main theme" of A&F for 15 consecutive quarters. To make matters worse, the net profit for the third quarter of this year was only 7.9 million US dollars, down 81%. The brand that made American teenagers crazy about it was not just the product itself. “Walking A&F is like going to a nightclubâ€â€”dark lights, noisy music, rich perfumes, huge nude men’s posters, half-naked male shop assistants, and with these, founder Jeffries puts “rebellious†and “sexy†together with the seagull logo. Packaged and sold to the boys and girls who are in adolescence, hormones, and full of yearning for adult life. A&F's success is inseparable from sexy marketing. However, sexy is fragile, and more will become a kitsch or even trouble. Jeffries's unseen "sentimental experience is sexual attraction" and the seemingly ill-conceived value control "we have to look good in the store." Employees, because beautiful people will attract more beautiful people, we just want to sell to beautiful people, excluding large size, etc., isolated minority groups and caused dissatisfaction, which also makes A&F not only fall into a pile Among the piles of lawsuits, word of mouth and sales have all declined. Since then, Jeffries, who did not realize the crisis, has become more and more aggressive in “naked marketing†– since 2009, A&F has not only made the models wearing only underwear boldly play the temptation of eroticism in advertisements, but every new store opened, it is directly Pulling a ticket to reveal the upper body, the excellent "fresh meat" lined up to stand in front of the store to attract customers. Selling “sexy†seems to be still easy to use, but unfortunately, these methods can't last long to keep consumers enthusiasm for buying brands, and the curse that continues to fall is still shrouded. The rise and fall of A&F is also reminiscent of another American-made clothing brand that has been a hit, American Apparel, which is currently struggling. The similarity between the two is that the brands have embarked on a large-scale sexy marketing route, which is “sexy†and ultimately “sexyâ€. In comparison, Wei Mi's current impact is small and lagging, but millennials have gradually not bought its sexy account. Millennials not buying The new generation is not flustered by rude, tagged sexy sales. The Curiosity Daily article has cited an observation frequently mentioned in consumer research reports issued by many authoritative organizations: Millennials value sustainability more than any previous generation when making purchasing decisions. And social responsibility. According to industry experts, if the brand only focuses on the external and superficial visual effects in the marketing process, it will never involve gender identity, diversity, environmentalism, feminism and other hot topics. Millennials have a huge impact because they want to support real and valuable brands. For them, products are more than just products. Brands should be words that symbolize greater or social significance. This is part of the sexy, cool meaning, which is also a factor that appeals to today's young consumers. For millennials, the idea of ​​sexy marketing masters “want to sell to beautiful people†is too much to emphasize the appearance of the body and even to the point of discrimination, and the “Perfect Body†advocated by Wei Mi also allows consumers to Brands generate dissatisfaction – “damaging ordinary women, making them unconfident and insecure, and promoting the concept of 'perfectness' materializes women to some extent.†From an aesthetic point of view, the large muscle man on the A&F propaganda poster is no longer popular, and the slim figure of the Victorian angels has been criticized as "unhealthy" and "unnatural". In addition, the transparency and interaction of the Internet era has made millennials more eager for sincere marketing. The secrets of these various routines are of course the power to absorb gold, but the fixed mode is often an unremarkable old routine, except Turn into talks after a meal, let alone talk about buying. Of course, these brands have also observed new changes in consumers. Wei Mi also tried to make himself more "tolerant" and began to exert his strength on the functionality and comfort of underwear. Although they have not seen much improvement, at least they finally did not intend to follow the old road of the previous 20 years. ". Optimistic about China In addition to the four Chinese models of Liu Wen, He Sui, Yan Mengyao and Yan Xiaowen, Wei Mixiu also invited Chinese artists Cai Yilin, Zhang Ruoxuan and a large number of media to watch the show. Wexner also hinted that it might be considered to move Wei Mi Xiu to Shanghai in 2017. It can be seen that Wei Mi is trying to open up the Chinese market to shift the pressure on local sales and earnings decline. But the Chinese cake is not so easy to eat. Regardless of product design or marketing strategy, Wei Mi did not make differentiated adjustments for overseas markets. Consumer response, the size and design of Wei Mi underwear is not suitable for the Asian body, and the "Chinese style" that appeared in this year's Wei Mi show is to let Chinese netizens shout: Do you have any misunderstanding about China? ? The show hurriedly pleaded, and it continued to the company's report. On the day of the 2016 Vimi show, the parent company L Brands shares fell 2.40%, far less than the S&P 500's 0.22% decline. Revenue in the third quarter also fell from $333 million in the same period last year to $283 million, a drop of 16%. Obviously, China's Wei Mi powder may be in the Weibo show every year, in the Weibo or friends circle to praise the model's long legs or Tucao "God design", perhaps taking advantage of the fashion lag in the mainland market, The future entry may be able to earn a bonus, but to convert this online heat into actual purchases, there are still many things that Wei Mi needs to do. For more exciting reports, please pay attention to the world clothing and footwear network. Noodle Pot,Noodles Instant Pot,Best Stainless Cookware,Cooks Stainless Steel Cookware SUZHOU JIAYI KITCHENWARE TECHNOLOGY CO.,LTD , https://www.jiayikitchenware.com
December 26, 2022