Victoria's secret, which has always highlighted women's "sexy", may really be over.
On February 28, 2019, its parent company, L Brands, announced that it would close 53 stores in North America. The number of planned closures accounted for 4% of the company's 1,143 Victoria ’s secret stores worldwide.
In fact, there are early signs. The ratings of big shows have been declining year by year, and the sales of stores have plummeted for three consecutive years.
The company's executives said that "everything is already on the table" and the continued sluggish market makes it difficult for L Brands to reproduce the old myth of Victoria's Secret.
01
Tracing Back: Wei Mifa's Family History and the "Era of the Gods"
1963 was the beginning of the story.
Founder Leslie Wexner (Leslie Wexner), with outstanding taste and keen business sense, founded a clothing brand that focuses on young women.
As the first person to eat crabs, the Limited Brands founded by Leslie became a hit and went public in just six years.
In 1999, Leslie signed a few of the most famous models in the industry at the time. The first live broadcast of the Victoria's Secret Show, which was watched by 1.5 million people, triggered a new round of viewing frenzy.
At that time, Wei Mixiu's high-cold style was exactly the same as other High Fashion (high fashion), but the high ratings still let Wei Mi smell the first-line business opportunities.
2003 was the turning point of the Victoria's Secret Show, which later became known as the "Era of the Gods."
That year, standing on stage C, from left to right were KK (Karolina Kurkova), Tyra Banks, Heidi Klum, Gisele Bündchen, and Lima (Adriana Lima).
Each one is a well-known super model, with a long body and a stable typhoon.
Everyone thought that this was the beginning of blooming flowers. As everyone knows, it has become an insurmountable classic.
Because of unprecedented attention, Wei Mi's net sales in that year reached 2.8 billion U.S. dollars, and more than 1,000 chain stores located throughout the United States.
Victoria's Secret Show has increased Victoria's Secret exposure, and Victoria's own brand effect will definitely place higher demands on Victoria's Secret models.
Angel's long hair is naturally slightly curly, like a woman who has just woke up, has not been groomed, or has just experienced a perfect sex.
The red face, blurred eyes, and charming face all caught the hearts of the audience in front of the TV.
Victoria's Secret has given everyone a chance to have a bright and dreamy spring dream. This definition of sexy beauty has also run through its mainstream values.
From the domineering Ji Niangni in the "era of the gods", Angela Lindvall (Angela Lindvall) known for twisted fingers and electric eyes, to "Mesozoic" angels as sweet as Miranda Kerr,
On the stage of Wei Mi, the most emphasis has been on diversity, but if you think about it, those that are most favored by the organizers always have a single aesthetic-thin waist, hips, and B cups.
02
Evolution: Entering the Chinese Market, Interpreting the "Chinese Style"
Whether it is a "print quilt" or the "checkered" element that embarrassed the sky, there is a strong rustic flavor, not so much an interpretation of "Chinese style" as blasphemy.
In addition to the inadequate interpretation of the "Chinese style", the most criticized of Wei Mi this year is the "unprofessional" of the model.
"Most famous" Xi Mengyao walked backstage back and forth, known as the worst "crisis public relations" in the history of Victoria's Secrets.
It is ridiculous that in order to create a controversial topic, Wei Mi still sent her to the 2018 big show list.
03
Alienation: Blindly cutting leeks and being bitten by the market
It shows that in men's aesthetics to women, the chest is always a topic that cannot be avoided.
This probably explains why Wei Mixiu's shots will always have a close-up of the model's chest.
In the 70s of the last century, we could n’t talk openly at the dinner table in underwear,
Later, the coquettish women on the runway, and the men with bright eyes in the auditorium, exactly illustrate this point.
The "Angel" of Victoria's Secret has not only a perfect waist ratio of 24 inches and a body fat ratio of no more than 18%, but also an impeccable ideal appearance. In order to achieve the extreme "beauty" in the eyes of men, they can only be forced Diet and engage in high-intensity exercise.
This crazy pleasing and courting must have been a model for female Durban in the past.
But in recent years, the voice of women's equal rights on the Internet has become higher and higher, and more and more people have spoken out of this female slavery value that caters to men.
why?
Because of the rise of women, there is no need to use cups to cater to men, and the relationship of kneeling and licking by relying on nudity is essentially an insult.
From this point of view, the idea advocated by Wei Mi is inconsistent with the current mainstream values, and it is normal to be abandoned by the times.
Take a step back and say, why do you maintain our aesthetics?
From the 87th edition of "Lin Daiyu", to "Li Yuchun" in 2005, to today's "Yang Chaoyue", our aesthetic has been updated and has been undergoing transition. In contrast, the "sexy" defined by Wei Mi is really too Over "narrow".
05
end
For a piece of underwear, everyone is more concerned about its practicality and comfort.
For example, Wei Mi ’s underwear never uses “large-size†models, which means that such arrogance will inevitably cause them to lose some potential customers.
For another example, Wei Mi's "woman slave" consciousness is more targeted at housewife groups in modern times. Such groups have weak purchasing power and long replacement cycles. In the long run, it is not good for brand development.
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