To the Shanghai office show the US underwear brand Victoria's secret, recently because the show near the earned a lot of eyeball.According to reports, on the 5th of this month announced the company's new important decision, that it will and French fashion Brand Balmain creative director Olivier Rousteing cooperation, the launch of the capsule series at the end of November Shanghai show on the show.
Whether it is sexy and exquisite style, or gimmick full of supermodel underwear catwalk, Victoria was once the female consumers regarded as the underwear industry luxury, but the heat rose faster, the retreat was also fast since last year, Victoria In addition to the company's sales and profits have been in a state of decline, from the consumer terminal, Asian consumers have begun to find American brand underwear style and size is not suitable for their own, no longer blind pursuit of brand effect. Held a large luxury show also gradually reminded the aesthetic fatigue, the status of a little bit of trouble.
In order to reverse the status quo, the company's management has made some reforms, such as cutting off the brand swimsuit product line, but the decision later caused controversy in the industry, that it is not the right decision, because doing so narrow the secret The profit side.
Now, as much as the aging fashion brand, you want to cooperate with the brand with the hot market to restore the situation.Although the series of retail and price details are not disclosed, but it is clear that, After a series of four quarters of sales decline, this will be regarded as one of the strategies to revive the brand.However, even if Balmain's design in the fashion industry reputation is high, Olivier Rousteing himself is a social network player, retail market analysis The division still believes that this cooperation can not bring much long-term impact of the security.
It is understood that analysts say the reason to be held to the dimension of their own position, Lingerie Addict blog founder Cora Harrington and Glossy in an interview that the beginning of the establishment of the secret is not much hope to enter the fashion industry , And last year cut off the behavior of swimwear and clothing line, although in order to streamline the category, but also further let the brand away from the fashion category.
Victoria's parent company, L Brands, also announced the company's earnings in September, according to a report that although overall net profit rose 1% to $ 981.6 million, overall sales continued to fall by 2%.
For the dimension, the value of Balmain can of course increase the level of the beauty of the brand, but for consumers, they will not because of a cooperation put the dimension as a fashion leader in the forefront.As H & M had In the same way as Balmain's co-operation, the Balmain brand's followers would rush up to buy, resulting in a false impression, but it was only because the joint series was the only way for consumers to buy Balmain products And channels, but after the end of the joint, H & M is still into the bottleneck period, showing that the joint can not be able to bring the brand a long-term positive impact.
Mary Leigh Bliss, chief executive officer of YPulse's chief marketing officer, said that Rousteing's use of the relationship between himself and the star was undoubtedly good at Balmain's marketing, but it was hard to drive the hot spot, The brand 's joint has been so much tired.
Harrington felt that Balmain would have to gain more than the gain in this partnership because it would allow a luxury brand to reach out to the mid-consumer group, or those of the 'shopping mall' consumer groups. Is for the US market.Will in the United States regardless of the shop area, market penetration or customer contact are the leader in the underwear market, 'through such a strong influence, Balmain can use Victoria in the US market contact To more consumers, to increase brand awareness. "Harriongton added.
And Victoria to face the competition is from a number of aspects, the company is the next step to increase the expansion of the Chinese market, in addition to international and local offline retailers, there are such as oxygen APP such as underwear electric Dominate the market, at a lower price, more suitable for the size of the Asian body and design supply of goods, these electric business strong competition point also let the secret of the road to revive the longer.
