In The 24 Year, The Secret Show Was Cancelled. How Will It Continue In The Future?

Recently, the secret of Vitoria, the world's famous underwear brand, has announced the abolition of this year's secret show. The future publicity mode will be replaced by other forms. Why did the 24 year extension of the secret show be abolished?

It is reported that since the beginning of 1995, the show has been going on for 24 years, and it is speculated that the reasons for the suspension are mostly related to the decline in ratings. According to the relevant data, the ratings of the TV show have exceeded 10 million viewing times many times, but in recent two years, they have dropped to 5 million viewing times. Last year, they gave up the worst report card - 3 million 270 thousand viewing times.

A number of spectators who watched the show said in an interview with reporters that although the marketing of the "secret show" has been done well in recent years, the content itself lacks innovation from the fact of the secret show itself.

Regarding this, Stuart Bergerf, chief financial officer and vice president of L Brands, Stuart Burgdoerfer, said that the company believed that the way of marketing is very important. At present, the company is discussing how to upgrade brand positioning and improve marketing methods.

Retail expert min Guangya said in an interview with the China Daily News reporter that from the external reasons, the decline of the ratings of the show has made the marketing effect of Wei Mei less and less on the parent company, and the cancellation of the secret show is also reasonable. From the perspective of internal development, the current need for change is really needed for better growth.

In fact, the decline of the show's popularity is only a superficial phenomenon. The decline in its revenue is the most troublesome thing for L Brands. In fiscal year 2016, sales of the company amounted to US $7 billion 780 million; in fiscal 2017, sales fell 9% compared to the same period last year; sales in 2018 fiscal year continued to fall 0.17% to 7 billion 375 million US dollars, of which, the operating profit of Wei Mei underwear was only 512 million 400 thousand dollars, which was down by 45% over the 2017 fiscal year.

L Brands released the latest report shows that as of the third quarter of November 2nd, the company's sales fell 4% to 2 billion 677 million dollars, a net loss of 252 million dollars. Among them, its sales continued to decline by 2% to 1 billion 412 million dollars, while same store sales decreased by 2%, which has declined for six consecutive quarters.

At the same time, it has closed stores since last year. Data show that last year, the closure of 30 stores, L Brands said that this year will close 53 stores, there will be a great possibility to continue to close.

In addition, the scandal at the top of the parent company has greatly reduced the brand image. It is reported that in July of this year, Leslie Viksna, CEO and founder of LeslieWexner, was involved in the sexual scandal of Jeffrey Epstein (Jeffrey). Although Leslie Vics said he knew nothing about it, L Brands also announced that he had hired a lawyer to look into the matter, but the scandal has greatly affected the company.

Some consumers told the China Commercial Daily reporter that the scandal of the virgin parent company has cast a shadow on its brand. Currently, there are many brands of domestic underwear.

Min Guangya told the China Commercial Daily reporter, in fact, the influence of the brand's brand has been overvalued, resulting in the company's disregard for product quality and consumer experience. It is reported that as early as 2008, there were consumers allergic reactions after wearing underwear, the brand to court. In 2017, the Shanghai entry-exit inspection and Quarantine Bureau concentrated on destroying a large number of imported garments, and the underwear for overweight was on the list because of formaldehyde exceeding the standard.

However, the cancellation of the show is not only a negative one. Min Guangya said that it has reached a critical stage of change. If Future Ltd can focus on underwear management and face more and meet the needs of consumers, the brand will probably rise again. At present, the problems faced by Wei are also alarming for the whole underwear industry. Underwear enterprises need to focus more on products themselves and launch a more pure marketing way.