[新聞] 維多莉亞的祕密轉型失敗回歸性感
1.媒體來源: CNN
2.記者署名: Cathaleen Chen
3.完整新聞標題:
‘It’s not been enough to carry the day’: Why the Victoria’s Secret
rebrand is over
(包容多元）無法撐起營收：為何維多利亞的秘密重塑品牌到了盡頭
原文長挑些重點翻就好了
基本上維多利亞的祕密要重新擁抱性感，因為試圖轉型失敗
https://i.imgur.com/z0mdMy5.jpg
你一個賣幻想的產品，試著把人拉入現實真的很妙
男人要的是幻想女伴跟模特兒一樣性感。看到這些醜肥都涼了，怎麼會去買
女人要的是幻象自己跟模特爾一樣漂亮。看到這些醜肥把自己拉回現實。
4.完整新聞內文:
The American lingerie chain has spent the last two years overhauling its
hyper-sexualized image in a bid to regain cultural relevance and win back
young consumers who preferred more on-trend upstarts like Savage X Fenty and
Parade.
維多利亞的秘密過去兩年試圖重新塑造品牌形象，淡化極度性感形象爭取年輕消費者。
There were some successes, including a campaign to launch the “new” Victoria
’s Secret featuring soccer player Megan Rapinoe, transgender model Valentina
Sampaio and other spokesmodels, but favorable reviews from online critics
never translated into sales: the brand is projecting revenue of $6.2 billion
this fiscal year, down about 5% from the previous year and well below the
$7.5 billion from 2020.
行銷企劃包括用同性戀足球選手梅根，變性人Valentina等等，這些行銷創造好的與論
口碑形象，但卻無法轉換成銷售。預計2023銷售額62億鎂，相較於2020轉型前的75億
鎂下滑了5%
More recent campaigns have featured models like Hailey Bieber and Emily
Ratajkowski, who would have fit right in with Heidi Klum and Adriana Lima at
the 2007 show, as well as new-look ambassadors, including plus-size models
Paloma Elsesser and Ali Tate-Cutler.
最近還找了一些大尺碼的模特兒代言人
Victoria’s Secret: The Tour ‘23, an attempt to revive the runway show
format that launched last month fell somewhere in between the personification
of male lust of the brand’s aughts-era heyday and the inclusive utopia
promoted by its many disruptors.
But in a presentation to investors in New York last week, it was clear which
version of the brand Victoria’s Secret executives see as its future.
“Sexiness can be inclusive,” said Greg Unis, brand president of Victoria’
s Secret and Pink, the company’s sub-brand targeting younger consumers. “
Sexiness can celebrate the diverse experiences of our customers and that’s
what we’re focused on.”
但最近的投資人報告中，VC品牌長改口說，其實性感也可以很包容
The prime objective? Improve profitability and cross back over $7 billion in
annual sales. That means investing in new categories, including activewear
and swim, updating its nearly 1,400 Victoria’s Secret and Pink stores and
opening 400 new locations outside North America. Costs will also be cut and,
judging from the messaging at the investors presentation, fewer risks taken
when it comes to the brand’s image.
“Despite everyone’s best endeavours, it’s not been enough to carry the day,
” said chief executive Martin Waters.
雖然大家很努力扭轉品牌形象，但卻無法撐起銷售
Waters talked of a challenged retail sector and a consumer who’s choosing
off-price alternatives as her wallet continues to be squeezed by inflation.
另外經濟也影響了消費者選擇其他平價品牌
To win that customer back, Victoria’s Secret is offering its shoppers
products beyond bras, underwear and pyjamas.
增加產品種類選擇
This means returning to swimwear and activewear, two categories that the
retailer exited in recent years. At one point, activewear was a $500 million
business for the company, Unis said, with 16 percent share of the sports bra
market. Today, that segment is far smaller and only commands a 4 percent
share.
Additionally, the brand intends to increase other apparel offerings such as
loungewear, sweaters, slip dresses and corset tops — pieces that are
adjacent to its forte in sleepwear and lingerie, Unis said. Within Pink,
Victoria’s Secret will focus on improving the assortment of fleeces,
sweatpants, tracksuits and other casual pieces.
Perhaps the most drastic departure from the Victoria’s Secret of the past is
its new bricks-and-mortar look. The brand began revamping its retail
locations in 2021, eliminating the dark, austere feel of the stores that may
have been trendy in the aughts but no longer resonates with today’s
shoppers.
The retailer’s “store of the future” will feature bright but warm
lighting, soft decor, a wider entryway and an overall welcoming atmosphere.
Even the fixtures are smaller and rounded, painted in a soft pink tone to
evoke intimacy with the consumer, said Albert Gilkey, senior vice president
of store design and construction at the company.
重新投資實體商店
Victoria’s Secret began its modern makeover in part due to competition from
digital newcomers — brands such as ThirdLove and Parade, that wooed
consumers with inclusive marketing and progressive language.
The threat of their disruption, however, has largely diminished in recent
months as the direct-to-consumer bust continues to play out and digital
marketing costs have become unsustainable for brands with only an e-commerce
presence. Parade was recently sold to Ariela & Associates International, a
bra licensing company that manufactures products for Fruit of the Loom.
But Rihanna’s Savage X Fenty brand remains a force to be reckoned with, and
Aerie poses steep competition for Pink with younger consumers. A potentially
even more formidable contender is gaining ground too: Skims, the shapewear
brand co-founded by Kim Kardashian, raised funding in July at a $4 billion
valuation. The brand projects it will reach $750 million in sales this year,
well below Victoria’s Secret’s $6 billion-plus but far ahead of many other
would-be challengers. An IPO would give Skims the resources to rapidly open
stores and take on Victoria’s Secret directly.
Unis was unfazed. How Victoria’s Secret ventures into apparel will be
conservative in manner, he said, and will follow a test-and-learn approach.
For all its problems in recent years, Victoria’s Secret is still the largest
underwear retailer in North America, with about 20 percent of the market
share, according to its own analysis.
5.完整新聞連結:
https://tinyurl.com/3sajk687
--
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