Victoria's Secrets (Victoria's Secret, hereinafter referred to as "Viv"), launched in 1995 and first boarded the ABC television network in 2001, has become one of the most important fashion events in the global fashion industry every year.

But Vimi has just announced its decision that Vimi will no longer be broadcast over the television network from 2019. With the change of consumer aesthetic, in the rise of women's power, diversity, inclusiveness and other trends become the mainstream of today's underwear industry, once flourished Vimi is also difficult to fight the decadence.

VIMI's TV ratings hit an all-time low in 2018, slipping from 5.37 million in 2017 to 3.27 million, or less than 10.3 million of one-third at its peak in 2011. In an email to employees, Les Wexner, founder and chairman of L Brands, said the group had "decided to rethink" Vimi, "the fashion business is full of variables and we have to evolve and change our growth." We don't think there's a future for (traditional) television networks. In 2019 and beyond, we will focus on developing exciting and dynamic content and launching new events.

” Les Wexner points out that the redesigned content will be delivered to them through platforms that consumers really welcome, and that its specific communication will "greatly widen the boundaries of fashion in the global digital age."

"He gave no further specific information about the change," he said. With the transfer of the communication platform, Vimi may be reinterpreted, calming the various criticisms that have taken place around the brand. In recent years, around the Vimi of cheers and cheers gradually weakened, followed by a wave of public opinion-many people complain that the secret brand model is limited, models are too thin, and in the rapid change in consumer demand now, the lack of inclusiveness and diversity has become the fatal injury of the brand. "It's not clear if [the new content] is still only related to sexy, superficial old-fashioned sexiness," said Poonam Goyal, an analyst at Bloomberg Intelligence. Is it a change that only by being close to perfection can you become a model for big show?

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Poonam Goyal pointed out that if the relevant changes are to be made, the group will have to do much more than fashion shows, but also need to make changes in marketing, store environment and so on. Vimi has been the brand's most important marketing activity for the past more than 20 years. When the first big Show was held in New York in 1995, the models were walking at the Plaza Hotel (New York Square hotel) wearing petticoats and cardigan sweaters. Since then, the event has become an annual lingerie binge: The perfect models are wearing exquisite and luxurious lingerie shows, interspersed with performances by well-known musicians.

And the brand's signing Angels, will bring their own wings. Think of that year, which model did not take pride in being an angel of Vimi? Les Wexner in a memo: "Viv's brand strength and positive perception are unparalleled, and our big show has triggered a global change in fashion entertainment ... Is also a key factor in building a brand.

"To increase the brand's global visibility and attention, Vimi has held big shows in Paris, London, Cannes and other cities, and in 2017, Vimi in Shanghai. Ed Razek, chief marketing officer at Brands Creative Services, said in a November 2018 interview that the company had "considered" adding transgender and big-code models to the Vichy show and had tried to launch a TV show specifically for big-size models in 2000, but "no one is interested, and it still is." The controversial comments about big-size models and transgender models (such as Vimi's Big show won't opt for transgender models) have pushed the brand to the forefront of public opinion.

Ed Razek then issued a statement of apology.

With Aerie, the underwear brand that doesn't give models P charts, and the rise of new brands such as the Internet lingerie brand ThirdLove, which allows women to find the right bra at different stages of their lives, the lack of change Vimi is even more abrupt in the face of emerging brands that pursue inclusiveness and diversity. Lacking its appeal to younger generations of consumers, Viv's performance in recent years has continued to be subdued and its market share has been declining. Earlier this year, Vimi's parent company, American fashion group L Brands, announced the closure of 53 Vic branded stores in the North American market, much more than the brand's average annual shutdown of 15 normal levels.

(See "Gorgeous Zhi" for details: Vimi parent company L Brands announces its latest annual earnings report, announcing the closure of 53 Vic branded stores in 2019) In addition, L Brands is restarting the swimsuit product line, which was closed in 2016. Swimwear used to Jim Wimi 6.5% of total sales, with annual sales of $500 million.

In its earnings for the fiscal year 2017, released in February 2018, the group said the impact of stopping the swimsuit category on Vimi had not dissipated.

Vimi has registered the term "first love" as a trademark, and if approved, Vimi will be likely to hold the exclusive right to "first" and name beauty products such as body creams, lotions, perfumes and lip gloss, as well as underwear, casual wear and swimwear. Ike Boruchow, a retail analyst at Wells Fargo, said recent moves by the brand, including the re-push of swimwear and the addition of two members to the board, were expected to put the company back on track and become a profitable business again. "We believe that the brand's three recent developments show that the board has formed the best team to guide the group back to profitability. We have reason to be optimistic.

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Ike Boruchow also predicts that the annual big Show is expected to bring 1000~2000 million dollars in cost to the group. For the 2018 fiscal year ended February 2, 2019, the L Brands group achieved net sales of $13.237 billion, of which Vimi sales amounted to $7.375 billion, and Bath & Body Works sold for $4.631 billion. Of these, Vimi's comparable sales fell 2% year-on-year, but Bath & Body Works's comparable sales rose 11% year-on-year.