How To Monopolize Underwear Market In Vitoria Secret

　　 Victoria's Secret It changed most women's perception of beauty, and it transformed beauty and sexuality into an internal economic force, which has never been copied.

In the design of the dreamy T stage, every model has the appearance of the angel's face and the devil's body without exception, but this is not a fashion show in Paris. The sexy underwear of the Victoria's s Secret is the leading role of the whole show. This is the vision feast that many men expect every year at the end of the year.

In fact, the secret of Vitoria is also unstoppable for women. It has been absolutely monopolized in the underwear industry of the United States for 20 years. In 2004, the company created a sales peak of more than 600 underwear per minute. In 2009, the data show that in the United States, 50% of the bra products used by young women under the age of 30 are the secrets of Vitoria, and the similar brands of underwear industry such as SaraLee and Maidenform can only be seen.

The secret of Vitoria has always insisted on the opening mode of the US hinterland. By the end of 2011, the secret of Vitoria had already had more than 1000 stores in the United States. Although the overseas market is usually based on network sales, so far, the company has set up nearly a hundred branches in South America, the United Kingdom and the Middle East, and Vitoria's secret has become the expectation of women worldwide.

In fact, underwear has always been regarded as an industry without articles in the past. The traditional white cotton underwear gives people the impression that it is always plain looking and the value promotion is extremely difficult. However, after the secret of Vitoria, the image of underwear has been reshaped, the fashionable operation mode and the quasi definite position have filled the market gap of underwear industry in the past, and also changed the inner beauty values of women.

If we mention the secrets of Vitoria, people will always mention a series of matching words such as sex, fashion, romance and so on. Their products extend to the outside world to pajamas, swimsuits, coats and perfume, and beauty and sexy are always the secret economic power of Vitoria.

Sexy parity positioning

The secret of Vitoria as a sexy incarnation is not designed for women at the beginning. In 1977, American RoyRaymond only wanted to buy an underwear for his wife, but he met with embarrassment in buying underwear in a department store. So in order to make men buy Women's underwear easily and easily, RoyRaymond opened a shop named "Victoria s Secret" in San Francisco, so the secret of Vitoria seems more intimate to men.

At the beginning of the store, the secret of Vitoria still did not get rid of the traditional ideas of convenience and comfort. But the products of RoyRaymond were different from those of the same white cotton underwear. He added color to underwear and blended the elegance and elegance of European design. Even the name of the shop also borrowed the medieval English flavor.

Only in those days, sexy was the only factor that was not taken into consideration, while underwear was the only factor. market It has also been overlooked. In 1982, although RoyRaymond had opened 6 branches, it encountered difficulties in operation, so he sold it to the LimitedBrands (LTD) group at a price of $4 million. In fact, a market research data from LTD group shows that from the age of 12 to 3 years, the underwear consumed by American women will be around 200 in the lifetime. Under the operation of the group, the secret of Vitoria has also broken the market position in the past and entered the promising market with a brand new face.

Generally speaking, underwear is based on two needs, comfortable or stylish, and the two are hard to balance. Cotton cloth is naturally the most comfortable material, but cotton underwear is too ordinary in visual effect and texture. Those so-called sexy underwear usually use shiny and translucent material. Similarly, the simplest design tends to be the most comfortable, but the design with the inner liner and the upper supporting line, or the T-shirt instead of the traditional underwear, is obviously unable to provide the highest degree of comfort.

That being the case, the companies entering the underwear industry first need to decide their product positioning. The secret of Vitoria does not choose the traditional "comfort" as the biggest selling point. The president of the company GraceNichols has made clear its brand positioning countless times. "The secret of Vitoria gives customers sexy, charming and fashionable, or there will be some romance". {page_break}

Therefore, the secret of Vitoria has introduced a new product line, adding black, red, purple and other sexy tonal to underwear manufacture. The style is also exquisite. The designer will add gel filling to the lower edge of the corset, so as to achieve the effect of upgrading and gathering. It will also create a matching underwear style for women's tights, and design a smoother edge on the top of the endless cup and a more suitable shoulder strap. These design ideas have obvious sexual appeal.

Not only that, the secret of moving women in Vitoria is actually a nuance. It will design super soft foam lining inside the bra, and give chest type natural ascension. At the same time, the bra will form different memories on different chest types, and users will naturally enjoy the customized effect. For product updates, the company requires designers to develop a new bra style every year to suit their fashion positioning.

After this image reshaping, some shy and conservative graceful images also fade away. The secret of Vitoria is also far away from the original intention of RoyRaymond. In the precise positioning of the customer base, women who are 15-60 years old and want to be more beautiful and sexy become their main consumers.

The secret of Vitoria has always insisted on its more mature market route. In fact, in the survey data, girls over the age of 15 also have the need to buy underwear, but they have different size requirements, and tend to be more colorful products and cute models instead of more sexy designs for design and style. Of course, "young girls are not willing to buy clothes with their mothers in the same brand". Therefore, in order to avoid brand damage, in developing the Pink series for female college students, the secret of Vitoria is not involved in the market for young girls.

After the renovation of the market position, the secret of Vitoria also began to expand rapidly. In the past decade, it has grown into the largest female underwear retailer in North America. In fact, RoyRaymond adopted the parity strategy at the beginning. Until now, the price of the secret bra in Vitoria is basically less than 30 dollars. But after the LTD group completed the acquisition, it began to use mass production to reduce costs, and increased sales by chain operations and multi-channel sales. In fiscal year 2011, Vitoria achieved a total sales of $5 billion in secret throughout the year.

Brand image building

In the secret debut of Vitoria in 1980s, there were Frederick, sofHollywood, SaraLee and other brands focusing on women's underwear in the US market. In the market at that time, the definition of underwear as a physical clothing has been accepted by most people. But the secret of Vitoria has to change the definition and expectation of underwear for people. Self image building and promotion naturally become the most effective way.

Every secret of Vitoria's behavior will not deviate from its sexy positioning. The interior design of a store is also the same. The commonly used pink wallpaper is embellished with a feminine atmosphere. Although the secret store in Vitoria will redesign every 5 years or so, it will not lose the image of the "female boudoir". For advertising, the secret of Vitoria has never been invested. The company spends more than $60 million a year in advertising. American fashion magazines such as Cosmopolitan, InStyle and Glamour are platforms for its cooperation.

Of course, these are just the most common means. The most notable moment of Vitoria's secret is, of course, the annual underwear show. From 1995, there will be a night at the end of each year. Men can enjoy the beautiful supermodels with saliva. Women can also see the latest underwear products. The underwear show has become the secret design and effective advertising machine in Vitoria.

The US Super Bowl competition in 1999 was doomed to be different. During the professional rugby game, the 26 Secret Models in Vitoria took the runway as the T stage, and the webcast on that day immediately attracted 1 million 500 thousand people to watch online. The overload of network traffic even affected the live broadcast of the competition.

After 2002, Vitoria's Secret annual underwear show will be exclusively co operated with the CBS Broadcasting Company of the United States. It will be broadcast in 180 countries and will be broadcast live on Facebook and Youtube. With annual event marketing, Vitoria's secret has at least 1 billion spectators all over the world.

The super model with such viewing effect is the most sensible investment of Vitoria. The talented models are willing to sign with the company. After all, no one will be surprised at the model of GAP, but if we mention the Secret Angels in Vitoria, everyone will sigh their beauty. And the secret T stand on Vitoria seems to have meant success. American supermodels AdriannaLima, HeidiKlum and YyraBanks are all top models from Vitoria's secret.

But the models of secret choice in Vitoria are all about the traditional image of beauty. They do not have exaggerated breasts or pure sheer charm like AndersonLee. The slender figure of these models is also regarded as the perfect female figure. In the annual underwear show audience, nearly 6 of Chengdu are women. This definition of beauty is unconsciously implanted in their consciousness, and it also affects the internal aesthetics of women worldwide.

And every time underwear shows, people associate the beauty of supermodels with the secret underwear image of Vitoria, and the secret of Vitoria becomes beauty and sexy incarnation. They all seem to believe that "just putting on the secret of Vitoria can enhance self-confidence and make themselves look more beautiful". It can even turn those ordinary family women into beautiful models walking on the T stage.

The image marketing method has already put the beauty and sexy label on the secret of Vitoria, and the effect of underwear on beauty has been gradually accepted by consumers. While defining beauty, Vitoria's secret has also gained a lot of industry profits. {page_break}

Multi channel sales

The secret sales channel in Vitoria is not a combination of ground stores and network e-commerce, but rather a multi-channel mode of directory direct mail. These 3 different marketing channels are also in line with the product characteristics of underwear.

Stores are naturally Underwear The most traditional channel, after all, is that women purchasers are usually more willing to try on the store to determine the style and size. However, at the beginning of the secret store in Vitoria, RoyRaymond set up a directory Direct Mail mode for men. During his 6 years of operation, the secret store in Vitoria released 8 print catalogues every year. Customers can get free from the store, and the company will distribute it to customers through free mail cataloguing system.

As a result, consumers can only order products through telephone and fax, and use credit cards, checks or cash on delivery to complete the purchase process. At that time, the payment system in the United States was almost perfect. Men could either avoid embarrassment in underwear shops or make purchases very convenient, so even after being bought by LTD group, directory Direct Mail has been retained.

After 1999, Vitoria's Secret attempt to computerization of all product catalogues, and consumers just log on to Vitoria's Secret official website, fill in the email address, will receive the electronic version of the product catalog. In order to reduce the cost of printing and mailing, Vitoria's secret paper products catalog began charging in 2002 and sold at a price of 3.2 US dollars in a physical store. Even so, the United States sells more than 390 million copies of the catalogue every year, and the number is 500 million if the South American and European markets are included.

The secret of Vitoria has always believed that the network is enough to cover the countries and regions outside the United States, so it has rarely set up any overseas stores. So far, its stores have not even come to China, but online shopping channels have become the sales highlights of the company. Since investing nearly $5 million in 1998 to build B2C online sales platform, consumers around the world can easily purchase any product. In 2011, Vitoria's secret sales in online shopping channels amounted to $1 billion 650 million, and since 2006, Vitoria's secret has always been among the top 30 in the sales volume of online retail sales.

Vitoria's Secret "360 degree" sales channel meets the needs of consumers whenever and wherever they want. Besides the underwear show with only once a year, the comprehensive sales channel also makes the name "Vitoria secret" become known. BillLepler, vice president of customer relationship management at LTD group, also believes that "the number of consumers in Vitoria under the multi-channel operation has increased 3-5 times than that from a single channel".

Of course, multi-channel management has also brought many challenges to Vitoria's secret. LTD group CEOLeslieWexner admitted that "until 1998, directory Direct Mail has been in a state of depressed retail sales, and the two irrelevant market strategies make the sales of the two channels far from each other". And after the purchase of online shopping, how to lay out products in three different channels to maximize revenue has also become a difficult problem for the company to solve eventually.

Underwear usually has dozens of different sizes, and there are many styles and colors under each dimension. In order to reduce unnecessary budget, the secret of Vitoria must determine the geographical and channel differences of consumers buying underwear. Therefore, since 2001, the company has developed a customer database to track and analyze product sales in different channels. Employees will decide the product distribution of different channels according to the database records of stores, directories, direct purchases or online shopping. According to the data in 2009, directory direct mail and online shopping have already completed 30% sales.

Of course underwear is the most sensitive product type to size requirements. Therefore, the secret of Vitoria needs to ensure that consumers can buy the right size underwear from all kinds of ways. Therefore, the company has meticulous customer service, and the company's customer liaison department, the call center staff union meet the needs of customer replacement size, and so on, will also provide models for consumers who are changing their shape.

In fact, no brand can be comprehensive, and so is the secret of Vitoria. The size of the Pink bra is only 32AA-36D. This size does not seem to be a problem. But there are more and more young women in the United States, and the size of Pink is no longer suitable for many target customers. But this is certainly not a brand mistake. In the eyes of young girls, "it's the only size and shape to hide oneself into Vitoria," and the slender figure of the underwear show even makes many women feel anxious about their figure, but the sales volume of the Pink series has never stopped growing.

The secret of Vitoria may not be the most comfortable, but the largest type of bra that can buy a bra is only 40DD. But in the underwear industry, the Vitoria secret has attracted the most women in the definition of beauty, changing their perception of beauty. In the unique positioning of the market operation, the secret of Vitoria has transformed its beauty and sexy into an economic power, so far it has never been copied.