"May 1" Wear A Swimsuit For A Cool Summer Day.

To see whether a brand really makes money or not can not see the total turnover.

Although the brand name of Victoria s Secret has never been reduced, its parent company L Brands group's data show that the same store sales in March rose by only 2%, far below last year's 9%.

The internal layoffs announced by the company indicate that the business of Wei is not good at all.

It will cut down its 200 jobs. The adjustment plan will focus on three fields: Pink, Victoria's underwear and Victoria's beauty.

Earlier this month, Victoria announced his decision to cut business categories.

Now, the spearhead is pointing at its swimwear line.

Victoria will completely stop swimsuit production by the end of this year.

This decision is a pity, because the filming of the spring and summer swimsuit show in 2016 was just around 10 days.

Done.

Angels such as Candice Swanepoel, Taylor Hill, Sara Sampolo show their devil figures in beaches and swimming pools.

But this summer is indeed your last chance to buy a swimsuit.

Victoria's swimwear line was introduced into the brand in 1994.

For the "sexy" brand, the swimsuit line has played an important role in increasing profit and enhancing brand image.

In 2014, Victoria launched

In the past, it also brought a good public effect to the brand.

The big show synchronously broadcast on TV and network, and caused heated discussions in social media. It can be said that it is the second powerful marketing point after Wei Mi's underwear show.

According to last year's data, the turnover of Wei Mi swimsuit business is about 500 million US dollars, accounting for only 6.5% of the total turnover.

Some analysts pointed out that it is precisely because the millennials of the millennial generation are increasingly reluctant to call "sexy" in traditional sense that it leads to the poor business of Victoria.

Besides, Wei's marketing seems to be strong. In fact, it is a single way. As a female brand, it has been lacking in in-depth discussions on women's topics and staying at the level of simply displaying the figure.

But the earnings figures also show another possibility. 2015, the best performance category is not underwear, but swimwear grows fast.

But the brand CEO Sharen Jester Turney said: "the company has invested a lot of energy in sports bra products."

The brand will also add sports product lines to more than 150 stores in succession.

In this way, the secret is cut off

The line is only to adjust the market strategy to a "centralized strategy".

And for the Wei secretaries who have captured the 35% underwear market in the United States, whether such a new strategy can effectively help brands find new force points still need time verification.

So the partners who love swimsuits seize this opportunity!