In The Third Quarter, Victoria And Its Parent Company Suffered The Same Embarrassment.

parent company

The third quarter earnings of $0.4 per share are expected to be the lowest level of 0.4 to 0.45 dollars previously scheduled, lower than the 0.46 estimated by Thomson Reuters, which is 27% more than the same period last year.

Despite the L Brands's other

Bath & Body Works rose by 6% percentage points in the same store.

But the overall situation of L Brands still worries investors.

In the year, their stock prices fell by 30%, and fell 8% after the expected earnings announcement.

L Brands has always said confidently that they do not understand why similar brands complain of declining trading volume because they have never encountered such a problem - but now their most famous Victoria is also experiencing the same embarrassment.

The biggest move this year is to decide to withdraw from the swimwear market and concentrate on making CEO Les Wexner.

And in the summer, the main purpose is to push the thin steel bra (Bralette) without steel rings to catch up with the sports and leisure trend.

Bralette is mostly lace design. The color value is very high.

Because there are no steel rings and no pads, Bralette is also called the first step to liberate women.

Since the millennial generation prefers unrestrained underwear, it is necessary to keep up with the trend.

But Victoria's action is a bit late. The CEO Chip Wilson Wilson of Lululemon, the originator of sports and leisure wind, told Business Insider in June that this trend is out of date.

What's more, Victoria is the main sex player. The older audiences are loyal to the Bra and the original sexy label.

It is difficult for this part of the buyer to turn to a completely unpadded Bralette.

But for sports and leisure fans, Wei is not the best choice to buy such underwear.

If you want to buy Bralette, buy online or go to boutiques, there are more varieties and styles and lower prices. If you want to buy sports underwear, Nike, UA and Lululemon are also good choices.

In short, Victoria is not an option.

In the face of strong competitors and loyal customers who had been tagged, Victoria had to increase their incentives to attract customers, such as frequent coupons to get free underwear, and the price of sports underwear and Bralette.

"Endless discounts and discounts have hurt our brand effect," CEO said. "It's only a little more money to eat someone else's lunch."

Now it seems that this is not effective.

Victoria store's same store sales in October dropped by 2%, and the steady performance of sports classes could not help swimmers, pajamas and underwear sales decline.

Nevertheless, the company plans to complete sales growth of 7% - 10% in 2017.

"We are very clear about why we want to make those changes - that is, we need to accelerate growth."

Stuart Burgdoerfer, chief financial officer, said, and stressed their confidence in the store business.

Victoria is also committed to the development of overseas stores, especially China.

They have plans to open flagship stores in Tmall, and Wexner also hints at the possibility of holding a secret show next year in Shanghai.