The Decline Of The Performance Of The Annual Underwear Show Or Suspension

On Friday L Br After ands Inc. (NYSE:LB) shares hit a new low of 9 years in January 2010, Les Wexner, the CEO of the company, finally admitted that it needed the group's largest underwear brand Victoria 's Secret. Victoria's Secret (VS) reconsider the world-famous annual underwear show.

In an open letter from Les Wexner to all employees, the American retail giant said that the fashion industry is a changing industry, and that companies must evolve and change to grow. Under this thinking, the company decided to rethink the traditional Victoria's Secret Fashion Show.

Les Wexner said it believes that the form of live webcast is no longer suitable for the "secret show". This year and beyond, the company will focus on developing exciting, dynamic content and a new form of activity to be delivered to the company's customers.

In the open letter, Les Wexner praised the traditional Vic show that it changed the integration of fashion and entertainment, and is also the key to building the brand. He said that John Mehas, the new chief executive of the brand, has already set out to rebuild its brand with its team.

Tang Xiaotang, an analyst at fashion industry research and consulting firm No Agency, said that the death of the traditional "secret show" is not surprising. The analyst and its institution are the first analysts and agencies in the world to appeal to the American underwear brand to cancel the annual underwear show. He said that in the past two years, China has experienced double adjustment of traditional values and products. In the era of social media development and the younger generation, especially the younger generation of women with an increasingly strong sense of independence and equality, the revival of Wei must start with reinventing values, and the biggest determination to rebuild values is to stop traditional lingerie shows.

Tang Xiaotang and Jefferies analyst Randal Konik are the two largest "empty players" of L Brands Inc. in the past two years. The latter even gave L Brands Inc. the lowest target price of $16 for the whole Wall Street, and the target price Tang Xiaotang gave to the company was only $18.

In addition to fierce criticism from two "short" analysts, VS's values and sexy products have also been attacked by social media and a large number of start-ups, and even brands have no money at all. They have published an open letter in the New York Times to criticize the brand and brand management.

On Friday, the L Brands Inc., which was affected by external factors, was at a minimum price of $23.15, a refreshing 9 year low. The company set a record high price of nearly 100 dollars at the end of 2015, but at the end of April 2016, the United States announced its stop of 500 million dollars in swimsuit business and quickly entered the cliff mode.

In 2017, VS moved the underwear show to Shanghai, China, and tried to become the Waterloo market. The Shanghai lingerie show suffered huge disturbances, and many of its stars were not invited. Xi Mengyao, the Chinese angel, wrestled in T. The wrestling event completely covered the news and voice of the lingerie show itself, and made the 2017 underwear show the most vocal. However, VS was stunned to launch Xi Mengyao as spokesperson for the Chinese market.

With the help of the Chinese market, the VS, which opened the world's most important consumer market with the help of the lingerie show, finally failed to start. In the increasingly dismal reputation and consumer's dislike of the brand's "undeserved reputation", L Brands Inc. overthrew the Chinese market early last year, throwing huge sums of money at the expense of the retail real estate developers to break the contract and open a large store in the main cities. Finally, after the big opening up in Shanghai, Chengdu and Beijing, the store mode was chosen.

VS's recent "mistake recognition" changes also included announcing the resumption of swimsuit business in March, but Tang Xiaotang Agency analyst, said that the bathing business is just a symbol. It is VS's gesture to the outside world that the brand originated from making changes. The swimsuit business will not have any direct impact on the existing business of the VS in the short term, and the main problem of VS is not in the swimsuit business, too. No The VS swimsuit business is restricted to the Internet and the number of products is limited.

In addition, the monthly data update of L Brands Inc. has completely ceased and has not been updated since the release of January data. Prior to the beginning of each month, L Brands Inc. released monthly data. VS's same store sales performance always became the "pile driver" of the company's stock price. In the past three years, VS's same store sales, especially the rare positive expression of the physical store performance.

Another major initiative, VS, has started the closing mode since the last fiscal year. The difference between the entity business and L Brands Inc. decided to close 53 VS North American stores within this year, more than three times the average number of stores closed in recent years (15 stores). The management in early March commented on the annual performance commentary based on VS's retrogression. "Compared with the historical level, we have substantially reduced the capital input of the business". Author: Flower broken