Has The Store Opened Five Floors In Hongkong To Save Underwear Sales?

Judging from the recent trends in the global market, Wei's occupation of more Chinese market share seems to be one of the ways it seeks to get out of the difficult position.

The secret of Vitoria is still struggling.

Recently, according to fashionunited news, the United States

The secret of brand Vitoria is officially opened in Hongkong's first flagship store in Tongluowan, Hongkong.

The store has five floors, covering an area of about 4645 square meters, and will provide all the products of the brand.

On the same day, the official also invited Josephine Skriver and Martha Hunt two angels to participate in the opening ceremony.

Although this is not the first time for two people to come to Hongkong, the two Victoria angels living in New York have visited Hongkong's Taiping hilltop, Victoria Harbour, Tongluowan and other scenic spots on their own, and have eaten at the most distinctive tea restaurant in Hongkong.

It can be said that this trip has earned a lot of attention for Vitoria's secret.

However, although the opening of the new store has made Vitoria's Secret look vibrant, in fact, the brand has been struggling in recent years.

According to Marketwatch news, in June of this year, the secret of Vitoria Brands brand of Inc. group, the underwear brand of Vitoria, carried out a large-scale discount sale, but its sales in that month still dropped by 1%.

That group's growth in beauty products business was also offset by falling sales in Victoria underwear and its Pink series.

In addition, the brand's passenger traffic in that month dropped by 1.1% compared to the same period last year.

Randal Konik, an analyst at Jefferies, an investment bank at Wall Street, said that the value of its brand remained low.

Part of the growth of Pink's series over the past few years has obscure the poor performance of its core business.

Now the growth of the Pink series is stagnant, and even year-end promotions can't attract enough traffic for the security market. "

Konik said.

As consumers shift more to comfort free and sustainable steel rim underwear, Victoria is not only satisfied with the quality of its products, but also faces many challenges such as Aerie and Rihanna's Savage x Fenty, which are dominated by comfortable underwear.

From Victoria to the world in recent years

The trend is to occupy more China.

Share seems to be one of the ways it seeks to get out of the predicament.

As early as in 2016, Paris's "Wei Ming show" performed on the theme of Chinese elements, and then officially entered Tmall, China's e-commerce platform.

Then, in 2017, the talent show "angel road" was launched in China. In December, it moved directly to Shanghai, China.

The store next to the line followed. In July 10th of this year, Wei Mi opened the first local store in Shenzhen.

At the same time, it is also the ninth brand store in China after Shanghai, Chengdu, Chongqing, Beijing, Suzhou, Nanjing, Guangzhou and Hangzhou.

However, as far as the current situation is concerned, there seems to be no data showing that the expansion of these stores has brought substantial sales growth to Victoria's secret. Compared with the opening of stores, how to turn the heat of Wei into an effective sales volume is perhaps the top priority of the brand.