The Miracle Of Vitoria'S Secret Underwear Retail Business

The white feather wings are everywhere.

"(" Wei Mi ") store, a row of chest written" 2014 London "short jacket has been on the shelves, announced the arrival of another year's Victoria show.

Every year, hundreds of millions of people watch the "secret" underwear show, full of superstars, celebrities, feathers, gold and

It is the annual collective luxury spring dream of the whole world.

It was this spring dream that created the most successful in the world.

The annual net profit of the retail business miracle is almost the same as that of general motors.

Behind the miracle is the business strategy that refers directly to the heart. It looks very expensive, but in fact it is not expensive at all.

The most expensive show in America

This year's "Victoria" annual show at the count's palace in London cost US $20 million, the highest in the US.

This is also the second overseas show held in the history of "Wei Ming" since 1995.

According to "Wei Mi" company, London finally beat Paris in the choice of location because London was better integrated with "fashion" and "music".

Since 2005, "Wei Mi" has begun to enter the British market. So far, 15 entity shops have been opened. The flagship store is located in New Bond Street, a shopping mall in London.

This year's show has been broadcast to 192 countries, with a total of 500 million people watching. In addition to the world's top supermodels, there are also Taylor Swift's popular superstars.

One set of underwear named "illusion" is made of 16 thousand diamonds, rubies and sapphires. The underwear is worth 2 million dollars.

Every "Wei Mi" represents a grand occasion in the world's underwear industry.

The underwear company, founded in 1977 and has 1000 stores in the United States, is a well deserved leader, with sales of $6 billion 680 million last year.

The annual live show is always the most widely known feature of Wei MI.

In the history of the first time, the annual budget of Victoria's first show was only 250 thousand dollars. The models wore the underwear of the people in the The Square Hotel with no lighting effect. Now, tens of millions of dollars in the annual budget, the top models of the world are almost in the shower of jewelry and gold, and the only thing that hasn't changed is the angel wings from 1998.

Vitoria is not expensive.

The luxury of Victoria's show is not inferior to any international brand, but once it goes down, it has more consumers than all the big names because it is cheap.

The following two pictures belong to "Wei Mi" at the same time.

One picture is that those top models who have the most enviable figure in the world begin their annual show this year by charter flights to the count's palace in London. The other is the "black Friday" just past. People in Vitoria stores across the United States are surging, and everywhere are full of "buy one, second half price" markings.

According to this price, "Victoria" has an average underwear of only 30~40 dollars, which is equivalent to an ordinary underwear price in Chinese shops.

Even the most popular "wearable" concept, the latest sports underwear that can measure heartbeat, is $70.

If we catch up with the brand reduction activities of two times a year, there are still a large number of half price underwear to choose from.

Its young product line "Pink" brand, the price is closer to the people in the supermarket goods.

The two pictures, which are crazy about the money and the price strategy like the hypermarket, are connected in a rather wonderful way.

The last time you saw on TV, the world's most expensive models wore millions of dollars of Victoria's underwear, and you could buy a brand of underwear from a dream in the next week with just a few dozen dollars.

This is the dream show of the daily display of the shops. The night and the next day of the show will usher in a surge of online sales.

"Wei Mi" has established a strong contrast: the luxury and luxury of dream experience of high cost performance products, affordable luxury.

Sales of "Wei Mi" are still in a stable growth path.

According to the latest annual report, if we calculate the sales volume per square foot, "Wei Mi" has increased year by year in the past three years.

In 2011, sales of "Victoria" were $754 per square foot, up to $817 in 2012 and $824 in 2013.

If the single store's revenue calculation is also growing, the average annual sales of "single store" in 2011 will be $4 million 450 thousand, which will be $4 million 890 thousand in 2012 and $4 million 970 thousand in 2013.

The earliest cottage Europe

Half a century ago, the humble clothes shop on the street was basically similar to a grocery store, until "Wei Mi" broke the situation for the first time.

This is a lingerie shop that American consumers have never seen: a curtain of Oriental carpet and silk, with black wood and sparkling crystal lamps: a Vitoria style boudoir.

Although the first store was highly sought after by consumers, the first exponential growth of "Wei Mi" came from Leslie, the first trader.

Leslie, who bought the brand after spending $1 million, went to Europe for a lot of underwear styles worn by many European women. He returned and sold them to the Native American girls at the time, and accurately positioned the market: the mass market "La Perla" (Italy's top underwear brand).

This is another successful American fashion brand, Ralph Lauren, who has been able to charm the plain American consumers with affordable European style.

This law is always a test for American consumers who blindly admire European aesthetics.

In less than 20 years, "Wei Mi" has become a company worth $1 billion 900 million in 1995.

However, "Wei Mi" really began to explode around the world in 1999.

When the US Super Bowl was at half-time, the "Wei Mi" underwear model entered the stadium and showed live webcast. The result attracted 1 million 500 thousand people to log on to the website and watched the Internet paralyzed, and the live broadcast of the super bowl was interrupted.

But not everyone likes this kind of grandiose style.

At the beginning of this month, three British students launched a protest campaign on social media, forcing the company to change the latest body underwear.

The slogan was "the perfect body", which changed to "fit" for all people under public pressure.

"Wei" is challenged by the display of those supermodels, and they are setting the world's only criterion for what is "perfect body".