1.媒体来源: CNN
2.记者署名: Cathaleen Chen
3.完整新闻标题:
‘It’s not been enough to carry the day’: Why the Victoria’s Secret
rebrand is over
(包容多元）无法撑起营收：为何维多利亚的秘密重塑品牌到了尽头
原文长挑些重点翻就好了
基本上维多利亚的祕密要重新拥抱性感，因为试图转型失败
https://i.imgur.com/z0mdMy5.jpg
你一个卖幻想的产品，试着把人拉入现实真的很妙
男人要的是幻想女伴跟模特儿一样性感。看到这些丑肥都凉了，怎么会去买
女人要的是幻象自己跟模特尔一样漂亮。看到这些丑肥把自己拉回现实。
4.完整新闻内文:
The American lingerie chain has spent the last two years overhauling its
hyper-sexualized image in a bid to regain cultural relevance and win back
young consumers who preferred more on-trend upstarts like Savage X Fenty and
Parade.
维多利亚的秘密过去两年试图重新塑造品牌形象，淡化极度性感形象争取年轻消费者。
There were some successes, including a campaign to launch the “new” Victoria
’s Secret featuring soccer player Megan Rapinoe, transgender model Valentina
Sampaio and other spokesmodels, but favorable reviews from online critics
never translated into sales: the brand is projecting revenue of $6.2 billion
this fiscal year, down about 5% from the previous year and well below the
$7.5 billion from 2020.
行销企划包括用同性恋足球选手梅根，变性人Valentina等等，这些行销创造好的与论
口碑形象，但却无法转换成销售。预计2023销售额62亿镁，相较于2020转型前的75亿
镁下滑了5%
More recent campaigns have featured models like Hailey Bieber and Emily
Ratajkowski, who would have fit right in with Heidi Klum and Adriana Lima at
the 2007 show, as well as new-look ambassadors, including plus-size models
Paloma Elsesser and Ali Tate-Cutler.
最近还找了一些大尺码的模特儿代言人
Victoria’s Secret: The Tour ‘23, an attempt to revive the runway show
format that launched last month fell somewhere in between the personification
of male lust of the brand’s aughts-era heyday and the inclusive utopia
promoted by its many disruptors.
But in a presentation to investors in New York last week, it was clear which
version of the brand Victoria’s Secret executives see as its future.
“Sexiness can be inclusive,” said Greg Unis, brand president of Victoria’
s Secret and Pink, the company’s sub-brand targeting younger consumers. “
Sexiness can celebrate the diverse experiences of our customers and that’s
what we’re focused on.”
但最近的投资人报告中，VC品牌长改口说，其实性感也可以很包容
The prime objective? Improve profitability and cross back over $7 billion in
annual sales. That means investing in new categories, including activewear
and swim, updating its nearly 1,400 Victoria’s Secret and Pink stores and
opening 400 new locations outside North America. Costs will also be cut and,
judging from the messaging at the investors presentation, fewer risks taken
when it comes to the brand’s image.
“Despite everyone’s best endeavours, it’s not been enough to carry the day,
” said chief executive Martin Waters.
虽然大家很努力扭转品牌形象，但却无法撑起销售
Waters talked of a challenged retail sector and a consumer who’s choosing
off-price alternatives as her wallet continues to be squeezed by inflation.
另外经济也影响了消费者选择其他平价品牌
To win that customer back, Victoria’s Secret is offering its shoppers
products beyond bras, underwear and pyjamas.
增加产品种类选择
This means returning to swimwear and activewear, two categories that the
retailer exited in recent years. At one point, activewear was a $500 million
business for the company, Unis said, with 16 percent share of the sports bra
market. Today, that segment is far smaller and only commands a 4 percent
share.
Additionally, the brand intends to increase other apparel offerings such as
loungewear, sweaters, slip dresses and corset tops — pieces that are
adjacent to its forte in sleepwear and lingerie, Unis said. Within Pink,
Victoria’s Secret will focus on improving the assortment of fleeces,
sweatpants, tracksuits and other casual pieces.
Perhaps the most drastic departure from the Victoria’s Secret of the past is
its new bricks-and-mortar look. The brand began revamping its retail
locations in 2021, eliminating the dark, austere feel of the stores that may
have been trendy in the aughts but no longer resonates with today’s
shoppers.
The retailer’s “store of the future” will feature bright but warm
lighting, soft decor, a wider entryway and an overall welcoming atmosphere.
Even the fixtures are smaller and rounded, painted in a soft pink tone to
evoke intimacy with the consumer, said Albert Gilkey, senior vice president
of store design and construction at the company.
重新投资实体商店
Victoria’s Secret began its modern makeover in part due to competition from
digital newcomers — brands such as ThirdLove and Parade, that wooed
consumers with inclusive marketing and progressive language.
The threat of their disruption, however, has largely diminished in recent
months as the direct-to-consumer bust continues to play out and digital
marketing costs have become unsustainable for brands with only an e-commerce
presence. Parade was recently sold to Ariela & Associates International, a
bra licensing company that manufactures products for Fruit of the Loom.
But Rihanna’s Savage X Fenty brand remains a force to be reckoned with, and
Aerie poses steep competition for Pink with younger consumers. A potentially
even more formidable contender is gaining ground too: Skims, the shapewear
brand co-founded by Kim Kardashian, raised funding in July at a $4 billion
valuation. The brand projects it will reach $750 million in sales this year,
well below Victoria’s Secret’s $6 billion-plus but far ahead of many other
would-be challengers. An IPO would give Skims the resources to rapidly open
stores and take on Victoria’s Secret directly.
Unis was unfazed. How Victoria’s Secret ventures into apparel will be
conservative in manner, he said, and will follow a test-and-learn approach.
For all its problems in recent years, Victoria’s Secret is still the largest
underwear retailer in North America, with about 20 percent of the market
share, according to its own analysis.
5.完整新闻连结:
https://tinyurl.com/3sajk687