The "Midlife Crisis" Is Out Of Date And Values Are Boycotted.

The US internet underwear brand ThirdLove calls on the secret of traditional underwear giant Victoria 's Secret Vitoria, calling on netizens to resist the outdated values.

At the moment of Victoria s Secret great news, ThirdLove combined with Australia's xxx model Robyn Lawley on the petition website change.org put forward a fashion show that boycotted the brand's "narrow sense of beauty". At the same time, encouraging netizens to identify with this value, they used the label "WeAreAllAngels (we are all Angels") in the post, and promised to donate the same amount of bra to the cooperative charity after the event.

Thirdlove has been committed to providing women with the right lingerie. In early August, it announced the addition of 24 bra sizes to meet the needs of different female stature. From this point of view, the practice of Thirdlove is obviously more in line with the concept of "human rights supremacy" in the United States.

ThirdLove said in social media that they refused to let women grow into stigma or beauty. Only supermodels and angel wings can be shown. It is worth mentioning that in March 2016, ThirdLove had appealed to the people against gender discrimination on the Calvin Klein's "mycalvins" series of underwear advertisements.

It is noteworthy that the new generation represented by ThirdLove. Underwear Brand is constantly depriving Victoria 's Secret of its share in the US market. ThirdLove's service, design and concept are more popular with American professional women, while the main consumer groups of Victoria s Secret are gradually turning to student groups.

In recent years, the company has been in a "midlife crisis" stage. According to the results of the two quarter of 2018 released by Victoria s Secret parent L Brands, the group achieved a revenue of 2 billion 984 million US dollars, an increase of 8.3% over the same period last year, but net profit dropped 29% to 99 million U.S. dollars. The same store sales of its core brand Victoria 's Secret continued to decline by 5%.

Victoria 's Secret has not made any major breakthroughs in product innovation in recent years. Even the quality of Victoria' s Secret shows that the outside world is very concerned is declining year by year. After the era of "gods", Victoria s Secret gradually began to hire net red mold, and its T performance was also deeply criticized by the audience.

The development path of Victoria s Secret is also beset with "four faces". The emerging brands in the Chinese market are constantly rising, and the Chinese tradition is guided by the beauty of the city. Underwear After the spanformation and upgrading of the brand, it began to grab back the market share. Victoria 's Secret has begun to go downhill in the Chinese market.

While in Foreign market The business giant Amazon also showed great interest in this emerging market. In February 2017, it launched its own underwear brand Iris & Lilly, and launched free return services. Its cost-effective products are deeply loved by the middle class. It is worth noting that Nike and Adidas also made clear at the beginning of the year that they would pay more attention to the sale of female products.

With the promotion of consumption, women's consumption concept is becoming more and more diversified. Victoria s Secret, as a traditional underwear, has been in a state of stagnation no matter in product or marketing mode. Victoria 's Secret wants to be continued to rob. market share We should return to the root cause and find new growth points.