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¡¡¡¡Need more evidence that Victorias Secret is becoming the Sears of Brassieres?

¡¡¡¡ÐèÒª¸ü¶àµÄÖ¤¾ÝÖ¤Ã÷ά¶àÀûÑǵÄÃØÃÜ£¨Î¬ÃÜ£©Õý³ÉΪÎÄÐؽçµÄ±ßÔµ²úÆ·Âð£¿

¡¡¡¡A new report by the research firm CivicScience found that women are much more likely to buy from Target than from Victorias Secret when theyre searching for intimates and sleepwear.

¡¡¡¡³ÇÊпÆѧµ÷Ñй«Ë¾£¨CivicScience£©·¢±íµÄÒ»·Ýб¨¸æÖ¸³ö£¬µ±Å®ÐÔÔÚÑ°ÕÒÄÚÒ»ò˯ÒµÄʱºò£¬ËýÃǸü¿ÉÄܻṺÂòËþ¼ªÌع«Ë¾£¨Target£¬ÃÀ¹ú½ö´ÎÓÚÎÖ¶ûÂêµÄµÚ¶þ´óÁãÊÛ°Ù»õ¼¯ÍÅ£©µÄ²úÆ·£¬¶ø²»ÊÇάÃÜÆ·ÅƵIJúÆ·¡£

¡¡¡¡And millennials are particularly eager to ditch Victorias Secret for Target.

¡¡¡¡¶øÇÒǧìûÒ»´úÌرð¿ÊÍû°ÚÍÑάÃÜÆ·ÅÆ£¬×ª¶øÑ¡ÔñËþ¼ªÌصIJúÆ·¡£

¡¡¡¡Victorias Secret is still the most dominant lingerie on the market. But it has been on the decline, both in terms of its sales and in terms of enthusiasm for the brand.

¡¡¡¡Î¬ÃÜÆ·ÅÆÔÚŮʿÄÚÒÂÊг¡ÉÏÒÀȻռ¾ÝÖ÷µ¼µØ룬µ«²»ÂÛÊÇάÃܵÄÏúÁ¿»¹ÊÇÈËÃǶÔÕâ¸öÆ·ÅƵÄÈÈÖԶȶ¼ÔÚË¥ÍË¡£

¡¡¡¡Its most recent annual fashion show, which features supermodels and top performers, received its lowest ratings of all time.

¡¡¡¡Î¬ÃÜ×î*Ò»´ÎµÄÄê¶ÈʱװÐãÊÇÓɳ¬Ä£ºÍ¶¥¼¶ÑÝÔ±Ö÷Ñݵģ¬È»¶øÆäÊÕÊÓÂÊÈ´ÊÇÓÐÊ·ÒÔÀ´×îµÍµÄ¡£

¡¡¡¡Meanwhile, other intimates brands are stepping in to fill the gaps. Startups like ThirdLove and Lively are targeting women who would otherwise have shopped at Victorias Secret.

¡¡¡¡Óë´Ëͬʱ£¬ÆäËûÄÚÒÂÆ·Å*øÈëÁËÕâÒ»Êг¡À´Ìî²¹¿Õ°×¡£ÏñThirdLove£¨µÚÈýÖÖ°®£¬Ò»¼ÒÄÚÒÂÆ·ÅÆ£©ºÍLively£¨»îÁ¦£¬Ò»¼ÒÄÚÒÂÆ·ÅÆ£©µÈ³õ´´Æ·ÅƾÍÊÇÒÔÔ­±¾»á¹ºÂòάÃܲúÆ·µÄÅ®ÐÔΪĿ±êÓû§µÄ¡£

¡¡¡¡And now, Target is investing in its lingerie business. Target recently announced it would be overhauling its in-house intimates and sleepwear brands, launching three new brands this spring.

¡¡¡¡Èç½ñËþ¼ªÌع«Ë¾ÕýÔÚͶ×ÊŮʿÄÚÒ²úÆ·ÒµÎñ¡£×î*¸Ã¹«Ë¾Ðû²¼»á¸ÄÔìÆäÏÖÓÐÄÚÒºÍ˯ÒÂÆ·ÅÆ£¬ÓÚ½ñÄê´º¼¾ÍƳöÈý¸öÐÂÆ·ÅÆ¡£

¡¡¡¡These brands will focus on inclusivity through expanded sizing, and also ensure that prices remain affordable.

¡¡¡¡ÕâЩƷÅ*«×¢ÖزúÆ·µÄ°üÈÝÐÔ£¬²¢Í¨¹ý¼Ó´ó³ß´çÀ´ÊµÏÖÕâÒ»µã£¬¶øÇÒ»áÈ·±£Æä²úÆ·µÄ¼Û¸ñÒÀÈ»ÊÊÖС£

¡¡¡¡Millennials appear to be particularly disillusioned with Victorias Secret. These consumers have grown up with brands like Aerie, which have a much more inclusive and less sexual approach to marketing.

¡¡¡¡Î¬ÃÜÆ·ÅÆËƺõÁîǧìûÒ»´úÌرðʧÍû¡£ÕâЩÏû·ÑÕßÓëAerie£¨°¬Èð£¬Ò»¼ÒÄÚÒÂÆ·ÅÆ£©ÕâÑùµÄÆ·ÅÆÒ»Æð³É³¤ÆðÀ´£¬¶øÇÒÕâЩƷÅƵÄÓªÏú²ßÂÔ¸ü×¢ÖØ°üÈÝÐÔ£¬¶ø·Ç²úÆ·ÊÇ·ñÐԸС£

¡¡¡¡In contrast, Victorias Secret still pushes the sexy supermodel as an ideal. So there you have it: Another nail in Victorias Secrets coffin.

¡¡¡¡Ïà±È֮ϣ¬Î¬ÃÜÒÀÈ»°ÑÐԸеij¬Ä£ÊÓΪÀíÏëÐÍ¡£ËùÒÔÇé¿ö¾ÍÊÇÕâÑùÁË£ºÎ¬ÃܵĹ׾ÉÏÓÖ¶àÁËһö¶¤×Ó¡£


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