The Secret Of Vitoria Finally Met Its Opponent.

How to defeat the secret of Vitoria? Behind the rise of underwear brand Aerie

Retail giant Victoria 'sSecret (the secret of Vitoria) was first criticized by the advertisement "ThePerfectBody" (perfect figure), and then criticized for not providing big size underwear and underwear, resulting in its user base being shaken.

At the same time, another

It is quietly rising in the US and becoming a potential competitor for Victoria 'sSecret. It is Aerie, the underwear accessory card of AmericanEagleOutfitters, an American Apparel and accessories retailer.

Aerie2014 began to cease to be his own home

In the near future, its underwear advertisement attracted a lot of consumers' attention, and sales volume also increased significantly.

JennyAltman, a brand representative and underwear expert, said last year through "Good Morning America": "we left beautiful tattoos on the body and left tattoos. What you see in advertisements is not different from what you see in reality."

The result is obvious.

Aerie sales increased by 9% last year.

The parent company continued to achieve good results in the first quarter of AmericanEagleOutfitters2015.

JeetendrSehdev, a brand expert and marketing professor at University of Southern California, told the US website that women are becoming more rational in making maps and losing credibility in the use of graphics brands.

It is of no value or significance to consumers to repair pictures.

JeetendrSehdev continues: "nowadays, the value is too great for consumers.

Consumers can see that advertising will naturally associate itself with the brand: can we get something meaningful from this brand? Is it necessary to spend money on this brand? "From this perspective, the correlation between Victoria 'sSecret' s and customers is far less than that of Aerie.

Although the Aerie's models are still slim compared to the big code models, they do not need to follow the Victoria 'sSecret' s, which is known for its strict 34 -24 -34.

On the other hand, Aerie launched a #aeriereal topic on Twitter to encourage women to show their "real" stature, which is in sharp contrast to the "perfect" figure of Victoria 'sSecret' s.

Aerie also provides underwear that emphasizes high comfort for customers to choose widely, which is totally different from the sexy underwear of Victoria 'sSecret advertisement.

In fact, recently, female customers are more comfortable than sexy in choosing preferences.

Underwear

GreerSimpkins said: most women just want to buy basic items that they can wear everyday, comfortable and good-looking.

Although Victoria 'sSecret is still in existence.

It is the champion, but it should change its marketing strategy so as to retain customers.

Professor Sehdev said that Victoria 'sSecret should really listen to women customers and have a good conversation with them.