Mark Lee and Frida Janani are both "historical", and the Gucci Empire, a high-end luxury kingdom, has been able to continue the empire's glory after the retirement of its ace designer Tom Forde. Pen % fun % Pavilion www.biquge.info

When Sid returned to the United States from Paris Fashion Week last year, he sent a request to the female devil Anna Wintour to find top high street designers and operators, and after Sid made a bargain, the shrewd female devil also "squeezed" some benefits from Sid (didn't you become the cover male model of "Vogue").

But when she brought these two, and later the backbone of the Gucci Empire, in one go, Sid suddenly felt that she had made the right bet. The fashion witch never disappoints!

When Sid sat down again, Mark Lee, the new CEO of Victoria's Secret, stood up, snapped his fingers, and the projector immediately changed to the second picture, which was a triangular pyramid with three layers.

From bottom to top, it is, quality-function-product spirit.

Mark Lee looked at the puzzled and thoughtful expressions of some people, couldn't help but smile slightly, and said: "As Boss just said, from today onwards, Victoria's Secret is the top women's underwear in high-end fashion. ”

"And to make that happen, all we have to do is this diagram. Mark Lee pointed to the picture behind him and said, "The so-called quality-function-product spirit means that we must start from quality step by step, rise to function, and finally, create a unique product spirit." ”

"I know that in the past, Victoria's Secret underwear was not bad because of the price, but it was not very good. But these days must come to an end!" said Mark Lee categorically.

"Just like Ferrari's super-overtaking, absolute quality is the foundation on which we stand. This point must not be shaken. ”

"And then there's the features!"

Mark Lee's words have left many people wondering: "Isn't underwear just underwear, and what is the function?"

"Oh, is it?" asked Mark Lee rhetorically, pressing the remote control, and the projector was replaced with a simple design drawing for a women's underwear patent.

"This is?" Ed Ryzek squinted at the blueprint.

"It's the latest, cup sports bra. "It's a sports bra that provides more support. ”

"IMHO, there's not much market for sports bras, or not many women are interested in this kind of stuff at all. Ed Risek, marketing director, interrupted suddenly.

His objections were immediately agreed by everyone on the Victoria's Secret side, as businessmen who have been operating in the underwear industry for many years, they are of course very aware of the operation of their industry. For now, women born in the 60s and 70s are still the main consumers in the market, and they are not so enthusiastic about sports themselves.

And the popularity of sports underwear in "history" only began after millennials, led by post-80s women, became the mainstream of the market.

Of course, Sid knows this, and everyone can get the most basic market research if they want to, but—"Really?" Sid squinted slightly, his eyes sparkling at Ed Ryzek, "Before Ford created the car, everyone was still using horse-drawn carriages. ”

"What is not available in the market now does not mean that there is no potential, nor does it mean that there will be no future information. If you wait until everything happens before you react, then what else do you need the operator to do?"

Hearing the smell of gunpowder in Sid's words, Ed Ryzek, the only remaining executive of the Leslie faction, lowered his head: "I see, Mr. Leon. ”

"Good. Sid's sharp eyes swept over the people at Victoria's Secret, and they all lowered their heads, and then Sid turned to look at Mark Lee, "Go on, Mark." ”

Mark Lee nodded, he pressed the remote control again, and the projector behind him changed to the appearance of a video again, "In addition to sports functions, women's underwear has many functions that can be extended. Let's take a look at this video first. ”

As he spoke, Mark Lee pressed the play button, and a light music jumped out, which was a show of the various adjustments made by women in order not to show the shoulder straps of their underwear when dressing differently.

For example, when wearing an off-the-shoulder shirt, removing the straps and wrapping them around the bra can both reinforce the bra and hide the straps, killing two birds with one stone.

For example, when a woman needs to wear a U-shaped backless outfit, the horizontal straps of the bra wrap around the body and interlock at the bottom in an X-shape to hide the bra.

In just a short video, we explain several bra wearing methods for different summer clothes.

After watching the video, many people smiled, especially some female employees nodded in agreement.

Mark Lee saw that the atmosphere on the field was a little better, so he continued: "I found that one of the biggest blind spots of Victoria's Secret is that underwear is a separate commodity, rather than being regarded as a part of women's clothing. ”

This kind of design idea has led to the lack of depth of Victoria's Secret products. For example, the strapless bandeau underwear for off-the-shoulder wear, the one-shoulder bra for one-shoulder wear, the U-shaped underwear for deep V clothing, and the new backless bandeau bra for those who prefer to wear backless clothes, etc. ”

"However, if the product is too complex, it can cause a big problem in terms of inventory. Marketing Director Ed Ryzek said.

"No, what I mean is that on the premise of keeping the product line simple, we will explore the depth of Victoria's Secret in functionality, so that female consumers can enter Victoria's Secret and buy the underwear they want because of any need. Mark Lee corrected.

"Next, it's the spirit of the product. Without giving Ed Ryzek a chance to refute, Sid opened his mouth and directly advanced the topic to the next stage.

"Yes, the spirit of the product is something that any company that wants to achieve something must value. Mark Lee took Sid's words and said.

"I know that the current Victoria's Secret has been building sex appeal as the only product spirit since the 80s. Whether it is catalogue sales in the 80s and 90s, or catwalk performances on various occasions in recent years, it is all for this purpose. ”

"We're not against sexy. But Victoria's Secret can't just be sexy. Mark Lee's words made the people of Victoria's Secret can't help but whisper.

The "sexy card" - it can be said that it has been the foundation on which Victoria's Secret has been based for 20 years, and now even this foundation is about to be shaken. This can't help but make everyone worried.

"What do you mean?" asked Ed Risek.

"Sexy is still sexy! But in the past, the so-called sexy was nothing more than imprinting the impression of sexiness in the customer's brain through the display of underwear by a female model with a good figure. Mark Lee said.

But such a sexy image is too thin, and the new Victoria's Secret, although it is still centered on sexiness. But now 'sexy' needs to be deeper and more diverse!" follows Mark Lee's words, revealing new keywords and patterns on the projection wall behind him.

"Luxury, sophistication, pink!, rock, sport – these new femininities can all be equally sexy!" every word Mark Lee says, the corresponding text and matching pictures appear on the projection wall.

"Luxury" corresponds to the atmospheric and confident career queen, "exquisite" corresponds to the intellectually mature gentle lady, "Pink!" corresponds to the lively and free young girl, "rock" corresponds to the independent and confident rebellious girl, and "sports" corresponds to the independent woman who jogs alone on the mountain road!

Such a series of thoughtful, rigorous, and convincing graphic content can't help but make Victoria's Secret people admire it with joy and sincerity.

"That's amazing!" "How can it still be like this?" "Why didn't I think of that?"

"Maybe some people are doubting the route of high-end luxury jewelry, how can Victoria's Secret's profits and sales be guaranteed?" Mark Lee said confidently, and then he looked at the Victoria's Secret managers opposite: "But I can guarantee that these worries are groundless. ”

"Because, in the division of high-end luxury jewelry. With a wave of his hand, Mark Lee switches to another image, a triangular diagram with different circular areas that delineate the positioning of all today's luxury brands.

"Some people may have understood, yes, this is the business positioning of all luxury jewelry brands on the market!" Mark Lee's words made Victoria's Secret managers amazed, as a cheap product, they have nothing to do with Chanel, Gucci and other top luxury accessories, and it is normal to not know this.

"I need everyone to study hard and remember this picture, because this is the foundation that everyone who works in the luxury jewelry industry must know. Mark Lee said.

"As you can see, on the far left of the triangle, there is the smallest sharp corner, and this is Prada's territory. They are specifically aimed at very masculine career women in their thirties. ”

"Masculine?" asked some, puzzled.

"Not bad. Mark Lee nodded, "On this picture, the farther to the left the brand, the more masculine it is, the so-called masculine woman." And the farther to the right, the more feminine it is. In the middle, it is neutral. ”

"So we can see that there are two neutral brands in the middle of the standard - Gucci and Louis Vuitton. Among them, Louis Vuitton's target customers are older, women between 30~40 years old. So if you look at LV products, whether it is clothing or leather goods, the colors are relatively monotonous, and they can be used by both men and women, and there are no distinct gender characteristics. ”