And Gucci's position is below Louis Vuitton, which means that his target customers are younger. Pen × fun × Pavilion www. ｂｉｑｕｇｅ。 info So in its promotional advertisements, the image of a falling model is not very common, and it will use more groups of young models to create his youthful vitality. ”

Under the general explanation of Mark Li Liding, the managers of Micro Victoria's Secret, who have been immersed in excessive parity commercialization for a long time, have a sense of empowerment, and continue to absorb and learn the direction of new bosses and new strategies.

The transformation of Victoria's Secret must start with the manager, and the transformation of the manager must start from the change of thinking. As for the few diehards who are stupidly loyal to the old owner of Victoria's Secret, LTD Group, then there is only a big stick to serve.

Sid also gradually learned Uncle Sam's stick and beard routine.

"Then let's talk about the three more feminine brands on the right side of Gucci and LV – Chanel, Dior and Yves Saint Laurent. ”

"Let's take a look at the most famous Chanel, as the most well-known luxury brand for the public, Chanel has always been the best in luxury accessories. And its strategic positioning is - dignified and elegant mature female image, and even the royal clothing of the first lady of many heads of state. ”

"Just like the widow of President JFK Kennedy, Mrs. Jacqueline. She often wore Chanel in public, which is why she was called 'the most tasteful first lady'. She is fashionable, noble and elegant, and always looks good in front of the world. ”

And she has always liked simple, close-fitting dresses, which influenced the attitude of all women in the '60s and changed the way fashion is felt throughout the United States. ”

So from the mid-60s, along with the image of Jacqueline, Chanel also became synonymous with feminine sophistication and modesty. ”

As for Dior, it has always been synonymous with glamorous high-end women's clothing, and has always been favored by upper-class women. Dior's target customers are women between the ages of 25~40, who walk with a wild and uninhibited image. ”

So they use a variety of bright and warm colors in the design to show a subtle and restrained sexiness. Dior's success lies in balance, balancing the ambiguity between youthful energy and mature charm. ”

"Finally, and the youngest, is Yves Saint Laurent. ”

"Because of his youth, Yves Saint Laurent's style is bold and avant-garde, focusing on creating a cold and arrogant image, somewhat similar to the king on the stage. So their target audience is middle-aged women over the age of 30 – financially independent and with full autonomy. ”

"What they are looking for is actually pompous - that's why Yves Saint Laurent's clothing designs are extraordinarily exaggerated, but not noble. Beneath the long evening dress, wrapped in a beautiful and sensual carcass, only those mature, sophisticated women can show the charm of Saint Laurent. ”

Therefore, Yves Saint Laurent also uses a lot of exaggerated techniques in their advertising, using women who are almost falling to show gender consciousness, and using female images integrated into the stage to express the artistic sense of female beauty. ”

"Well, having said all that, I don't know how much you remember, but the next thing is the focus of today. Mark Lee said, knocking on the table.

"Next is the rightmost brand, which is also the largest brand of all luxury brands, and the only American brand - Anna Sui!"

"As we all know, Anna Sue is a brand founded by Chinese designer Anna Sue in the 80s. But it wasn't until the 90s that the brand really made it onto the mainstream. ”

"Since the first fashion show, Anna Sui has been in a unique position, quickly emerging as a luxury brand on a par with the century-old brands that preceded it. And it relies on the image trait that is exactly the opposite of the Prada on the far left - princessization!"

"Prada, a very masculine woman - the so-called career queen! The typical Prada woman in reality, such as the fashion witch Anna Wintour. ”

Mark Lee's words immediately made some people laugh.

Mark Lee himself smiled and continued, "Anna Sui, on the other hand, is the opposite—princess-oriented! Because any woman has a dream of becoming a princess, just like Disney's enduring princess anime." It is precisely because of the precise grasp of the commonality of this universal world, and then there is a uniqueness that makes each woman feel unique. ”

"Anna Sue has managed to open up her market for all women between the ages of 15 and 45. With Mark Lee's words, a huge ellipse appears on the far right of the triangle.

Then Mark Lee said solemnly: "The reason why Anna Sui is the most important case today is because the new Victoria's Secret needs to learn from it." ”

Hearing Mark Lee's words, many people were puzzled and asked, "Do you want to take the all-age route like Anna Sui?"

Someone retorted, "It can't be such an exaggeration, right?"

Mark Lee stretched out his hand to suppress the voice in the conference room, and he smiled confidently: "The newborn Victoria's Secret will take the route of comprehensive coverage, but not all ages, but all images!"

With Mark Lee's words, a horizontal oval reappears on the projection wall, covering the entire horizontal area from the masculine woman, to the neutral woman, all the way to the feminine woman.

Amid the buzz of the crowd, Mark Lee explained: "It's like what I just listed - luxury, sophistication, Pink!, rock, sports, five key words. ”

"The new Victoria's Secret will pick out the most suitable female image from left to right, and then refine it into the core foundation of the new Victoria's Secret. Because what you need to remember is that no matter what kind of woman she is, she needs to wear underwear!"

As soon as Mark Lee's words came out, everyone in the room nodded in agreement.

Such an unprecedented division of images is actually the strategic positioning determined by Sid after many discussions with Mark Lee and Frida Janani.

Mark Lee's professionalism, Frida's design talent, and Sid's whimsical ideas have finally converged into a new positioning of the new Victoria's Secret - high-end luxury women's underwear, luxury, sophistication, Pink!, rock, sports, and five images, respectively for different grades of female images.

In the end, it is maximized to absorb the most high-end female consumers with the most spending power and potential consumers in the future.

"In terms of big strategy, what Mark (Lee) just said is the unanimity of our management. Just when everyone in the conference room was still savoring the content of the meeting for more than two hours, Sid, who had been sitting for a long time, finally spoke.

Ed Ryzek also looked at Sid vigilantly, the reason why he didn't speak much was because he was afraid of Sid, the current actual controller of Victoria's Secret. Now that Sid spoke, he couldn't help but cheer up.

"Victoria's Secret, it's a purely sophisticated British-classical name, but it's an American company. Therefore, there is no doubt that we will go in the direction of high-end and top-notch!" Sid's words, on the basis of Mark Lee, firmly determined that the new Victoria's Secret is in a completely different direction from the past.

"And my requirements are very simple, since it is necessary to completely reface, then from the product, design, to function, spirit, publicity. Victoria's Secret has to start with an internal makeover, and I can say to you bluntly that this is by no means an easy and enjoyable process. Sid's words made many people nervous.

"However, as long as you work hard and have the courage to change, then the surprises that the new Victoria's Secret will bring to you and your customers will definitely exceed everyone's expectations. Sid raised his index finger and said with a smile, "In the general direction, my request is also very simple, within two years, the company's transformation must be completed." Within five to ten years, you have to be in three major fashion weeks (Paris, New York, Milan). ”

Hearing that Sid was quite reasonable, many people secretly breathed a sigh of relief.

"As for the price after the renovation. Sid looked at Mark Lee.

He nodded knowingly: "The initial price we set is $70-$140 for a set of regular women's underwear, and $50-$70 for a single piece of sports bra." ”

This pricing immediately took everyone on the Victoria's Secret side by a big jump!

"Are you kidding?" said Ed Ryzek, "There is no lingerie that costs more than $20 or $70 these days!?

Sid smiled slightly and looked at Ed Ryzek: "Of course, it is sold to high-end customers." ”

Then Sid threw down Ed Rezek and continued to himself: "In addition, I know that Victoria's Secret will have a catwalk performance at the Cannes Film Festival in France in the middle of the year this year, and this will be carried out according to the full plan for the time being. ”

"Then, it's time for the final part - the Victoria's Secret show!" Sid smiled and threw out the final bombshell.

The Victoria's Secret show, which is the most impressive in the impression of ordinary consumers, was put to the end by Sid before saying, showing that he has a completely different attitude from the previous Victoria's Secret executives who pursued short-term interests and short-sightedness.

In other words, the "historical" Victoria's Secret show is more about putting Victoria's Secret models and angels in the most important position, making full use of the public hype topic.

But if you really want to build an enduring brand, then the most important thing to pay attention to is, of course, the designer, not the model.

If it weren't for Galeries Lafayette Carl Graffy, would there be Chanel today, and would there be nearly two decades of Gucci Empire without Tom Forde?

Therefore, Sid's Victoria's Secret show must also start with the designer first!