Because Victoria's Secret itself is about to carry out a strategic transformation of brand positioning and product remodeling, the opening of this Canadian branch is particularly tortuous and difficult.

Whether it is product design, source procurement, store location selection, or staff training, Victoria's Secret, which has never opened a directly operated branch outside the United States, has been very busy for a while.

In the end, CEO Mark Lee and creative director Frieda Janani decided to implement a new strategic positioning for the new store in Canada - high-end luxury jewelry positioning!

The Victoria's Secret store here uses a new line of high-end products – all newly designed by Frida Janani's team and specially handcrafted.

At the same time, Victoria's Secret advertising and publicity in Canada are all carried out at the same level as European luxury jewelry. Of course, Victoria's Secret's store design and service are also of the same quality as Chanel and Gucci, and are no longer affordable products in the United States.

Mark Lee first looked at the store design behind him with gold and black as the main color, supplemented by white powder and sexy, and then looked back at the long queue of female customers in front of him, and couldn't help but feel a sense of confidence in his heart.

"What do you want?" asked a gentle and confident voice beside him.

When Mark Lee turned around, it turned out to be Frida, the chief designer of Victoria's Secret, she looked at Mark Lee with a smile, and there was an independent and confident charm in her eyes.

"It's nothing," Mark Lee shook his head, "I just think things seem to be going a little bit smoother than we thought." ”

"Isn't that bad?" asked Frida, "or are you actually a pessimist?"

Mark Lee couldn't help but laugh, "I don't know if I'm a pessimist, but it's better to plan ahead than to hold on to it." ”

Victoria's Secret's first overseas store in Canada has adopted a new brand positioning, initially establishing its luxury positioning with a line of exquisite luxury bras.

For a time, Victoria's Secret became the epitome of luxury lingerie for high-end women.

Among them, the new series of advertising campaigns performed by supermodel Gisele Bundchen played an important role. This series of advertisements was completed by a team led by Mark Lee in cooperation with the well-known J. Walter Thompson advertising agency.

As the world's first advertising agency, J. Walter Thompson is a legend in the advertising industry itself, and their brand strategy planning department is a legend within a legend. This time, Sid did not participate, but left it to Mark Lee to work with J. Walter Thompson.

After learning of Victoria's Secret's intention to transform and reshape the brand, J. Walter Thompson took on this very challenging job with great interest, although it was unexpected.

A series of TV commercials and print advertisements led by Gisele Bundchen are the first part of Victoria's Secret transformation plan, and next, other models will be launched one after another. On the other hand, it is also an essential step to invite Hollywood's top female spokespersons.

This is also an important place where the new Victoria's Secret is different from the past. In the past, Victoria's Secret used sky-high signing fees to recruit potential new stars after the five supermodels in the 90s from Europe. Then let the model participate in a large number of physical store promotion activities, of course, the most important thing is the annual Victoria's Secret show.

But in this way, it also makes its models spend a lot of time on Victoria's Secret's business activities, and in the long run, of course, any model who has grown up and has the strength to get rid of Victoria's Secret's restrictions will "fly solo".

After all, relying on models alone is not a long-term solution, after all, even Chanel at sunset has to rely on Marilyn Monroe's: "I only wear a drop of Chanel No. 5 perfume to sleep at night." to create their own unique brand image.

And Tiffany's even more difficult operation, starring screen goddess Audrey Hepburn in "Breakfast at Tiffany's", has its own place in the world.

New Victoria's Secret returns to the origin of publicity, starting with high-grade and high-quality publicity, endorsements and brands, in order to realize its dream of transformation of top luxury goods step by step.

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With the development of the career, whether it is the core Fire Lion or the peripheral Victoria's Secret, they are all carrying out new plans step by step in an orderly manner, and the time has also arrived in the second half of August of the summer file.

"Well, that's a good job. Sid looked at the huge model in front of him with satisfaction, he touched his chin, and added, "Very good indeed." ”

In front of him was a huge miniature 15 meters in diameter, Hogwarts School of Witchcraft and Wizardry, which contained 2,500 fiber-optic lamps to simulate the lanterns, torches, and students in the hallways of the school.

Sid even saw miniature owls and folded leaves on doors on the model, with incredible detail.

Hearing Sid's praise, the special effects artists of ILM couldn't help but laugh excitedly, "Thank you, Director, thank you so much." ”

"No," Sid smiled and shook his head, "I want to thank you. "I don't know how to do this without your help." ”

Sid's quip made everyone laugh.

As the filming of the location in South England progressed, Sid and the others also began to work on the special effects part, one of which was the shooting with the help of miniatures.

As one of the earliest special effects shooting techniques in Hollywood history, the extensive use of miniatures first appeared in George Lucas's "Star Wars". Whether it is the Imperial Dreadnought at the beginning of the film, or the famous Death Star, or even the later Snow Planet, etc., they are all outstanding masterpieces of industrial light and magic miniatures.

Harry Potter and the Philosopher's Stone actually has a lot of scenes that need to be filmed using miniatures, such as the panoramic view of the Hogwarts School of Witchcraft and Wizardry, where many new students cross the lake by boat and look up at the majestic Hogwarts House under the stars.

Who would have thought that this was neither the magic of a computer CGI nor a field view, but a miniature model that looked like a toy?

Because compared with the CGI technology, which is not yet mature, the physical special effects technology that Hollywood has developed for decades is the best scene to use at this stage.

And this miniature model of Hogwarts House, which took nearly 1,000 hours of production time by the special effects engineers of Industrial Light and Magic, has just been completed. Sid's admiration for the huge, exquisite miniatures of the five-body cast on the ground, and once again admired, Hollywood can run rampant in the world of cinema, not for nothing.

"This is the biggest miniature we've ever made this year. ILM's department manager said to Sid.

"Oh," Sid raised an eyebrow in surprise, "Didn't The Lord of the Rings make miniatures?"

"They may have done it, but we don't know. The department manager shrugged his shoulders and said, "I heard that their director has his own special effects studio in New Zealand. ”

"I see. Sid nodded, and then remembered Peter the Great's Weta Digital in New Zealand, but in the future, it was second only to Industrial Light & Magic's special effects leader. To find this site, please search for "6 Mao" or enter the URL:.