英语演讲Fashion之维多利亚的秘密Victorias-Secrets

本素材由hi-hoo提供VICTORIA’SSECRET本素材由hi-hoo提供InmyDuringthe1970sand1980s,mostwomeninAmericapurchased“dowdy”,“pragmatic”,“foundationgarments”byFruitoftheLoom,Hanes,andJockeyinpacksofthreefromdepartmentstoresandsavedfancieritemsforspecialoccasionslikehoneymoons.Lacythongsandpaddedpush-upbraswerenicheproductsduringthisperiodoutsideofthemainstreamproductofferingsavailableatdepartmentstores.EightyearspriortofoundingVictoria'sSecret,Raymondwasembarrassedwhenpurchasinglingerieforhiswifeatadepartmentstore.Newsweekreportedhimlookingbackontheincidentfromthevantageof1981:WhenItriedtobuylingerieformywife,herecalled,Iwasfacedwithracksofterry-clothrobesanduglyfloral-printnylonnightgowns,andIalwayshadthefeelingthedepartment-storesaleswomenthoughtIwasanunwelcomeintruder.CorsetsGirdleCorseletFoundationgarmentsincludes:Bodysuits,Brassieres,Corsets,Controlpanties,Garterbelts,Girdles,BodyBriefers,ControlSlips,ControlCamisoles,CamisoleLeotards.•In1983,LeslieWexnerrevampedVictoria'sSecret.Hediscardedthemoney-losingmodelofsellinglingerietomalecustomersandreplaceditwithonethatfocusedonwomen.Sincethen,VSstartedbooming.•Victoria‘sSecretwasfoundedbyRoyRaymond,onJune12,1977.•ThefirststorewaslocatedinSanfordShoppingCenterinPaloAlto,California.In1982,ithadgrowntosixstores,a42-pagecatalogue,andwasgrossing$6millionannually.•However,Raymond'sphilosophyoffocusingonsellinglingerietomalecustomersbecameincreasinglyunprofitableandVictoria'sSecretheadedforbankruptcy.SoRaymondsoldVictoria'sSecretInc.toLeslieWexner,for$1million.FoundingRoyRaymond&hiswifeNowVictoria'sSecretproductsrangelingerie,bras,panties,swimwear,suit-dress,shoes,cosmetics,perfumeandbooks,etc.本素材由hi-hoo提供VIICTORIA’SSECRETFASHIONSHOWBeginningin1995,Victoria’sSecretbeganholdingtheannualVictoria’sSecretFashionShow,whichisbroadcastedprimetimeonAmericantelevision.Theshowisalavisheventwithelaboratecostumedlingerie,varyingmusic,andsetdesignaccordingtothedifferentthethemesrunningwithintheshow.Theshowattractshundredsofcelebritiesandentertainers,withspecialperformersandactseveryyear.Eachyear,twentytofortyoftheworld’stopfashionmodelsareselectedtoperforminthefashionshow.Thisfamousfashionshow,withlegendarysupermodelsstruttinginlavishlyjeweledbrasandfeatheredwings,becameaculturalmoment.Asteamycommercialduringthe1999SuperBowlsentmillionsofvisitorstotheVictoria’sSecretWebsite,andabillionpeoplein100countriesloggedontowatchtheshow.PersonalityWide,fun&sexymodelsPhysiqueVictoria’sSecret•Ultrafeminine•Trendy•PinkreprersentsyouthandfemininitySelf-image•Stylishwomen•Sexyandself-confidenceRelationshipSeekingbeautyandsexinessCultureWeworkforthegreatergood…Doingwhatisright…BeinginclusiveandpursuingexcellenceReflection•Fashion•Prevailingtaste•PrestigeVSAngel:Image&IdentityWhyVSissosuccessful1.ExactBrandTarget2.BrandDissemination2.1Brandcharacter2.2BrandMarketing3.产品策略3.1PricingStrategy3.2ProductManagement4.DiversifiedSalesChannels4.1DirectMail4.2PhysicalStores4.3OnlineSales5.PersonalizedService本素材由hi-hoo提供VSBrandTargetVStargetsfemalesbetweentheagesfrom25to40Pinkwasaddedin2004tohitthe18-24ageVSconsumers:•Aretypicallyfashionconsciousandplacevalueonbuyingunderwearandlingeriethatprovidesthemwithapositiveemotionaleffects.•Valueluxuriousgood,they’rewillingtopayapremiumforquality•Desiretofeelsexy,sophisticated,andglamorousDifferingfromthetraditionalcomfort–orientedguidingprinciples,VStakessexy,stylishandromanticline,whichmeetstherequirementsofmodernsociety.Sexyandfashion,thecoreconcepthasneverbeenchanged.Products,ads,activities…anythingofVSisaboutthisbusinessconcept.WEDOTHEFASHIONMARKETINGIthasbecomeapartoftheVictoria'sSecretbrand.Thankstothepromotion,nowVSisequaltosexyandbeauty.STORESMAGAZINESFASHIONSHOWADSDiversifiedSalesChannelscataloguePhysicalStore•Overthepast28years,bymakingsexylingerieaffordable,accessible,andacceptable,Columbus,Ohio-basedVictoria’sSecrethascreatedamiddlegroundinintimateapparel.Thecompanywokeupasleepycategory,onethattookin$10.75billionin2009,doublewhatitwaswhenWexnerstarted.•RetailexpertssayVictoria’sSecrethasmadedepartmentstoresmoreaggressiveandfashion-forward.Additionally,ithasopenedthedoorswiderforsmallerbrandslikeHankyPanky,andallowedbiggerbrandslikeAmericanEagleOutfitterstocarrytheirownlingerielines.Evenpracticalpantiesaresexierandmorerelevant.JockeyandHanesnowbothsellthongs.“Thisisnowacategorywithmuchgreaterdiversity,”saysWendyLiebmann,CEOofWSLStrategicRetailinNewYork.Otherplayers“havebeenforcedinapositivewaytobecomemorecompetitive.”Achievements&ContributionsThat’sallThanksforlistening