Victoria's Secret Did Wrong, But My Body Did It Right

Core tips: Victoria’s Secret has been the top in the filed of bra, even enjoyed a great popularity in Chinese market. Can any domestic brands surpass Victoria’s Secret?

    My Body, a Chinese brand that also uses pink as the main color of its stores, has recently changed its usual "low-key" approach and started to transmit its memories to consumers on social media. Although the two brand volume difference is large, the former downhill, the latter rise period, the length of each other just revealed the change of market demand. 

    Not long ago, L Brands, the parent company of Victoria's Secret, announced its annual report that the total sales of Victoria's Secret in 2020 were $5.413 billion, down 27.9% year on year. In May last year, Victoria's Secret's UK branch declared bankruptcy, L Brands announced it would close 250 stores permanently, and more recently there was speculation that L Brands would sell the business to private equity.

    The American brand, which was founded in 1977, is arguably the world's most recognizable lingerie retailer, especially since 1995, when its annual sex show and Victoria's Secret Angels brought it a lot of attention. But the brand's fortunes have deteriorated amid shifting consumer preferences and a scandalous controversy over its former leadership.Although Victoria's Secret has been working hard to change its traditional, sexualized image since last year, with the likes of Zhou Dongyu in China as a new spokesperson for the brand's sexualized style, the shift has come too late for consumers to buy in.

    Modern women are tired of the monolithic, male gaze of sexuality.

    Nowadays, people's consumption habits have changed. Shopping is not only about buying the product itself, but also about buying the values expressed by the brand.Driven by such consumer psychology, brands need to construct multi-dimensional products and link with consumers from design to interpretation and so on.This is especially true of underwear, a close-fitting product.

    My Body, founded in 1996, began to emphasize the affirmation of its own BODY from the brand name. The brand side explains this name as "MY BODY, I am in charge".The original idea is that women's body is more burden than men, so women should pay more attention to themselves, take care of themselves.They believe that women's figure and dress demands should be defined and decided by themselves. Therefore, in the design of products, the needs of women of various shapes and ages are considered, and comfort and health are emphasized to highlight diverse aesthetics while broadening the boundary of sex appeal.

    Diversified aesthetic is not only a marketing slogan to spread, but also reflected in the products, how to more and more widely consider the needs of all women.For example, in terms of body shape, there are different underwear exclusively for small breasts to large breasts, and products with special needs such as pregnancy and lactation, which can be adjusted from naked to both. MY BODY thinks that the meaning of multivariate is inclusive, not when you tired of the single sexy just spit on and sexy, but allow people to continue to pursue the perfect sexy, nor allow others to pursue the perfect sexy, not marketing in order to make style of opposites, and can be soft, can also exercise, embrace popular also respect the niche.

    In addition to underwear, My Body also offers a wide range of products, including thermal underwear, swimwear, vest, cotton socks, silk socks, slippers, scarves, shoulder straps, laundry detergent, nail polish, invisible bra, fitness yoga wear and so on. Considering that women are often the main buyers of clothes for other members of the family, a more comprehensive range of men's and children's collections has been added to facilitate their shopping.Although the series is rich, but in line with the needs of women more close-fitting.It is reported that this brand hit the concept of underwear household collection brand store more than 20 years ago, come down for many years to enrich the product line ceaselessly.

    It's worth noting that most retailers that emphasize variety and one-stop shopping use bright, warehouse-style store designs, but My Body goes the boudoir route.Pink and black collisions from outside the shop look very striking, but the store set up by the light and space, and create a mystique, light with focus on the product itself, the convenience of our customers choose goods metope black and customers move line slightly dim the lights of the increased sense of "boudoir", more important is in line with the modern women's emphasis on private.The display utensils with "princess" customary elements are adopted in the store decoration, which also captures the preference of target customers.

    For a long time, MY BODY has been ignored because of focus on product branding, eye-catching shops and function of the product itself with the brand marketing, but even so, set up in the form of combination of marketing and investment consortium of terminal sales network, a second-tier cities in the country has more than 60 image has more than 500 stores,Most of them are located in well-known middle and high-end shopping centers such as China Resources MIXC, Joy City, Raffles, Longhu Street, Capital Plaza, Wanda Plaza, Aeon Dream City, Vanke Plaza and Aegean Sea, with a standard shop area ranging from 400 square meters to 1,000 square meters.At the same time, the brand has also established a relatively complete online channels, in addition to Tmall flagship store, but also entered Jingdong, Vipshop and other mainstream online sales platforms.

    The vitality of the Chinese market after the epidemic has made many brands in the fashion industry all over the world dare not underestimate, and they have been expanding their efforts. At the same time, consumers pay more attention to and have more confidence in local brands, and some brands with solid product foundation have quickly surfaced.With this "east wind", My Body, which fits the current consumer demand, is developing rapidly. According to the introduction, the image store of the upgraded version of My Body will be launched in the second half of this year, and the plan to expand its retail outlets to Southeast Asia has also been put on the agenda.It's not hard to imagine My Body becoming a new generation of lingerie giants.