近日,著名內衣品牌維多利亞的秘密(Victoria's Secret )2024年由海莉·比伯(Hailey Bieber)拍攝的宣傳大片陸續公開。
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大片中海莉身着新款維秘內衣,多為綁帶和白色類似款設計。
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維秘深陷破產困境
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維密大秀曾在2019年停辦,因為品牌前些年來的業績下滑,銷售額不斷下降、維密大秀的收視率也一直在下降,最終導致從2020年開始維密面臨破產危機,加上因為全球口罩事件,導致維密英國公司直接走向了破產清算正式關閉在英國的25家門店。
維秘售出中國業務
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2022年維密還將中國業務的49%以4500萬美元出售給內衣製造商維珍妮,該公司是和維密長期合作的中國供應商,全球多家品牌維密、耐克、優衣庫、愛慕、ubras、內外等都有所合作。
維珍妮(維珍妮控股有限公司)2015年已在港交所成功上市。
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中國公司也面臨困境
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購買了49%維密中國業務的維珍妮,也遇到了自己的困難,因為深圳物價房租人工成本的不斷提高,維珍妮宣布2023年3月花一整年時間截至2024年3月將廠房從深圳搬遷至廣東肇慶,廣東肇慶將承接大部分產能,其餘生產線將搬遷至越南。
維珍妮國際(控股)有限公司副總經理劉億萬坦言,為何選擇紮根肇慶區位優勢以及交通便捷是原因之一。
劉億萬:「我看重肇慶擁有優越的地理區位、便利的交通樞紐、一流的生態環境、開放的政策平台,以及肇慶新區作為肇慶綠色發展引擎的區域特色。」
肇慶東鄰廣州、佛山,西連大西南,是粵港澳大灣區唯一與大西南地區接壤的節點城市。
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維秘無效的自救手段
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而維密不僅通過出售業務想要保住品牌,在2023年開始召集所有老牌天使回歸,2023年9月宣布重新舉辦了維密大秀,但是卻是以電影的形式,希望能夠激起消費者的關注。
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卻造成了網民的熱情被激發,以為是以前的T台秀,一去才發現是電影。該電影主要將鏡頭集中於衣服製作的台前幕後,用波哥大、拉各斯、倫敦和東京四大城市不同文化風格來呈現「Girl』s Power」(女性力量)的主題。
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這個操作不符合網民對於維密的期待,長電影的宣傳手段也和目前短視頻當道的宣傳方式背道而馳,期待和現狀落差太大導致因老牌天使回歸升起來的熱點大幅下降。
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本次維秘電影推出,在國內,最大的熱點竟然是中國女子自由式滑雪運動員 谷愛凌受邀參加了該影片衣服展示拍攝。
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維秘現狀
維秘近日發布業績令人十分失望,並且預計2024年銷售額將從2023年的62億美元降至約60億美元。
因為此消息3月7日,維秘的股價下跌30%,創了跌幅新高。
已經使用過天使回歸的操作的維秘,不知最終要走向何方。
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