去年一年,维密慢慢开始加速进军中国市场的步伐,在西方传统市场的发展开始滞后。今年5月,维密的总公司L Brand宣称其净销量下跌了7%,从此前的26亿美元跌至24亿美元。维密的净收入也从去年开始大幅下滑,下降了38%,跌至9.41亿美元。
China, on the other hand, is a lucrative market that Victoria’s Secret sees a lot of potential for. According to official data by the China National Textile Industry Council, the sales in the lingerie market in China reached 100 billion yuan in 2016, and the size of the market exceeded 60 billion yuan.
但是对维密来说,中国市场利润丰厚,潜力巨大。中国国家纺织工业委员会(China National Textile Industry Council)发布数据,2016年中国内衣市场销售额达1000亿人民币,市场规模扩大了600万元。
Victoria's Secret's annual fashion show has become the brand's secret weapon to market to Chinese consumers. In 2016, the brand put a record number of four Chinese models on its runway, and the theme of the show paid tribute to traditional Chinese culture. Even though the show was criticized for having elements of cultural appropriation (one model, Elsa Hosk, was sent down the runway with a dragon on her back), the show still attracted many viewers and inspired much discussion among its Chinese fans.
维密年度大秀是该品牌进军中国市场的秘密武器。2016年,维密史无前例地选用了四位中国模特,秀场主题也是在致敬中国传统文化。尽管维密秀也因此遭到文化剽窃的指责声(模特艾尔莎·霍斯卡(Elsa Hosk)走秀时背披龙图),依然吸引着不少观众,在中国粉丝间引发热议不断。
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