No matter how successful a brand is, if it does not have the awareness to keep up with consumers and solid product quality as its foundation, it will always collapse one day. The “angel” Victoria’s Secret, which has been struggling in the mud for nearly three years, may have a new takeover.
According to financial media CNBC citing sources, the American underwear brand Victoria’s Secret will be sold as soon as this week. Parent company L Brands and private equity firm Sycamore Partners are approaching A deal was struck, but details were not disclosed. According to the data, Sycamore Partners specializes in investments in the consumer and retail industries. It is best at leveraged buyouts, distressed acquisitions, spin-offs of companies with complex performance and debt investments. It currently manages more than US$15 billion in funds.
MKM Partners analyst Roxanne Meyer believes that the Victoria’s Secret deal has a high chance of being completed, and Sycamore Partners management has expressed support. According to Sycamore Partners’ previous acquisitions of unprofitable brands Based on historical judgment, he expected the transaction price to be US$2 billion to US$3.4 billion, which was only half of Victoria’s Secret’s annual sales at its peak. Roxanne Meyer also pointed out that L Brands may use the funds obtained from the sale of Victoria’s Secret to repay part of the long-term debt totaling US$5.477 billion.
In fact, Victoria’s Secret’s pursuit of sale is a helpless move by L Brands. After all, this is a “dream” that has been pursued by consumers across the United States and even around the world.
It took Victoria’s Secret nearly 20 years to go from a small store to the world-famous underwear queen, but it fell from the altar in less than 5 years!
Previously, supermodel Shanina Shaik# confirmed in an interview that there will no longer be a #Victoria’s Secret show this year! As we all know, the 2018 Victoria’s Secret show has always been an annual feast for the fashion industry. The long legs that fill the screen are really pleasing to the eye! In the editor’s mind, Victoria’s Secret should be like this!
Like this
Like this
Or something like this
But! They will all be gone this year! ! !
According to the British “Daily Mail” report, Australian supermodel Shanina Shaik, who has appeared on the Victoria’s Secret T stage five times, revealed in an interview, This year’s Victoria’s Secret show will be cancelled. ! She said: “Unfortunately, there will be no Victoria’s Secret show this year, which makes me a little bit unaccustomed to it, because at this time in previous years I would have started training to be a Victoria’s Secret Angel. But I believe there will be one in the future, I’m sure They are working hard to build Victoria’s Secret and continue to do shows in new ways. Because it is the best.” In May of this year, it was reported that the #Victoria’s Secret show might be suspended, and now it is really going to be suspended. It was first broadcast on ABC in 2001, and the 12.4 million viewers are still the highest in history! It then aired on CBS for 15 consecutive years and was moved to ABC last year. However, the ratings have gradually declined in recent years. Last year, the number of viewers was only 3.27 million, and the ratings among those aged 18-49 were only 0.9.
△”It’s a pity that there is no Victoria’s Secret show this year, which makes me a little uncomfortable. Because at this time in previous years I have started training to be a Victoria’s Secret Angel…I’m sure they are working hard to build Victoria’s Secret and continue to do the show in new ways. Because it is the best.” The screen is full of beautiful and long bodies Legs may never leave the screen.
According to CNBC, on May 10, Les Wexner, CEO of L Brands, the parent company of Victoria’s Secret, stated in an internal letter that the Victoria’s Secret Show has been broadcast on ABC and CBS for nearly 20 years, but network television is no longer suitable for this purpose. Victoria’s Secret Show. He said a new form of activity would be created in its place.
“Fashion is an ever-changing business. We must evolve and change to grow.” In the past two years, with the sales of Victoria’s Secret With the decline, and women’s awareness of body diversity increasing, the Victoria’s Secret show has begun to lose its appeal, and attention has become less and less.
According to CBS ratings data, in Shanghai in 2017�The ratings of the big show dropped by nearly 30% compared with 2016, with a total audience of less than 5 million. The TV ratings of the big show in 2018 hit a record low, with only 3.27 million viewers, less than one-third of the peak number of viewers in 2011.
The “Washington Examiner” published an article in 2017 titled “We don’t want Victoria’s Secret in public” Big Show – We Just Want Private Underwear”, the article pointed out that Victoria’s Secret’s sexy marketing methods are not complicated. The problem is that when brands regard big shows as the company’s primary marketing gimmick, consumers in reality will not think of Victoria’s Secret products because of the big shows. In other words, the conversion rate is low.
During this period, L Brands’ growth leader has changed from Victoria’s Secret to a body care brand. Now, L Brands is adopting some radical strategies to stop losses, such as closing some Victoria’s Secret stores, reshaping the Pink series, etc. The appointment of new CEO John Mehas will also bring some new reform measures.
Twenty years ago, according to Victoria’s Secret’s traditional model, one could rest easy, but the face became increasingly fierce. In the market competition, the 42-year-old Victoria’s Secret is already riddled with holes. Some analysts said, “The sad thing about Victoria’s Secret is that they once created such a beautiful tradition, created angels, and made many supermodels, but now they have ‘killed’ themselves.”
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