原來女生沒有那么熱衷暴瘦

Need more evidence that Victoria’s Secret is becoming the Sears of Brassieres?

需要更多的證據(jù)證明維多利亞的秘密(維密)正成為文胸界的邊緣產(chǎn)品嗎?

A new report by the research firm CivicScience found that women are much more likely to buy from Target than from Victoria’s Secret when they’re searching for intimates and sleepwear.

城市科學(xué)調(diào)研公司(CivicScience)發(fā)表的一份新報(bào)告指出，當(dāng)女性在尋找內(nèi)衣或睡衣的時(shí)候，她們更可能會購買塔吉特公司(Target，美國僅次于沃爾瑪?shù)牡诙罅闶郯儇浖瘓F(tuán))的產(chǎn)品，而不是維密品牌的產(chǎn)品。

And millennials are particularly eager to ditch Victoria’s Secret for Target.

而且千禧一代特別渴望擺脫維密品牌，轉(zhuǎn)而選擇塔吉特的產(chǎn)品。

Victoria’s Secret is still the most dominant lingerie on the market. But it has been on the decline, both in terms of its sales and in terms of enthusiasm for the brand.

維密品牌在女士內(nèi)衣市場上依然占據(jù)主導(dǎo)地位，但不論是維密的銷量還是人們對這個品牌的熱衷度都在衰退。

Its most recent annual fashion show, which features supermodels and top performers, received its lowest ratings of all time.

維密最近一次的年度時(shí)裝秀是由超模和頂級演員主演的，然而其收視率卻是有史以來最低的。

Meanwhile, other intimates brands are stepping in to fill the gaps. Startups like ThirdLove and Lively are targeting women who would otherwise have shopped at Victoria’s Secret.

與此同時(shí)，其他內(nèi)衣品牌進(jìn)入了這一市場來填補(bǔ)空白。像ThirdLove(第三種愛，一家內(nèi)衣品牌)和Lively(活力，一家內(nèi)衣品牌)等初創(chuàng)品牌就是以原本會購買維密產(chǎn)品的女性為目標(biāo)用戶的。

And now, Target is investing in its lingerie business. Target recently announced it would be overhauling its in-house intimates and sleepwear brands, launching three new brands this spring.

如今塔吉特公司正在投資女士內(nèi)衣產(chǎn)品業(yè)務(wù)。最近該公司宣布會改造其現(xiàn)有內(nèi)衣和睡衣品牌，于今年春季推出三個新品牌。

These brands will focus on inclusivity through expanded sizing, and also ensure that prices remain affordable.

這些品牌將注重產(chǎn)品的包容性，并通過加大尺寸來實(shí)現(xiàn)這一點(diǎn)，而且會確保其產(chǎn)品的價(jià)格依然適中。

Millennials appear to be particularly disillusioned with Victoria’s Secret. These consumers have grown up with brands like Aerie, which have a much more inclusive and less sexual approach to marketing.

維密品牌似乎令千禧一代特別失望。這些消費(fèi)者與Aerie(艾瑞，一家內(nèi)衣品牌)這樣的品牌一起成長起來，而且這些品牌的營銷策略更注重包容性，而非產(chǎn)品是否性感。

In contrast, Victoria’s Secret still pushes the sexy supermodel as an ideal. So there you have it: Another nail in Victoria’s Secret’s coffin.

相比之下，維密依然把性感的超模視為理想型。所以情況就是這樣了：維密的棺木上又多了一枚釘子。