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  • This is the 2018 Victoria's Secret Fashion Show.

    - [旁白]這是2018年的維多利亞的祕密時裝秀。

  • The hour-long nationally-televised event has served as a showcase for the brand's bras and lingerie since 2001, but 2018 was the fashion show's last broadcast.

    長達一小時的全國性直播活動已經成為一個展示的窗口 自2001年以來,他為該品牌的胸罩和內衣提供服務。 但2018年是該時裝秀的最後一次播出。

  • The show had suffered several years of declining ratings that coincided with the drastic rise then fall of the stock price of Victoria's Secret parent company, L Brands.

    該節目的收視率已經連續幾年下降了恰恰是在急劇上升然後下降的時候 的股票價格 維多利亞的祕密母公司L Brands公司。

  • Here's how the lingerie retailer, Angels and all, rose to the top of women's fashion and how its fall from grace has created an uncertain future for the company.

    以下是這家內衣零售商的情況,天使和所有。崛起於女性時尚之巔 以及它是如何墮落的 已經為公司創造了一個不確定的未來。

  • In 1982, L Brands owner Leslie Wexner acquired Victoria's Secret, a small retailer consisting of 6 stores and a catalog for $1 million.

    1982年,L Brands的老闆Leslie Wexner獲得了維多利亞的祕密。 一個由六家商店組成的小零售商 和一份100萬美元的目錄。

  • Wexner developed many successful retail businesses in the 1980s and '90s.


  • He popularized the specialty mall retailer, which had tightly-focused product lines and carefully-designed stores, and he took those stores and rolled them out to malls across the country.

    - 他推廣了專業商場零售商。其中有緊密集中的產品系列 和精心設計的商店。 他帶著這些商店,把它們推出去 到全國各地的商場。

  • That model really upended the department store model.


  • In the mid-90s, Victoria's Secret's heavily-padded Miracle Bra, designed to create cleavage, was vying for market share with its competitor, the WonderBra.

    - [旁白]在20世紀90年代中期。維多利亞的祕密的大量填充的奇蹟胸罩。 旨在創造裂痕,爭奪市場份額 與它的競爭者WonderBra。

  • Only Victoria's Secret has the Miracle Bra.

    - [播音員]只有維多利亞的祕密有奇蹟胸罩。

  • Get a Miracle Bra.

    - 獲得一個奇蹟胸罩。

  • Victoria's Secret doubled down on ads with provocative TV commercials and launched its first fashion show in 1995.

    - [旁白]維多利亞的祕密在廣告上翻了一番挑釁性的電視廣告 並在1995年推出了它的第一個時裝秀。

  • Victoria's Secret tried to define what sexy was and what a sexy woman should look like, and you can really see by the ads that they were pushing a very specific beauty ideal.

    - 維多利亞的祕密試圖定義什麼是性感以及一個性感女人應該是什麼樣子。 你真的可以通過廣告看到 他們正在推動一個非常具體的美麗理想。

  • That image was executed by L Brands Chief Marketing Officer, Edward Razek, who was put in charge of casting models for the fashion show.

    該影像被執行作者:L Brands首席營銷官愛德華-拉澤克。 負責的人 為時裝秀挑選模特。

  • Throughout the 2000s, Leslie Wexner sold many of his apparel brands and focused more and more on his lingerie and beauty lines.

    - [旁白]在整個2000年代。萊斯利-韋克斯納出售了他的許多服裝品牌 並越來越多地專注於他的內衣和美容系列。

  • This included launching PINK in 2004, a Victoria's Secret spinoff for teens.

    這包括在2004年推出PINK。維多利亞的祕密 "的青少年衍生品。

  • Unlike many other retailers, Victoria's Secret continued to grow after the 2008 recession.

    與許多其他零售商不同。維多利亞的祕密繼續增長 在2008年的經濟衰退之後。

  • The retailer opened more stores and sales expanded, and L Brands stock price rose until 2016.

    該零售商開設了更多的商店,銷售量擴大。和L Brands的股價上漲,直到2016年。

  • That's when you really started to see trouble for the company, as consumer tastes started to shift.

    - 那是你真正開始看到麻煩的時候隨著消費者的口味開始轉變,該公司也開始了新的發展。

  • Athleisure began to dominate fashion and growth began to slow in Victoria's Secret's bra business.

    - [旁白] 運動休閒開始主宰時尚和增長開始放緩 在維多利亞的祕密的胸罩業務。

  • This was driven, in part, by consumers preferring bralettes, bras with no underwire or padding.


  • There was a shift in what female consumers wanted from their underwear and what they were willing to pay.

    - 女性消費者的需求發生了變化從他們的內衣和他們願意支付的費用。

  • Many younger women didn't wanna pay $60 anymore for a padded bra that they saw on a supermodel.


  • Many of them preferred stuff like more authentic marketing, natural looks, and bras built for comfort.


  • In 2016, Leslie Wexner assumed direct control of Victoria's Secret.

    - [旁白]2016年,萊斯利-韋克斯納直接控制了維多利亞的祕密。

  • He eliminated swimwear, stopped mailing out catalogs, and doubled down on sports bras.


  • By 2018, L Brands share price had fallen 50%, erasing about $14 billion in investors' wealth.

    到2018年,L Brands的股價已經下跌了50%。抹去了約140億美元的投資者財富。

  • Victoria's Secret started to appear out of touch with female consumers around the same time.


  • A major stumbling block for Victoria's Secret was when Ed Razek told "Vogue" that he didn't think transgender models should be cast in the fashion show.

    - 維多利亞的祕密的一個主要絆腳石是當Ed Razek告訴Vogue 他不認為變性人模型 應該在時裝秀中出演。

  • He was forced to apologize for those remarks, and a lot of people called for his resignation immediately.


  • He actually stayed on a while after that and eventually resigned in 2019.


  • Victoria's Secret's internal culture and management has come under scrutiny as well.


  • Ed Razek, after he left Victoria's Secret, has faced allegations of harassing models and employees, and Les Wexner has come under fire for his ties to Jeffrey Epstein, who was his longtime money manager.

    - 埃德-拉澤克,在他離開維多利亞的祕密之後。已面臨騷擾模特和僱員的指控。 而Les Wexner則受到了抨擊 因為他與傑弗裡-愛潑斯坦的關係。 他是他長期的資金經理。

  • Leslie Wexner has said that he cut ties with Epstein more than a decade ago, after Epstein was charged with child sex trafficking.

    - [旁白]萊斯利-韋克斯納說,他切斷了聯繫十多年前與愛潑斯坦的合作 在愛潑斯坦被指控犯有販賣兒童的罪行之後。

  • Independent directors on the L Brands Board responded to the sexual harassment allegations in a statement that said the company had instituted "robust anti-harassment policies" in recent years, and the company regrets any instance where we did not achieve this objective of "a safe, welcoming, and empowering workplace".

    L Brands董事會中的獨立董事對性騷擾指控的迴應 在一份聲明中說,該公司已經制定了 近幾年來強有力的反騷擾政策 該公司對任何事件表示遺憾。 我們沒有實現這一目標的地方 一個安全的、受歡迎的和有能力的工作場所。

  • Razek told the "New York Times" that the allegations were, quote, "categorically untrue, misconstrued, or taken out of context".

    拉澤克告訴《紐約時報》,這些指控引用如下:"完全不真實。 "誤解,或斷章取義"。

  • Consumers have a very particular idea of what Victoria's Secret is.

    - 消費者有一個非常特別的想法維多利亞的祕密是什麼。

  • It'll be interesting to see whether a brand that's married to such a particular type of marketing can transform itself into anything else.

    我們將很有興趣看到一個品牌是否嫁給這樣一個特殊的營銷類型 可以將自己轉化為其他任何東西。 (愉快的管絃樂)

This is the 2018 Victoria's Secret Fashion Show.

- [旁白]這是2018年的維多利亞的祕密時裝秀。


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維多利亞的祕密是如何失去其控制力的 | WSJ (How Victoria's Secret Lost Its Grip | WSJ)

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    Elise Chuang 發佈於 2022 年 03 月 21 日