L Brands Doesn'T Sell Best Underwear.

Victoria sSecret two years ago, the sports product line was also popular.

For 200 million to 250 million dollars, analysts expect to grow to $1 billion.

The famous American underwear brand Victoria 'sSecret (

The parent company L Brands, referred to as "Wei Mi", has released its latest financial results.

In the three months ending May 2nd, total sales volume was $2 billion 510 million, up 5% over the same period last year. The gross profit margin of the company was 42%, an increase of 0.9 percentage points over the same period last year. Net profit was 250 million 500 thousand dollars, and the profit per share after the amortization was 84 cents, up 59.6% over the same period last year.

Occupied 35% of the United States

The flagship brand Victoria 'sSecret is gratifying:

The store sold $1 billion 350 million in the quarter, up 8.1% from the same period last year, and the same store sales grew 5% year-on-year.

Direct selling channels (online stores and mail order catalogues) were cut down by the influence of non underwear products lines, which achieved sales of US $338 million 300 thousand, down 5.6% from the same period last year.

Victoria 'sSecret plans to add sports products to more than 150 stores this spring.

The most brilliant category of Victoria sSecret this season is not underwear, but swimwear - sales rose by 10% over the same period last year.

Swimwear sells well except for good upper body effects. It also has a great boost to swimsuit show Victoria 'sSecret Swim Special, which is similar to the annual fashion of Victoria's underwear.

Brand CEO Sharen Jester Turney said: the company has invested a lot of energy in sports bra products, and its performance is encouraging.

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For many men, choosing a suit is a painful and helpless thing.

For interviews, changing jobs, or attending wedding ceremonies, many occasions require a decent suit.

But it is still difficult to find a good suit and a good suit at the same time.

If you don't go to a physical store, the result of online shopping may be even worse: the quality is inferior, the style is bad, and finally, you may have to find a tailor to revise it.

Things are changing now.

Many vertical consumer services are moving towards large-scale customization. For example, consumers can customize their laptop computers according to their own preferences, choose the color and interior style of their cars, and even design a running shoe for themselves online.

But the fashion industry is holding back, copying the more than 100 years old mode of clothing production.

People can't customize clothes, they have to buy a lot of clothes that are not needed, and then return those unsuitable ones.

According to statistics, in 2016, the fashion trade in the US is expected to reach 73 billion US dollars (about 452 billion 366 million yuan), while 1/3 of online shopping clothes will be returned by buyers.

In the new custom tailored service, customers can get help from online stylists. It takes only a few minutes to complete the process from volume to design.

After ordering, merchants will purchase cloth selected by customers, digitally tailored and stitched, and a few weeks later, the completed suit suit will be delivered to the customer's hand.

Knot Standard was founded in 2010, allowing customers to upload clothes, sizes and personal preferences in the wardrobe, so as to design unique styles.

Based on the above data, Knot Standard can sew fully fitted trousers, shirts and suits in a short time.

Customers can also create their own unique digital templates, and then automatically cut the high quality cloth through the combined laser cutting equipment.

For customers who are not sure of their size or who are not sure what they like, Knot Standard has also set up an exhibition room, providing free consultation service to the stylist.

Now they have opened six exhibition rooms, which are located in New York (flagship store), Dubai, Dallas, Austen, Houston, Washington, and Chicago store is also opening soon.

The family is also planning to expand its range of products and provide customized polo shirts and even sweaters.

Because of customization, Knot Standard's customer return rate is only 2.3%.

According to the commentary, in the United States, more and more men are fleeing shopping malls, department stores, and turning to websites that have saved them from buying clothes.

Bonobos, Thrillist and other websites are occupying more and more market share in clothing electric business. Its nirvana is personalized clothing consultation.

Take the Trunk Club website set up in 2012 as an example. Its free admission of members is conducted by consultants first on line with customers. After that, the company will send a whole box of clothing to men's homes every month, leaving customers with what they need and returning other clothes free of charge.

Fashion is the fastest growing sector in the field of electricity business, and men are the powerful promoter of this sector.