Sharen Jester Turney Will Resign Despite Her Outstanding Performance.

The "Victoria's Secret (Vitoria secret") angel who has the angel face and the devil's body, the "T show" which is displayed at the beginning of each year, with a fluttering wing and a valuable underwear, not only makes the famous underwear brand of the United States attract many eyes, but also becomes the fashion circle's grand occasion.

Although the brand underwear product has not landed in the Chinese market, the "secret Vitoria" underwear show has attracted 1 billion attention, including Chinese consumers and spectators.

However, L Brands recently announced that Sharen Jester Turney, the chief executive of the company's main brand, the secret of Vitoria, will resign from CEO, but will remain a consultant for the company. The position will be temporarily replaced by Leslie Wexner, the 78 year old parent company L Brands (NYSE:LB).

This was followed by the departure of Chanel global CEO Maureen Chiquet at the end of January 2016 (due to a disagreement between the development strategy and the company), and another 1 months of CEO personnel changes in the fashion industry.

Some analysts pointed out that, in view of the fact that Sharen Jester Turney did not follow the customary advance notice and announcement of its successor, its resignation was indeed sudden, especially in the development of Victoria's Secret.

His own reason is that he hopes to shift the focus of future life to family and personal life.

During the term of Sharen Jester Turney, sales of Victoria's Secret increased by more than 70% to $7 billion 700 million (about 50 billion 200 million yuan).

So how did Sharen Jester Turney, 16 or 58 years old, join the company to push the brand to its peak and how to put it together?

What about 50 billion yuan?

Nearly 10 years at the helm

Because it was embarrassing to buy underwear for his wife. In 1977, Roy Raymond founded Victoria's Secret in San Francisco, California, using the veneer wall in the shop, while the interior decoration adopted the retro style of the British Vitoria era, and the whole shop was concise.

In 1982, when Leslie Wexner bought the Victoria 's Secret, it completely maintained its personalized image and made a radical reform of the brand. He made the strategy of attracting male consumers by Victoria s Secret into a direct attraction to female consumers. The product also developed new colors and styles. In the early 90s, it became the largest female underwear retailer in the United States, which was more than 1 billion dollars.

Today, the 78 year old Leslie Wexner is the founder of Limited Brands, and founded its first clothing store in 1963. With its keen commercial sense of smell, it has positioned the brand in young people, especially young women.

In 1969, Limited Brands, which owned only five chain stores, was successfully listed.

Victoria 's Secret is one of the most important brands of Limited Brands. The most notable feature is the annual "secret underwear show in Vitoria". The brand held the first show in 1995, and the venue has attracted many fans from across the United States and Europe.

Open up new fields

After taking office, Sharen Jester Turney has occupied the 35% lingerie market share of the United States, and has also begun to explore other directions to find more profit points.

From traditional underwear to popular swimsuits and popular sports product lines, they are growing.

In swimsuit, since 2015, the company has produced the swimsuit show Victoria'sSecret Swim Special special program in imitation of the annual Victoria 'sSecret underwear style. The Adriana, Lima, Candice Swanepoel and other supermodels have taken the swimsuit Promo in the West Indies Puerto Rico. In February 26th of that year, after the swimsuit show was released on Cbs Broadcasting Inc TV (CBS), the best performance of the Victoria' CBS' in the current fiscal season was not underwear, and its swimwear sales increased by 10% over the same period last year.

In terms of sports product lines, Victoria's two years ago were completely blank in the field of sportswear, but according to Morgan Stanley's recent report, now Victoria can earn 200 million -2.5 billion annually from this market. Analysts believe that the final sales volume will reach $1 billion in the end.

"We have confidence in sportswear, especially sports underwear," said Sharen Jester Turney. "We are growing rapidly in this business."

According to Wei's statement, sports underwear and yoga pants will occupy 10%-15% of sales of Victoria store in the future.

Of course, not all expansion and exploration will be successful. The street casual wear series of Wei is gradually withdrawn because it can not promote sales of main business.

The core products of Victoria's Secret include underwear, sub brand Pink, swimsuit and sportswear and other core products. Compared to other clothing categories, the profit margin is lower than that of its core products.

In 2015, Victoria's Secret opened 9 stores in five places in Shanghai, Guangzhou, Shenzhen, Chongqing and Chengdu, but these are just cosmetic products.

"Boutique", which mainly includes women's perfume, cosmetics, personal care products and hot selling "small inside", no loyal fans expect sexy underwear, lace pajamas, home clothes and so on.

But its parent company L Brands has publicly called China "an extremely important market in the future".

As early as the end of 2014, Wei MI was registered in the Shanghai free trade area to establish "Vitoria secret (Shanghai) Trading Co., Ltd.".

L Brands once said that the establishment of a company in the Shanghai free trade zone is part of the company's plans to enter the Chinese market.

Up to now, Victoria has not opened any underwear store in the mainland.

Some analysts believe that it is only a matter of time before their underwear products arrive in China.

Agent Provocateur, a high-end lingerie brand in London in 2013, said its sales in China's 4 stores exceeded 25%.

As for the Chinese market, a garment industry has evaluated the first financial daily, "Victoria's Secret's development strategy is relatively conservative."

Although it was not the "originator" of the show, it joined Victoria 's Secret in 2000, and in 2006, the Sharen Jester Turney of the brand CEO was considered to be an important factor in pushing the brand to the summit.

Born in Oklahoma, Japan, after graduating from university in 1979, he worked in a department store in Houston and Neiman Markus Neiman boutique department, and became a store manager all the way. After working in the retail industry for more than 20 years, she joined the Marcus in 2000.

Sharen Jester Turney is an important manifestation of the promotion of Wei MI. After 2006, every show of Victoria's secret is no longer just an underwear show. It's more like a fashion feast that can compete with the fashion week and win many eyeballs. The sexiest models in the world have appeared on the T T show of Sharen Jester Turney. Even the most popular stars in the United States are willing to increase their exposure for the platform, such as Rihanna, Justin Timberlake, Justin Bieber, and Timberlake.

As the T Victoria show is the most popular model in the world, the "Victoria" s Secret endorsement is the most popular model in the world. In the minds of consumers, "Wei Mi" has become the pronoun of "sexy". Although there are 16000 diamond underwear, rubies and Sapphires embedded in the T show, it has been noted in the Victoria 's Secret store of the United States that most of its products are of medium price and high cost performance, making Victoria s Secret occupy the market share of the underwear market across the United States.

Not only is it sexy, but Victoria 's Secret also values the importance of update speed to market share, which has been reduced by nearly four months in the process of product development, and can even be reduced by two months according to the brand's top level.

Men who like Victoria 's Secret prefer home mail regularly to receive direct coupon coupons and pick up the latest underwear for intimate lovers.

This booklet now achieves 500 million copies per year, contributing 30% of sales to Victoria s Secret.

During the term of Sharen Jester Turney, sales of Victoria 's Secret rose by more than 70% to $7 billion 700 million (about 50 billion 200 million yuan).

In the 2015 fiscal year, L Brands had a 5% improvement in the same store sales.

Net sales totaled $12 billion 154 million, an increase of 6.1% compared with 11 billion 454 million in the 2014 fiscal year.

Leslie Wexner, chairman and chief executive officer of L Brands, said 2015 was the best year in group history.

Sales of luxury goods in mainland China have dropped, according to the Bain Company China (Luxury Market Study) report released by Bain & Co., Ltd., but sales of high-end underwear in China have been increasing since 2012. According to the data of Frost & Sullivan, sales of Chinese underwear market in 2014 reached 20 billion US dollars, and 2015 is expected to grow by 18%.

"China's advanced underwear market is growing strongly.

It is mainly because Chinese people's per capita income is increasing, which makes more consumers want to buy products of high quality and higher price.

Matthew Crabbe, an Asia Pacific researcher at Mintel, a consultancy, said.