El negocio millonario detrás de Victoria’s Secret
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Si L Brands Inc. va a recuperar parte del valor de mercado de US$16.000 millones que ha perdido en los últimos tres años, no hay duda respecto a dónde debe comenzar: revivir su emblemática cadena Victoria’s Secret.
El minorista de lencería ha estado tambaleando ya que no aprovechó las principales tendencias de la moda y se aferró a un ambiente anticuado de glamour en su estrategia de marketing. El martes, en un evento para inversionistas, el director ejecutivo de Victoria’s Secret, John Mehas, presentó su visión para lograr un resurgimiento. Por desgracia, fue frustrantemente poco claro, con lo que complicó interpretar si las cosas volverán a ser positivas a corto plazo para Victoria’s Secret.
La publicidad es una de las áreas en las que Victoria’s Secret necesita una reorganización urgente y la reciente partida del veterano jefe de marketing Ed Razek proporciona un rayo de esperanza de que el cambio sea inminente.
La marca debe ser vista como «por ella, para ella», dijo Mehas, sin proporcionar demasiados detalles. (También hubo cierta ironía en el hecho de que, como señaló mi colega Jordyn Holman, la compañía anunció este concepto durante un evento en el que la mayoría de los expositores eran hombres).
El problema es que la cadena de lencería se ha apoyado demasiado en los descuentos durante tanto tiempo que tendrá dificultades para impulsar a los compradores a que paguen precios más altos. Los ejecutivos no tuvieron una explicación particularmente satisfactoria sobre cómo lograrán hacerlo.
A pesar de toda esta vaga charla sobre lo que vendrá en Victoria’s Secret, los inversionistas enviaron las acciones de L Brands sobre 3% el martes.
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