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维密收视率创历史新低!市场份额也越发低了...

Source: 恒星英语学习网    2018-12-05  我要投稿   论坛   Favorite  

Victoria's Secret Fashion Show, which aired yesterday, had its lowest ratings ever. It was seen by 3.3 million viewers, down from 5 million last year.
维密秀于昨天播出,但其收视率却创历史新低。此次维密秀的观看人数为330万人,低于去年的500万人。

This may come as a surprise to Ed Razek, the CMO of Victoria’s Secret's parent company. In an interview last month, Razak talked proudly about the show.
维密总公司的首席营销官艾德·拉扎克可能会对这样的结果感到惊讶。在上个月的一次采访中,拉扎克还很自豪地谈起过这场秀。

For years, Victoria's Secret has faced criticism about its overly sexualized branding, but Razek kept making the case that the brand still had its finger on the pulse of culture.
多年来,维密品牌一直面临着人们对其过于性感的品牌文化的指责,但拉扎克还是认为该品牌依然紧跟文化潮流。

Razek said: “Shouldn't you have transsexuals in the show? No. No, I don't think we should. Well, why not? Because the show is a fantasy. It's a 42-minute entertainment special. It is the only one of its kind in the world. We're nobody's third love. We're their first love. And Victoria's Secret has been women's first love from the beginning.”
拉扎克表示:“你应该邀请变性人参加维密秀吗?不,我认为我们不应该邀请他们。为什么不呢?因为这场秀是一次梦幻演出,是一场42分钟的特殊娱乐活动,是世界上独一无二的一场秀。我们不是某人的第三种爱。我们是她们的初恋。维密品牌从一开始就是女性们的首选。”

From comments like this, it does not seem like Victoria's Secret has fully come to terms with how young people feel about the brand.
从拉扎克的评论可以看出,维密品牌似乎还没有完全了解年轻人对该品牌的看法。

In addition to the show's low ratings, women are not buying the brand's products. Sales are down and it is losing market share to startups like ThirdLove, Knix, and Lively, which are targeting millennial women with brands that are much more focused on comfort, inclusivity , and female empowerment.
除了维密秀的低收视率,女性们也没有再购买该品牌的产品。维密产品的销量在下降,ThirdLove(第三种爱),Knit以及Lively等初创内衣品牌抢占了其市场份额,这些品牌把千禧一代的女性作为目标客户群,而且它们更看重舒适性、包容性和女性力量。

To make matters worse, the singer Halsey criticized the event and said she was offended by Razek's comments above, about trans models. “As a member of the LGBTQ+ community, I have no tolerance for a lack of inclusivity,” she wrote.
更糟糕的是,歌手哈尔斯指责了这一活动,并表示拉扎克对变性模特的评论冒犯了她。“作为性少数群体的一员,我无法容忍缺少包容性的品牌,”她写道。


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