Victoria's Secret Victoria's Secret, People Behind Pink and Na Senza La Senza Underwear Brands

This billionaire, who has changed his American shopping style by himself, has a secret room that is almost as mysterious as the man he is—in the corner of Columbus, Ohio, across the rubbish dump, stands an inconspicuous one. In the office building, a "Do not enter" sign hangs on the security door. Although the public space is full of pink walls, lace on the underwear, and the large screen on the wall is endlessly playing almost naked supermodel video, but the interior room is scattered with folders and paper everywhere. A picture of the Disney movie "The Absent-Minded Professor." Almost every plane was full of things - a 3-foot pencil here, a Monopoly game board, or piles of books.

Victoria's Secret Victoria's Secret, People Behind Pink and Na Senza La Senza Underwear Brands

The "King of Shows" Les Wexners poses at the headquarters in Columbus, Ohio, the capital of the United States.

Les Wexner seems to ignore the irony. He has made Victoria's Secret, Pink, Express, and The Limited a well-known retail clothing brand in American history. . “When I was a kid and the first store hadn’t opened yet, they were saying that the store was like a theater, and retail was a play of the show. This is still the case until now,” said the man in grey slacks and blue Oxfords and a 77-year-old old man dressed casually said, "The retail industry is a free form of entertainment."

However, the "theatre manager" always avoids the flash. He is the chief executive of a large public company but rarely speaks at financial teleconferences. He is a legendary figure in the industry but he almost never faces the media. Whistnay is so elusive that most people think Victoria’s secret think tanks are either visionary women such as Sara Blakely or Tory Burch. , Or is Hugh Hefner's ass.

In reality, Wexner’s net worth reached 6.2 billion U.S. dollars, which is enough to let him rank 80th on the Forbes U.S. 400 rich list. But in fact, he is a good at self-examination person who has been relentlessly reflecting on his every move for decades. The success of his business is due to his insecurity and dissatisfaction that he could not restrain, driving him to pursue his own way. His early extraordinary vision appeared at the peak of the department store era, when he only focused on a few product lines (ie, The Limited). When the retail store just locked its eyes on the region, he had already expanded the store to the United States. When most of the competitors hold overseas markets, they stick to the domestic market. His greatest achievement is to reshape the healthy image of the underwear brand. Lingerie is no longer the exclusive product on the boudoir and striptease show. Instead, it is in the form of an underwear store. It appears in the shopping mall together with food courts and multi-functional theaters. Center.

It is not easy to make long-term contrary to people. At the age of 26, Wexnery, who was about to open his first store, screamed and awakened every night. By the age of 30, he was an anxious millionaire, and he wanted to find a higher goal than to add more zero at the end of the asset number. Money is easier than accomplishment. After a year and a half, he already has more than a dozen companies, of which five have sales of $1 billion or more. However, as a result of personality, he began to think that he was all wrong. Between 1998 and 2007, he split and sold brands such as The Limited, Limited Too, Abercrombie & Fitch, Express, Lane Bryant, and Lerner New York, leaving only Victoria's secrets. He bet on increasingly In the qualitative field of clothing, the emotional resonance of Uyghur will bring higher profit value.

"I'm afraid of the fear of not thinking or realizing that the idea went wrong," said Wexner.

At present, Wexnerna owns only three lingerie brands - Victoria's Secret, Pink and La Senza. In the United States, a total of 13.2 billion US dollars in the lingerie market, these three brands accounted for a total share of 41%. And just behind their competitors, only 1% of the market share. The world's largest beauty product retail brand, Bath & Body Works, is also a member of his group. All of these brands are owned by its thriving parent company, L Brands.

L Brands's 2,949 wholly-owned stores have annual sales of over $11 billion in bras, women's underwear, soap, and other similar products. In the past 19 quarters, same-store sales have grown in each quarter. Excellent marketing, especially the annual Victoria's Secret Fashion Show, contributed to the success of this company. However, in this age of e-commerce lacking substantive content, caring customer service is equally important. Customers can buy high-quality T-shirts and trousers from various online stores and physical stores, but different bras. 80% of women in the United States wear bras of the wrong size. The computer can't measure whether the bra fits, nor does the retailer's employees, such as Target, measure the size of the customer. But employees of Victoria's Secret do, and female customers return to the company with loyalty. 99% of L Brands boutiques were profitable in 2013, while Victoria’s secret operating margin reached 17%, which is three times the industry average. Despite the eruption of e-commerce, Wexner opened 50 new stores last year. His online business is not the focus, but he is doing well, with annual sales of $1.5 billion.