天使也救不了场！维密秀取消，外媒说原因在这儿……

摘要：据CNN报道，L Brands的首席财务官Stuart Burgdoerfer在上周四的电话会议中表示，“我们认为，改进维密的营销方式十分重要。CNN的报道中还指出，维密秀近年来不断引发争议，诸如时尚网站Cosmopolitan和英国《卫报》等媒体，都曾将维密秀与性别歧视和反女性主义联系到一起。

向来以满屏大长腿和天使装扮著称的维密秀，在前些年着实吸引了不少眼球。然而今年，维密秀却不会再出现了。

维多利亚秘密的母公司L Brands上周四确认，在经历收视率下降以及节目遭到抵制后，今年将不再播出维密秀。

Victoria's Secret parent company L Brands confirmed last Thursday that it will not air its fashion show this year after falling ratings and backlash to the event in recent years.

据CNN报道，L Brands的首席财务官Stuart Burgdoerfer在上周四的电话会议中表示，“我们认为，改进维密的营销方式十分重要。”

"We think it's important to evolve the marketing of Victoria's Secret," L Brands Chief Financial Officer Stuart Burgdoerfer said on a call with analysts last Thursday.

首场维密秀于1995年播出，但是到了2018年，其收视率却已经跌到最低点。

The first Victoria's Secret fashion show aired in 1995, but last year the show fell to its lowest ratings since its inception.

Stuart Burgdoerfer表示，“维密秀是该公司品牌建设的一个非常重要的组成部分，也是品牌的一个重要方面，是一个了不起的营销成就。我们正在研究如何提升品牌定位，并以最佳方式沟通客户。”

"It was a very important part of the brand building of this business and was an important aspect of the brand and a remarkable marketing achievement," Burgdoerfer said Thursday. "We're figuring out how to advance the positioning of the brand and best communicate that to customers."

上周三，维密公布数据，他们又经历了一个季度的销售额下滑。另据《财富》网站报道，除了在2018年的第一季度有小幅上涨之外，维密的同一店面销售额从2016年第四季度开始，每个季度都在下滑。

Last Wednesday, Victoria's Secret posted another quarter of declining sales. With the exception of a small rise in the first quarter of 2018, Victoria’s Secret same store sales have declined every quarter since Q4 2016.

那么销售额的下滑，反映出了维密什么样的问题呢？

CNN的报道中还指出，维密秀近年来不断引发争议，诸如时尚网站Cosmopolitan和英国《卫报》等媒体，都曾将维密秀与性别歧视和反女性主义联系到一起。

The show has generated controversy in recent years, with publications from Cosmopolitan to The Guardian calling it sexist and anti-feminist.

《卫报》：“维密秀是未曾揭露的现代性别歧视主义”

“然而，不论公司怎样将其包装成美好盛宴，其猫步表演是完全愚蠢的”

美国资讯网站BuzzFeedNews则指出，这是因为消费者希望更多样化的呈现：

报道中提及，消费者们不再追捧那些偶像化、瘦得出奇的女性，转而希望出现更多样化、更包容、更接地气的模特。

However, the event's draw began to diminish as consumers steered away from idolizing extremely thin women in underwear, instead demanding more diverse, inclusive, and relatable models.

新闻网站VOX也总结了维密秀的“垮掉”，声称取消不过是时间问题。

文章援引市场研究机构Coresight Research 2019年的一份报告，其中分析显示，数字原生代品牌的兴起加剧了这一领域竞争，比如：ThirdLove，Aerie以及蕾哈娜的Savage x Fenty等初创品牌。而内衣消费者在购物的时候，也更关注舒适贴身，而非性感。

According to a 2019 report by Coresight Research, digital native brands are rising to compete in this space, with startups like Rihanna’s Savage x Fenty, ThirdLove, and Aerie.Lingerie customers also care more about comfort and fit than sexiness when it comes to their buying decisions, according to the report.