Need more evidence that Victoria’s Secret is becoming the Sears of Brassieres?
需要更多的证据证明维多利亚的秘密（维密）正成为文胸界的边缘产品吗？

A new report by the research firm CivicScience found that women are much more likely to buy from Target than from Victoria’s Secret when they’re searching for intimates and sleepwear.
城市科学调研公司（CivicScience）发表的一份新报告指出，当女性在寻找内衣或睡衣的时候，她们更可能会购买塔吉特公司（Target，美国仅次于沃尔玛的第二大零售百货集团）的产品，而不是维密品牌的产品。

And millennials are particularly eager to ditch Victoria’s Secret for Target.
而且千禧一代特别渴望摆脱维密品牌，转而选择塔吉特的产品。

Victoria’s Secret is still the most dominant lingerie on the market. But it has been on the decline, both in terms of its sales and in terms of enthusiasm for the brand.
维密品牌在女士内衣市场上依然占据主导地位，但不论是维密的销量还是人们对这个品牌的热衷度都在衰退。

Its most recent annual fashion show, which features supermodels and top performers, received its lowest ratings of all time.
维密最近一次的年度时装秀是由超模和顶级演员主演的，然而其收视率却是有史以来最低的。

Meanwhile, other intimates brands are stepping in to fill the gaps. Startups like ThirdLove and Lively are targeting women who would otherwise have shopped at Victoria’s Secret.
与此同时，其他内衣品牌进入了这一市场来填补空白。像ThirdLove（第三种爱，一家内衣品牌）和Lively（活力，一家内衣品牌）等初创品牌就是以原本会购买维密产品的女性为目标用户的。

And now, Target is investing in its lingerie business. Target recently announced it would be overhauling its in-house intimates and sleepwear brands, launching three new brands this spring.
如今塔吉特公司正在投资女士内衣产品业务。最近该公司宣布会改造其现有内衣和睡衣品牌，于今年春季推出三个新品牌。

These brands will focus on inclusivity through expanded sizing, and also ensure that prices remain affordable.
这些品牌将注重产品的包容性，并通过加大尺寸来实现这一点，而且会确保其产品的价格依然适中。

Millennials appear to be particularly disillusioned with Victoria’s Secret. These consumers have grown up with brands like Aerie, which have a much more inclusive and less sexual approach to marketing.
维密品牌似乎令千禧一代特别失望。这些消费者与Aerie（艾瑞，一家内衣品牌）这样的品牌一起成长起来，而且这些品牌的营销策略更注重包容性，而非产品是否性感。

In contrast, Victoria’s Secret still pushes the sexy supermodel as an ideal. So there you have it: Another nail in Victoria’s Secret’s coffin.
相比之下，维密依然把性感的超模视为理想型。所以情况就是这样了：维密的棺木上又多了一枚钉子。

 

翻译：Dlacus