In The Four Quarter, Sales Fell More Than 9.3%, Resulting In A Decline In Profitability Of The Parent Company.

In February 27th, the fourth quarter earnings report released by L Brands revealed that the group's sales increased by 0.62% to 4 billion 850 million US dollars over the same period. However, the profitability of the group declined due to the sluggish performance of its brand. The revenue was positive during the period, mainly due to the sale of underwear brand La Senza.

Detailed statistics show that the sales volume of Wei MI during the period was $1 billion 850 million, a drop of over 9.3% compared with 2 billion 40 million US dollars in the same period last year.

After the announcement of the earnings report, the stock price of L Brands continued to be volatile on that day, and the largest drop in the market was 6.9% to 25.5 yuan / share.

This shows that the "midlife crisis" of Wei is more and more intense.

As we all know, the appearance of Wei has shaken the aesthetic standards of models and fashion industry, but in recent two years, the brand has been losing its momentum in the two fields of reputation and quality.

First of all, the annual show of maintaining and maintaining its brand image is becoming more and more popular.

Last year, during the show, apart from Liu Wen, He Sui and Xi Mengyao's trend, they were slightly concerned by domestic consumers. They even failed to maintain a certain topic of heat on micro-blog.

In addition, the most difficult for consumers to bear is the quality problems of the products and the outstanding after-sales service problems. In 2018, its products were destroyed due to the "black list" of quality inspection. In micro-blog and Tmall brand flagship stores, there were also many comments on their products, such as poor workmanship, many thread heads, and inconsistent with the big names.

Perhaps seeing these problems, L Brands executives said at the end of last year that they would reassess the situation and carry out some strategic adjustments, such as "considering the resumption of bathing business" and so on. But whether these measures can play a stimulating role in the current performance of the secret business will be further tested by the market.