Wei Mi Opened The First Full Category Product Store In Mexico.

At the end of last month, the United States

The first full-scale product store was opened in Mexico.

"They want to shake many brands," Maria Eliazar, an underwear buyer in Mexico, described the arrival of Victoria, and said that competitors such as Vicky Form and Leonisa have finalized the latest competition strategy to resist the strong invasion of Victoria.

Victoria's store in Mexico is a collaboration between L Brands group and Grupo Axo of Mexico joint venture company. Grupo Axo operates 17 beauty store stores in Mexico, operates 3 independent stores in Chile, and has Falabella stores in Mexico, Chile.

According to Wei's company, the flagship store in Mexico will sell a series of products, including Body by Victoria, Very Sexy, Dream Angels, Bombshell, pure cotton underwear and Victoria Sport sports underwear.

In addition, the store will also sell teenage series Pink and brand perfume products, as well as Pink series of make-up products and so on.

According to the sales director of Grupo Axo, the retail price of underwear is up to $80, while the retail price of a bottle of perfume is as high as $85. All products sold in Mexico are imported from the United States. The new time will be shortened to American stores, and Mexico stores will also be new in the new month.

Wei Mi company revealed that the decoration design of the store is modern and mature, combined with the large pink background, and there is a huge screen in the store showing the latest underwear show in the latest season.

At present, both Victoria and Grupo Axo have not disclosed the store's sales expectations or other areas' future development strategies.

Although the arrival of Victoria's secret has caused many local underwear retailers in Mexico to feel pressured, the company has also said that it is also facing the troubles of slow economic growth and poor performance itself.

Maria Eliazar added that Mexico women are very obsessed with products of Wei MI, but because Mexico is still the majority of low and middle end consumers, the price of their products is so high that many local women consumers are deterred. Therefore, the lower price of Vicky Form will continue to occupy most of the market share.

Although Vicky Form's design capability is not as good as that of Victoria, the company has said it expects to open 2500 stores in 2018.

Maria Eliazar said that Vicky Form had tried to replicate the mode of Victoria's secret, but the company did not understand the operation concept of Victoria, so it gave up its replication mode. Vicky Form expects underwear sales to increase by 20% this year.

Vicky Form and Leonisa are Mexico's fast-growing underwear brands.

Leonisa has revealed that next year it will launch a more daring sexy underwear series, which has performed well in Mexico this year.

Besides, there are other brands in Mexico, such as Kibys and Ilusion and new high-end underwear brand Florentina.

Mexico retail consultant Miguel Angel Andreu emphasized that price is indeed an obstacle to Victoria's market in Mexico, because only 10% of women in the Mexico market are willing to buy an underwear at a price of more than 100 US dollars, and the reason why Wei Mi opened her shop in Mexico is that she has a group of consumers who have visited the United States and have a certain understanding of their brands in Mexico.

Between January and July this year, the clothing retail market in Mexico recorded an increase of 16%, of which about 12% came from local brands.