In The First Quarter, The Same Store Sales Fell 1%.

U.S.A

Giant Victoria 's Secret (hereinafter referred to as:

L Brands Inc., the parent company, lost its first quarter profit or less than analysts forecast, and the stock price plunged for six years after news came out.

The L Brands group's same store sales increased by only 1%, lower than the average growth forecast of Thomson Reuters analysts, and the same store sales of the same quarter fell by 1%, lower than that of the Retail Metrics analyst L, which had been forecast for 4%, while its bathing brand Bath &Body Works sales grew 5%, less than 6.1% of analysts' previous forecasts.

As of April 30th, L Brands had achieved net profit of 50~55 cents per share (nearly 55 cents) per share, but still lower than analysts' average forecast of 58 cents.

As of April 30th, the net sales of L Brands increased four to 2% US dollars over the same period last year, compared with 724 million 600 thousand US dollars in the same period last year.

(above: Bath &Body Works bath series)

(above: virgin girl Pink)

Howard Tubin, a securities analyst at Guggenheim Securities, believes that the decline in sales of L Brands is a rare phenomenon.

In the statement, the company introduced the beauty and core business of the company, the sale of underwear.

The overall comparable sales volume.

The sale of Pink is good.

On Thursday, L Brands shares plunged 12% to 70.28 U.S. dollars, the biggest single day decline since May 6, 2010.

Christian Buss, an analyst at Credit Suisse Group Credit Suisse, believes that the weak demand for the company may be a pressure on the group's recent profitability.

He also believes that L Brands's earnings per share of 55 cents in the first quarter did not meet the expectations of investors.

He lowered L Brands's share price forecast from $90 to $85, but still rated "wait-and-see".

At the same time, he reduced the sales forecast for this fiscal year from 12 billion 800 million US dollars to US $12 billion 700 million.

Forecast figures for the 2017 fiscal year were also downgraded, and sales forecasts fell from US $13 billion 430 million to US $13 billion 400 million.

He expressed confidence in the efforts made by L Brands in the business and expanding the international market, but at the same time he was cautious because the traditional professional retailers are constantly turning to the electricity supplier.

L Brands currently has 3038 stores and 90% in the US market.

VSBA is a beauty and accessories store in Wei Ming. In April this year, the company acquired 26 VSBA authorized stores and opened a VSBA store.

Buss believes that this is the most positive move for L Brands to expand its overseas business.

As a leader in the underwear industry in the United States, the sales volume in 2015 was nearly $7 billion 700 million (including electricity supplier business). Recently, a series of events in the company have caused people's doubts about the future of this phenomenal brand.

In February, President CEO Sharen Jester Turney suddenly announced her resignation, and the 78 year old veteran returned to the helm.

(see "gorgeous Buffett" in detail), "Leslie of the underwear industry", the 78 year old Wexner of Vitoria, who secretly kisses the palm of the mountain.

In April, the company issued a restructuring announcement and decided to lay off 200. Recently, there was news that the company decided to divest its swimsuit business (below) to restructure its product structure.