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No Longer "High Profile" &Nbsp; High-Street High Street Brand Marriage.

2011/1/14 13:41:00 130

The American economic crisis allows the rich to live within their means. Only the agitated poor are bent on spending the last penny to own luxury goods.

In August last year, when the expensive French brand Givenchy launched the Redux, which was not cheap but at least affordable, the New York Times comment was impressive: "when the economic crisis made the luxury brand look like a" bitch ", they found a real friend: the poor!

H&M shop all night queuing up

Lanvin for H&M

Fans

This is indeed the case.

Today, luxury brands have never taken the mass market seriously. Today, under the propaganda campaign of brand publicity, rich people are living within their means. The poor people who are agitated are the ones who want to spend the last penny to own luxury goods.

On the other hand, those who were once high up were not trying to launch their own young series (that is, cheaper Series) or busy with High-Street high street brand.

Not long ago, Lanvin for H&M made H&M's shop a human purgatory.

Under the strong rule of issuing 360 bracelets and buying one piece per person, people still buy the cabbage and sweep away the items they want.

The reason is very simple: the same silk, pure cotton, artificial crystal pearls, the same lotus leaf side single shoulder cartoon design, Lanvin fashion tens of thousands, H&M tags only sell 1000 yuan - although not very cheap, but in contrast, people who rush to buy H&M feel that they earn, while the old customers who have dropped the original money on Lanvin are dejected and feel that they have become the big ones.

Crossover: luxury brand surface, actually bite the bullet.

So why is it that Lanvin has to abandon its noble image and cooperate with the popular high street brand?

In the past two years, except for Louis Vuitton, luxury brands are mostly on the surface, but actually they clench their teeth.

One hundred years old Lanvin is even more.

In 2001, Wang Xiaolan, a Taiwanese businessman, was invited to the designer Alber Elbaz to expand his brand reputation. He even once became a hot trend in the fashion industry, but his book has been losing money for years.

In the 05 and 06 years alone, losses were 5 million and 1400 euros respectively.

In 2007, 1 million euros of profits were attributable to the sale of perfume department.

At that time, the CEO Paul Deneve hoped that the brand could grow in the 08 year. When it came to a financial tsunami, the profit plan collapsed instantly.

Under financial hardship, it is a general trend to marry H&M with annual sales of 100 billion Swedish kronor.

In fact, apart from the so-called brand history and core values, fashion is not like what Alber Elbaz said.

Sharing is more important than everything.

"That sounds good.

Fashion first is business.

With economic contraction, cash in hand is a top priority.

So here Lanvin and H&M are in full swing. Over there, Valentino also throws olive branches to the American leisure brand GAP, and Jil Sander is frequently co operating with Uniqlo to launch a series of +J which applauds and attracts the attention.

More than that, it is said that next to jump into the water is another low-key luxury brand BV that makes fans love to die.

Cooperation with high street brands is like an epidemic spreading in the fashion industry.

Luxury brand

And famous designers have pulled down the last layer of self conceit veil and trotted all along to the high street brand.

There are rumors that the next goal of H&M is Tom Ford. Although we have every reason to doubt the accuracy of the news (Tom Ford is more haughty, and its brand economy is also very good), looking back at the H&M partners before the financial crisis, Karl Lagerfeld, Jimmy Choo, and Wakubo Rei, they are not the main ones who lack money, but they all have a unique business experience.

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Fans waiting in line

Advanced garments are short of market, handbags and accessories.

In recent years, Karl Lagerfeld, Chanel's creative director, has been looking for opportunities to enter the mass market.

Perhaps it is because Chanel has witnessed the ups and downs of the top brand in the fashion industry that it is hard for him to understand the public well.

Over the years, big names have gradually discovered that the market for advanced garments is becoming less and less popular. Instead, handbags and fragrances are facing the ordinary people's entry-level products and become the economic backbone of many luxury brands.

Perhaps the plight of the rich, or the pformation of modern communication, has given ordinary people a strong desire for luxury goods. In any case, this is a huge market that no brand can ignore.

Loss of core value of fashion: at least two product line updates per year

But what is worth worrying is that when luxury brands are scramble for High Street joint names, sales will become the only index of the industry. This will not become a "biochemical crisis" in the fashion industry, so that high fashion will no longer exist.

Pierre Cardin, once deeply influenced by luxury brands, has recently said that the fashion industry requires that all brands update their product lines at least two times a year. In fact, the so-called "fashion" has disappeared. What is more serious is that when luxury brands reach the public, they lose the old customers who support the core value of the brand, and no longer adhere to the traditional luxury handicrafts.

If ordinary consumers gradually lose their respect for luxury goods, where will these luxury brands go?