Luxury Market Under Financial Tsunami

      How should the luxury brands cope with the surging financial tsunami?

Hadi Amis, on the brink of bankruptcy

Fashion look

The most prominent report on the opening of Hongkong TV is no longer the "heroin storm" of several heroines, but the repeated "financial tsunami". Compared with the "storm" in 1998, the words were equally breathtaking. Again, looking at newspapers and magazines, it said that some famous boutiques (those with low prices and few customers) began to collapse. For example, Hadi Amis, the queen of British tailor fashion queen Elizabeth S, was on the verge of bankruptcy. According to the guardian, some retailers closely related to the housing market, including Loasby, a curtains dealer, and Miss Sixty, a marketing brand in the market, have encountered varying degrees of difficulty. The economic downturn and fashion brand involvement seem to be back.

　　 Stock index declined and skirt length declined.

The skirt of the model grew longer and the skirt of Dolce &Gabbana fell to the middle of the leg.

Based on the theory based on the world since 1920s, the length of clothing has increased or declined along with economic growth or decline. When the stock index falls, the skirt length will also drop. The recent release of the new fashions at the major fashion houses shows the recession of the 08 fall and winter. Some of the designers who are famous for their mini skirts also have dramatic "knee down changes" on the T platform: the Dolce &Gabbana's skirt is shrithing down to the middle of the calf. Secondly, however, Prada, Missoni, Marni and even Roberto Cavalli have released a more slender look. Cavalli talked about covering demand in social situations. Too much sex is out of fashion. Today is no longer the age of meat. " He said.

In addition to fashion designers' ideas, some analysts also believe that the fashion industry is facing embarrassment at this stage. Glenda Bailey, editor in chief of fashion bazaar magazine, told The Associated Press reporters: "whenever people experience difficult times, fashion always displays their luxurious side. Everyone wants to dream. "

Will the skirt grow longer, will it make us think more luxuriously?

Someone changed the design, someone changed the form.

Today's style is smooth and real. The most popular ornaments and weird fabrics are missing in the past few seasons. At the Balenciaga press conference, three models dressed in fancy, simple and tailored cocktail dresses. Yves Saint Laurent models wear bowls of wig, gloss black lipsticks, simple knitted jackets and waist dress, and create a modern and abstract appearance.

Some people have changed their designs, and some have changed their form. Look at Viktor & Rolf 09 spring and summer show online. They know that they have abandoned the brand name of the senior brand, and have opened the door to find more spectators. The two designers said that the Internet is a major trend in the future. They hope to seize the opportunities in the Internet era. From their new official website, we can see that they attach importance to the Internet. And their new owner, Diesel group boss Renzo Rosso, seems to want to play tricks on this brand and attract people's attention.

　　 The bottom line of luxury

Some laugh and some worry: Hadi Amis, the advanced custom brand, is on the verge of bankruptcy.

In China, Hermes's largest store opened in Beijing.

There are also people who are very confident of surviving the financial tsunami, especially the luxury brands that have always been "lonesome". Whether they are in the selling season or in the off-season, their prices will probably not rise even during the economic boom or during the economic recession. For example, a classic package of tens of thousands of dollars, Hermes will still have to launch new products, and still need to make a most luxurious brand release in China and choose the most expensive place to celebrate as a party. Before the long holidays, Hermes opened third specialized stores in Beijing, which is the tenth largest and most exclusive store in mainland China.

The same is true for the five star hotels. They will not seek to lower the rate of accommodation. Their presidential suite would rather be empty and never sell to consumers. Because they understand that once the price is lowered, the brand will be damaged, even if the recession can not be reduced, because when the economy recovers, your price will not go back.

Price is the most important manifestation of brand value, but it can not be easily changed in the minds of consumers. Change should give consumers enough reasons, otherwise they will hurt the brand. Now that the economy is in the doldrums, let's support each other and work hard.