Clothing Luxury Brand Seven Decline Road: Left Hand Saving Right Hand Poison

The decline of clothing luxury brands

When the movie "Afanda" swept the globe to create records at a huge box office of $2 billion 700 million, the keen fashion people immediately sniffed - the era of 3D.

Not only in the movie industry, the fashion industry has also started a "bloody" 3D revolution.

If we say that in the autumn and winter fashion week in 2006, the late fashion master Alexander McQueen, using 3D laser imaging technology to create a living Kate Moss on the stage, is a milestone in opening the door to 3D fashion. Then, in February 23, 2010, on the weekdays, it was known that the old fashioned and unfashionable Burberry was the first step to launch a global synchronized live broadcast of the autumn and winter fashion conference in 2010.

Burberry Christopher, director of creative creation, explains this innovation: "3D technology brings global audiences to the performance venues in London, so that they can also see colors and fabrics, hear music, and become part of the moment, so that all elements can be integrated into one."

Whether or not this initiative is right or wrong is being ignored.

How far 3D can go in the changing fashion world is unknown.

But no matter in fashion circles or fashion circles, before a unified 3D image specification was introduced, and high-quality 3D playback equipment became popular consumer goods, in 1839, British scientist von styton discovered the 3D phenomenon for more than 100 years, and it still maintained infinite potential avant-garde quality.

Daniel Simmons, a veteran in the field of 3D technology, said: "3D has always been like a circus that has repeatedly entered the city. After the audience's freshness is over, the circus should leave."

Just like in the movie world where story is king, 3D can't save the bad film. 3D can't save the fashion industry that designs the king.

Decline two: reading old love is actually a legend.

In fashion circles, we are accustomed to despise rules and do not follow the conventional rules. They are eccentric and eccentric. Their imagination is full of imagination. They regard "clothes not amazing and endless" as their duty.

In the history of fashion, many of the milestone achievements in changing an era are almost made by such people, just like Tom Ford, John Galliano, as we always love Alexander McQueen.

"Ghosts" are more inclined to genius than genius, and today, when the road is hidden in the market, they are getting further away from the fashion business.

After all, compared to the applause, the big boss behind the fashion house likes to hear the applause, and the designer who wants to work for himself is not only an excellent player, but also a smart seller.

So today's vast majority of fashion houses at this very moment have adopted a more pragmatic strategy.

Not long ago, in just a week, Emanuel Ungaro, Herm s s and Alexander McQueen three famous fashion brands announced new designers, and the three new ones, not to mention talented people, were not even famous.

Far away from the "genius", in the fashion brand view, although it is reluctant to give up, it is the helplessness of self redemption.

Reading old love is, of course, a legend.

Decline three: Fashion crossover, not only empathy, love.

Ten years ago, when a lot of fashion designers stayed in the studio all day and immersed themselves in all kinds of cutting and odd timing, Tom Ford opened a new door for scissors tailors.

Such remarks might have been challenged and criticized at that time by "motives impure" or "lack of loyalty to fashion", but no one could have imagined that the "lack of specificity" of the year turned into the current "inability to be single-minded": designers who bent on tailoring one's own efforts were bankrupt and bankrupt, and eventually died with high fashion.

Also like Gucci dressing for hotels, Missoni for water bottles, CK for Mini car dress, the most exaggerated is Dior, actually fell in love with wearing glasses for a pair of underwear - contact lens work, we have to say that the span is too large.

"Empathy is never meant to be separated."

This seemingly contradictory statement reveals one of the simplest principles of Economics - do not put eggs in a basket, in the fashion circle of post crisis era, it has become the golden rule of self salvation, and at the same time, it has become the beginning of the decline of luxury brands.

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Decline four: Clumsy acquisition is controversial. Huge sums of money are actually poisoned.

Nowadays, fashion seems to be overriding the baptism of time, the historical and cultural heritage, social and aesthetic.

The LVMH group is also trying to make a human leap, namely Louis Weedon (LV) ready-made clothes.

Like apple and Microsoft, it uses strong and multiple advertising strategies to win news, finance, consortia and political power.

Louis Weedon's latest series is designed by Marc Jacobs, which is another failure case.

Even Mr. YvesCarcel, the chairman and chief executive of the group, was slightly frustrated and said this embarrassing statement, because optimism was no longer effective: "in the quarter after the season, people will see that the clothing shows the true value of the brand."

"Quarter to quarter..."

In fact, he wanted to say, "gradually..."

Because, despite the tremendous efforts and huge sums of money it has invested over the years, it is clearly not yet up to expectations.

Is this not a strange confession? The clumsy exploitation has been controversial, and the huge sum of money actually is actually poisonous.

Decline five: cut corners and be thick skinned.

"Empty space" is often used to describe a remarkable social flourishing era. The opening of the world cup in four years has attracted the attention of the whole world since the opening of mid June. This seems to be a very troublesome thing for the 2011 Paris men's wear week at almost the same time.

Everyone is watching the world cup. Who cares about the fashion show?

But it turned out that this worry was superfluous, and fashion brands had long been prepared to wishful thinking.

All the fashion brands have been "blending" with various forms and reasons. This seemingly sporting event, which is not familiar with fashion, is simply pervasive.

It is hard to be familiar with the situation, but it is also hard to do well in the wedding of celebrities, or the focus of popular movies.

This fashion of self rescue has led to more attention not only because they have not been drowned, but to those who are not familiar with him.

Decline six: pretending to be gilded and pretending to be gilded.

Fashion designer Marc Jacobs said, "we may not be able to be a real artist, but that does not mean that we need to give up the appreciation and possession of art."

The fashion industry, which boasts "the eighth art", likes to dress up with brushes. From Da Vinci to Andy Warhol, ancient and modern paintings have been wrapped in women for countless times.

Today, Burberry is mobilizing contemporary artists for their latest fashion painting oil paintings, and the major brands have followed suit to honor them in various paintings.

It is not known that the elegance of pretending to be gilded does not last long. The real fashion is more exciting than that of artists, half of fashion dealers. They introduce all kinds of art into fashion, not just a gimmick.

Decline seven: be able to bend and stretch, and perform collective "Metamorphosis".

The fashion brand in the sculpture of other people's temperament as their own responsibility, but also can not guarantee that they can face the test of life and death, can maintain integrity.

A fashion lover who has always been narcissistic and arrogant. He also bent down for the five meters and lowered the noble head: a new brand named Nous Sommes of Paris, designed a necklace of Karl head, only to arouse the attention of Buddha.

Sure enough, after the old Buddha learned that he himself demonstrated himself, the publicity effect was much higher than that of the advertisement. In order to get ahead, it was all right to act as a pet, and to describe the present Christian Lacroix with "good death is better than living".

This unfortunate bankrupt French veteran fashion brand unexpectedly donated 11 fashions to the National Museum of art, and then resurrected with the name of "French cultural heritage". Hermes has always been a sacred and inviolable noble image in the hearts of people all over the world.

Hermes can be blotted out. Business is not easy to do.

In the past, "there is nothing wrong with the fashion industry". It is praise for its infinite creativity, until now it has become a "Metamorphosis" Concerto.

View point: throughout the world, the success of various luxury brands, without exception is adhering to the "luxury is a dream, a dream to produce demand" brand management concept.

Limit, time and handwork can not be bought with money, which is the greatest attraction of luxury goods.

"I am the best, I am the most expensive, and I am the most worthy of your possession!" the core idea of this brand conveys the mystery of luxury in the past century.

Even in the post crisis era, luxury brands can not just give up their dignity just to survive. This is like "drinking poison to quench thirst". The crisis will eventually pass away, but it will take a while to fully recover.