The High Fashion Accessory Line Was Acquired By &Nbsp; Do Consumers Care About It?

The news that D&G will merge into Dolce & Gabbana next year will bring waves to the fashion industry. High fashion Retailers have different opinions, like enemies. But will consumers care about the fact that D&G is no longer there?

Dolce & Gabbana announced shortly that its young vice line D&G will be merged into the main line brand, which means that the relatively low price of D&G will soon disappear. This news has overwhelmed many retailers. The great success of D&G has led to its popularity. Judging from the mainstream values, a luxury brand may lose its prestige once it starts offering cheaper products.

However, when a skirt is priced at 300 dollars and sells for 3000 dollars, it is also stuck. Dolce & Gabbana When the labels are linked and hung up, how many consumers will be confused? What level of brand positioning is there? There is a certain risk in this situation. JimTaylor Dolce, a luxury goods consultant, said: "the price of Gabbana & amp; G has always been expensive, so its position in consumers' mind is bound to decrease."

Some people also look at this risky behavior from another perspective: as consumers become more sophisticated and confident in their fashion cognition, they are no longer obstinate and demanding in terms of grading. What people really care about is the designer who designs the fashion he bought, and the fact that he has a completely different product line for luxury goods is also readily accepted.

Taylor believes that the brand launch of different grades of product lines is annoying for high-end customers, and pointedly pointed out: "what is more insecure for a wealthy customer than that of a brand that he likes and follows?" he suggested that executives of luxury companies should think twice. He insisted that all companies must choose one of the two strategies, or take the same line as Michael Kors, Ralph Lauren and other brands to provide different levels of deputy cards, so as to maintain a high attitude in order to cater to the 20% core customers who do not consider price factors.

In 1966, Yves Saint Laurent launched. Rive Gauche After that, there was a "secondary line" in the fashion industry. Until then, such product lines have been figuratively referred to as "bridge lines", because their prices are close to the people and are bridges to consumers and big designers.

Donna Karan's DKNY, Marc Jacobs's Marcby Marc and Prada Miu Miu provide customers with a relatively young and casual price choice.

Now, the designers of the new generation have planned to launch the secondary brand when they first built the high-end line, because the latter did get huge sales by relatively cheap pricing. Moreover, the secondary line products also have a higher sales net interest rate because they can appropriately reduce the quality of the clothing and the complexity of the process. For example, the lining can choose polyester material instead of silk, and the treatment of joints should not be so exquisite. Therefore, the auxiliary line is usually produced at lower labor costs.

JasonWu revealed a year ago that it plans to launch a sub line brand. PanichgulThakoon has launched a sub line Addition, and for Akris, Akris Punto has become the backbone of brand profitability. Versace's sub line Versus was shut down many years ago, but it came out again last year, and invited the UK's popular designer Christopher Kane to take charge. {page_break}

Interestingly, Versus even has a better reputation than Versace.

Last month, Dolce & Gabbana informed the retailers of the merger by letter. The plan will come into effect in 2012. Relevant people have confirmed the matter recently. D&G is about to close.

Although retailers are still confused about how to integrate D&G into Dolce & Gabbana, will consumers notice the fact that D&G does not exist? Most of them routinely believe that all products designed by Stefano Gabbana and Domenico Dolce are called Dolce Gabbana, regardless of whether they are "D&G" or "Gabbana".

Ask the men who wear CK underwear. They will tell you 80% times that Calvin Klein, just like most people think DKNY is the abbreviation of DonnaKaran brand, but ignores that it is actually a more casual product line. Are the sweaters with green, purple and black signboards on your body Ralph Lauren or RLX or Polo? Of course, they all come from Ralph Lauren, because Mr. Lauren's shop sells different grades of multiple product lines.

So, maybe only brands and retailers really care about the difference between collateral trademarks. They want to set store pattern and display mode accordingly, such as Donna Karan in the "designer fashion" floor, while DKNY is sold as "contemporary series". For example, Stephanie Solomon, the fashion director of Bloomingdale department store, said that for most consumers, the secondary line only means "a road leading to the brand".