The Luxury Brand Has Bowed Down To The Public.

At 7 o'clock in November 23, 2010, H&M stores in the Mixc, Hangzhou, nearly 300 people lined up here. More than 100 of them had been in the cold wind for more than 7 hours.

As the team grew larger, H&M staff sent each of them a different color bracelet to enter in batches.

At 7:58, the H&M shop's rolling gate slowly rose, and the excited customers began to pour into the shop like a flood.

Half an hour later, H&M's shelves were empty.

What makes people so crazy? It's LanvinforH&M.

As a representative of the French high fashion industry, Lanvin has never blindly followed the fashion. Its designers usually work to cater for the needs of some groups and are very resistant to participating in the design of the popular clothing series.

For LanvinforH&M, Lanvin's art director, AlberElbaz, said in an interview, "when I first approached and discussed cooperation, I was very interested in H&M's proposal to promote the brilliance of Lanvin to a wider group.

What is luxury today? How should we explain the essence of luxury to the public? I hope we can make ordinary people's luxury dreams come true through LanvinforH&M.

The same is true of KarlLagerfeld, who produces 8 series of costumes for Chanel every year, produces 5 series for Fendi, and designs for his own brand.

He took the lead in cooperation with H&M in 2004 and opened the first place in the cooperation between luxury brands and Volkswagen brands.

"The design I do for H&M is just as appropriate as I did for Chanel, Fendi and LargefeldGallery.

Just H&M is a cheaper product.

Now, this is fashion.

KarlLagerfeld said.

H&M Chen Qinghua, manager of public relations in China, thinks, "if you like the luxury design of Lanvin, but you can not stand the high price, the LanvinforH&M series is the best choice.

Also from Lanvin's art director AlberElbaz, the price of a Lanvin bag is usually 1000-2000 dollars, while the price of a LanvinforH&M handbag is only 299-399 yuan.

It is undoubtedly the biggest selling point of luxury goods to the public.

And shortly after Lanvin announced its cooperation with H&M, the world's top luxury and top apparel brand Valentino also launched a joint series with GAP.

After the two, JimmyChoo, who has always been noble in style, unexpectedly launched a snow boots jointly with UGG.

"For luxury brands, marriage makes them become more popular, so that people have a new understanding of brands."

Fashion designer Guo Pei said, "now people's consumption ability and consumption habits have become blurred. Many people will buy luxury brands and buy popular brands."

"Consumers are very smart."

"They like the best products of all kinds," said MargaretavandenBosch, a creative consultant at H&M.

This is what we need to encourage: fashion should help people find new ways to express themselves, and at a price for people.

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Valentino's creative director Chiuri said more directly: "

In this regard, some people in the industry say that luxury has always been closely related to Pyramid's sharp, rich class and upper class society. But nowadays, as the economic situation changes, especially after the financial crisis of 2008, people's consumption concept has become more simplified. The days of luxury brands are generally not good. Therefore, there is no way to hold hands with the mass brands.

In fact, the impact of the financial crisis on luxury brands is much more than that.

In 2009, Kristen La Kat, who was the head of Paris's high-end customization, declared bankruptcy. The fashion brand created by Japanese fashion master Yamamoto Teruji under his name was also unable to cope with the cold winter and filed for bankruptcy protection order with the Tokyo district court.

The bankruptcy of the two brands seems to have opened the Pandora box.

Next, Germany's heavyweight luxury brand Escada group filed for bankruptcy protection, while another big German HugoBoss loss continued to expand. Italy fashion giant Versace closed several stores in Japan, Prada and Chanel announced a layoff of 10%.

"In the current economic situation, the high-end brand market is saturated, and we are looking for new selling points."

RobertBurke, manager of RobertBurkeAssociates consulting company in New York, said.

And the marriage with the public brand, let luxury brands gain fame and wealth.

Lanvin continued to lose money in 2005 and 2006. The profit in 2007 was only obtained from the perfume department. In 2008, it experienced a financial tsunami.

However, in 2010, when LanvinforH&M was launched, only one purchase per person was allowed, consumers would still sell them up.

In November, LanvinforH&M launched a 8% rise in sales in the month of November. But this is not the most important thing. It is important that through the H&M shops all over the world, Lanvin has promoted its brand to the public.

But as we all know, once the luxury goods are fully exposed to the masses, the meaning of luxury brands will not exist.

How to get close to the public while maintaining their value? Luxury brands prefer to "change their faces" to launch their own second line brands.

Armani was the first to eat crabs.

Back in 1981,

This has caused many luxury brands to follow suit.

Du Gabbana's D&G, Donna Karen's DKNY, Versace's Vansas, Prada's MiuMiu and so on appear in the public view with a brand-new posture.

Compared with the main line brand, the second line brand often restores the lack of vitality of the main brand with its vitality and youthful tone. It relies on the strong brand appeal and consumer driving force of the main line brand, plus a more intimate price.

However, after many years of pformation and integration, the influence of big brand second tier brands has expanded rapidly, and even have a tendency to win the competition.

Take D&G, data show that as of March 2009, D&G's performance has reached 45% of the company's total revenue.

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George Armani is also less popular than vice line Emprio Armani and Armani cowboy series.

"Take Emprio Armani, 3000-4000 yuan shirt and jeans of 3000-7000 yuan are all suitable to wear, the price is acceptable."

A head of a shopping mall in China said.

In this regard, Ouyang Kun, chief operating officer of the World Luxury Association, said: "the luxury brand launches the secondary brand, which is to expand the market share share and cover more consumer groups on the basis of the minority luxury market. It means" a market strategy that serves both high-end and public ", but when the sub card threatens the market profitability of the main brand, the collision and confusion between the two brands will gradually become prominent.

The media also recently reported that dujibana will close the D&G. The evidence is that since the autumn and winter of this year, D&G has stopped releasing in Japan.

The reason is that consumers are confused about the concept and image of the main and collateral cards.

In addition, luxury goods will lose some of their regular customers.

Jessey Meng, a guest guest, talked about his extravagant dream when he was talking about his extravagant dream in a phase of Phoenix TV's "three rows of people." when I was in my twenties, I liked a brand bag very much.

However, this brand is very expensive, and it is aimed at mature women. I think, when I have the money, the age is bigger.

You must buy this bag.

Over the past decade, I can afford it now, and my age is quite similar. I suddenly discovered that this brand has surrendered to the masses, and the design and style are all aimed at girls aged twenty.

Whether it is holding the mass brand or opening up the secondary line, an indisputable fact is that luxury goods have already bowed down the noble waist to the public, and it is certain that this trend will become more and more obvious.