Da Vinci Spread To The Fashion Industry &Nbsp; Luxury Producing Areas Become The Focus Of Attention.

Da Vinci's furniture, which was exposed to sky high price in CCTV, was not designed by Italy to import. Instead, it was produced in Dongguan and deceived by consumers.

When you buy luxury clothing or bags are not made in Italy or France, but are made in China, will there be slight changes in your psychology?

They are all sold to rich people, and the gap between cost and final price is very large.

The exposure of Da Vinci's furniture has attracted the attention of the fashion industry.

phenomenon

There are only two similarities between these two things: first, they are sold to the rich, and the gap between the cost and the final price is very large.

Two, the expensive luxuries you purchase may come from a southern Chinese city.

"The luxury industry in fashion industry is no longer a secret."

Director of a department store in Zhengzhou.

There are two main types of agency processing in China, one is the production of finished products, the other is the participation process.

The scale of foundry is large or small, which began with luxury goods entering China in the last century. At the earliest stage, Pierre Cardin had foundries in China.

In general, these brands will mark different origins in Chinese.

It can be conservatively estimated that since 2009, 60% of the international luxury brands have their own production lines in China.

Of course, this only refers to clothing, name list and so on, which requires higher technology, usually from the brand location.

In the EmporioArmani store of Denis people's shop, the salesperson introduces that Armani is indeed produced in Italy, Serbia and Shenzhen, China.

Another luxury brand, Prada, recently admitted in the prospectus that "the production of most semi manufactured goods and finished products is outsourced to external producers."

Some manufacturers are located outside Italy.

Such as China, Vietnam, Turkey and Romania, are responsible for our production. "

unscramble

Luxury premium comes from design and brand.

Compared with Da Vinci furniture's non orthodox European lineage, people in the fashion industry should be more tolerant of this industry.

"The requirements of the retail industry and manufacturing industry are different in this respect."

The head of a department store in Zhengzhou said.

The composition of luxury brands is 70% of brand culture and 30% of product quality.

More people call it "smile curve".

He disclosed that in the cost of clothing, design fees accounted for a large proportion.

Take a suit as an example. Even though it doesn't sell much in China, its design cost may exceed $100 thousand.

Some of the top design costs are about $200 thousand.

Armani and others are regular customers of these independent design rooms.

"These brands have been inherited for hundreds of years, so to speak, these brands earn money from design to marketing, and people buy luxury clothing not to buy a piece of cloth on their body but to finish it, but to declare their taste and strength to the outside world by means of brand names, and can not measure the value of a commodity with the cost of material.

Over the past hundred years, the brand history has made these garments long ago bid farewell to the lowest functional appeal.

He said.

Da Vinci furniture is not only counterfeiting in terms of origin, but also shoddy, telling consumers that this is solid wood furniture, but in fact it may be just three plywood.

Luxury goods such as Armani did not benefit by such a lie. It is a luxury brand that has been mature for many years.

To put it this way, the added value of Da Vinci furniture's products is more from lies, and the added value of luxury products such as Armani comes from many years of brand management and a mature design management marketing team.

The head of another department store in Zhengzhou also holds the same view.

Focus of debate

The origin is important.

But what's the difference between making the same type of clothes in China and making in Europe and the United States?

"There will be some differences in the demand for products such as suits."

The introduction of Dunhill shopper, such as Italian, is better at artisans' quality and rival industry's expertise, and more detailed treatment will be used in detail.

For the simplest example, a staff member of Denis people's store said that skilled craftsmen representing the pure craft of Italy need 30 years of polishing. But in the southern foundry, most of you can see young people around 20 years old, who rarely see employees over 30 years old.

In addition to the nuances of technology, more consumers are of "bloodline theory".

Ms. sun, who runs a clothing store, owns many luxury bags. She feels that the purchase of luxury goods is mainly aimed at highlighting the taste and identity. Two symbols of "Italy origin" and "Armani" are indispensable.

And "made in China" is obviously a loss in the expression of this taste and identity.

"Location of origin determines product positioning."

This is a part of consumers' important reason for the luxury producing area.

This view is also corroborated by authoritative investigation bodies.

The global luxury market report, which has been released jointly by Bain consultants, a leading international consultancy, and the Italy luxury goods producers association, shows that Chinese consumers reject the luxury goods produced in China by up to 86%.

"Because the impression made in China today to the world is cheap, cheap and not honourable."

attitude

Luxury brands must first solve the psychological problems of consumers.

Perhaps it is to understand the psychology of consumers. Luxury goods are inevitably secretive to the origin.

When asked by several luxury stores in Zhengzhou, the reporters all insisted that clothes were imported.

It was not until the logo of "Made in China" was removed from the trade mark that the other side reformed that there were some parts in China's OEM.

The design is completed in Europe.

The reason for OEM is that different countries are rich in different fabrics.

According to industry sources, there is no general rule of origin requirement to mark "Made in Italy" or "Made in France" on products.

"It is not that who is good or who is not good, but the brand of luxury goods and popular routes is only managed under different business models.

Now China's product quality has completely integrated with the world, but at present China's impression of the world has not changed.

Zhengzhou Baisheng shopping center responsible person believes.

At present, most consumers in China still know little about international brands, especially the relative professional knowledge such as product quality, origin, price range and so on.

This unsolved solution has caused the excessive attention to the problem of origin.

As luxury companies continue to expand their production lines, there will be more "overseas foundries" factories, and production problems will become more prominent.

"It is better to tell the world openly and honestly, and to ensure that the quality of overseas OEM products is not much different from that of their origin, so that consumers can accept overseas OEM products with a common mindset.

Improve the gold content of the foundry.

This argument is also recognized in the industry. The industry is rumoured that Prada is ready to become "made in a country" label "made by a brand".

This is a strategic issue that many brands are pondering.