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Negative News, Economic Crisis, International Luxury Big Selling Road

2012/2/29 9:25:00 25

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Recently, the international luxury brand in China.

market

The negative news continues: following the Zhejiang industrial and commercial sector due to product quality problems, burning European imports of high-grade leather shoes; Armani (ARMANI), BURBERRY, Zegna (Ermengildo Zegna) and other top brand clothing was also disqualified in Shanghai; shortly thereafter, Etam, Vishaman (VEROMODA) and other well-known brands of women's clothing were found in Guangzhou carcinogenic substances can decompose aromatic amines.

Despite the bubbling media coverage, the international brand is still in the face of exposure, and even the price of products that are selling well in China is greatly improved.

Behind the sharp contrast between the cold and the hot is the mature strategy of the international brand to deal with the "consumer crisis", or is it a challenge to the Chinese people's brand name consumption psychology?

In the face of the global economic downturn, some luxurious sales have not gone up.

Who is buying the big international names?

Luxury card

Why do we sell so much in China? Let's take a look at the sales patterns and sales performance of major brands in China.

Ferragamo profits rose 8 in the first 3 quarters.

In December 2011, Salvatore Ferragamo, a luxury Brand Company in Italy, announced that in the first 9 months of this year, in the context of sales growth, the net profit of the brand rose and the region with strong growth was the Asia Pacific region.

Over the past 9 months, sales in the Asia Pacific region increased by 36% compared with the same period last year, while China's sales grew by more than 50%.

The company also announced that Europe's growth rate was 29.3%, North America was 31.1%, Japan was 1.7%, and central and South America's growth rate was 33.3%.

Ferragamo, who has the title of "Star shoe leather shoe maker", is elegant and elegant, with both practicality and style. It is famous for its traditional handwork and fashionable style.

After listing on the Milan stock exchange in June 29, 2011, the Ferragamo family will control 56% of the brand, and the family members and Hongkong entrepreneurs Peter Woo will hold 11% and 8% shares respectively.

The post market development goal is to stabilize the brand's position in the luxury market, expand the distribution channels of brand in the emerging market, improve the performance of the brand in the retail and wholesale fields, increase the supply of products, and make the supply chain and organization more modern.

Prada's third quarter growth accelerated

By region, the sales volume of Prada group increased by 35.9% to 212 million euros in the third quarter of 2011.

Italy Prada group grew steadily in the first 9 months of this year, and its growth in the third quarter accelerated. This is mainly due to the help of the Asian market.

Prada group is confident of the potential of the luxury market, and will continue to implement long-term growth strategy to expand its network with brand advantage and quality products.

However, facing the uncertainty of the global market, paying close attention to the development trend of the global market and taking timely countermeasures is necessary for the brand.

Bobury 3D

Fashion Show

Raise the tide of Technology

In April 13, 2011, Burberry (Bo Baili) held a grand event on the theme of "Celebrating British music, technology and fashion" at the 2000 square meters studio of Beijing TV station.

Through the use of advanced holography and digital projection technology, Boboli has presented a unique fashion show for the 1000 guests on the scene.

The event was broadcast live online through the official website of bolbury and over 200 cooperative websites.

In Beijing, Boboli staged a hologram 3D fashion show, alternating with virtual models and real models.

In the movie world, when 3D technology is in full swing, the fashion circle has become the biggest fan of new technology.

It is too early to deduce fashion from art to a technology, to be more fashionable or even tedious.

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Armani leveraging network marketing

By the end of 2010, the Armani Emporio Emporio (Emprio Armani) was officially launched in China's online store and became the first luxury brand to launch online business in the Chinese market.

The mani China official flagship store operated by YOOX group will experience online shopping.

The new website is more humane, and mani special project director will talk with customers on the website.

In the era of the Internet big bang, digital marketing has been favored by international brands.

With the power of the Internet to expand its influence in the fashion industry, it also enhances the social influence of the clothing brand. The extension of the online store is an endless expansion of the fashion layout.

Morgan installs digital mirror

In the early October 2011, the French fashion brand Morgan (Morgan) was officially opened at the flagship store at 92 Champs Elysees street, Paris.

The shop, which is 550 square meters, is designed by Saguez&Partners company.

The store contains several digital signboards, including horizontal and vertical video wall, horizontal display screen and a digital dressing mirror.

This digital dressing mirror was developed by Nedap company in Holland.

Customers can take photos when trying on new clothes, so as to select the most suitable clothes for them.

If it is difficult to decide at a time, you can upload your email or text message or upload your photos to the Internet to ask your friends for advice.

Digital clothing mirror adopts advanced digital signage technology to bring customers the perfect shopping experience in the form of new digital.

In the future, the retail sector will be one of the main markets of digital signage. The upgrading of technology and the diversification of styles will provide multiple guarantees for the brand competitiveness of the retail sector.

New Bai Lun attracts people with Chinese elements.

In December 2011, the world-renowned sports brand New Balance (new hundred Lun) first released 574 classic Chinese retro shoes in Shanghai.

As the first pair of shoes made by the Chinese traditional Zodiac "dragon" as the design concept, the Dragon shoes series once again created the best inheritance of the 574 families to the extreme.

As the evergreen family of the new Bai Lun family, 574 has always been popular among people of all walks of life and design institutes.

The new dragon 574 dragon series is the concept of "dragon" in Chinese traditional culture. It combines the theme of the year of the zodiac for the first time, and brings the most timely gift to the fans at the dawn of the lunar new year.

The Chinese wind has become a popular element in the international fashion circle. Many brands are trying to use the "Chinese elements" to test the Chinese market. The most fundamental reason behind this is that China's consumption power has been enhanced, especially the purchasing power of foreign brands and luxury goods.

H&M parity brand temptation

In November 17, 2011, the series of cooperation between H&M and Versace was released synchronously in the world, setting off another luxury "parity temptation".

This time, unlike the previous single season cooperation series, the Versace and H&M marriage will remain until 2014 with a target sales of $700 million.

The Versace and H&M women's wear series includes 40 women's wear and 20 accessories.

The women's wear series will use leather, silk and other luxurious materials and rivets, zippers and metal materials, and design a series of high slit skirts, leather jackets, Bottomwear and jeans through colorful prints of Oriental style patterns, crazy animal designs, Miami palm designs and Greek style patterns.

Accessories include Lace heel boots, slippers and handbags.

The men's wear series includes 20 men's wear and 10 accessories.

Fine cut cashmere sweater, velvet jacket, rivet stitching leather jacket and leather trousers, crocodile skin pressed jeans and metal collar shirts, hats, belts, shoes, neckties, backpacks and other accessories.

The cooperation between H&M and high-end brands from Karl Lagerfeld to Lavin has triggered a sensation of queuing up every time.

At present, Versace is in need of this popularity effect to rally the image of young consumers, and cooperation with H&M is undoubtedly a free advertisement.