What Makes Consumers Willing To Pay For Luxury Goods?

2012 autumn and winter Fashion Week Just concluded, in the latest fashion show of many international luxury brands, the use of materials has been brilliant, becoming the biggest highlight of all T platforms. In the latest fashion show of Marc Jacobs, the transparent silk fabric material is less mysterious and enchanting than before. Instead, it has a bright and clear color in the future. Lace has also become the favorite material of fashion masters. No matter color, flower type and style, designers have given lace the greatest innovation. Instead of adding two layers of lace, the lace can achieve the effect of 1+1>2. MiuMiu is to add different colors of lace to reflect the different sense of hierarchy.

Color is also an important aspect of material, and the ice cream of various colors is the latest. fashion Color. From the bright color of high saturation to the soft ice cream like dessert, the color is no longer so aggressive and fresh, sweet and sweet. Such color and yarn satin Texture of material Combined with lace, the international luxury brands are no longer so remote and more visually comfortable.

The popularity of tulle and lace and the popularity of ice-cream have set off a new round of fashion trend. It has also made the international big consumers have a completely different understanding of luxury clothing and has led to new consumer groups. Isabel Cavill, senior retail analyst at Planet Retail, said: "the overall trend of the luxury industry is upward, and there are enough fans in the US market and other emerging markets like China." Brett Anderson, chief editor and senior vice president of the Luo Bo report, also said that the Luo Bo report believes that the high-end clothing market will perform well in 2012. "This is reflected in our editorial plan. In 2012, we have a special introduction to the fashion trend of high-end clothing, with emphasis on the color and texture of the material."

Looking at the world, the number of Chinese consumers with disposable income has been increasing. High income groups pay more attention to the quality of fashion, simply speaking, the quality of clothing materials.

Boris Planer, research director of Planet Retail, said that we should pay special attention to the United States and China. Consumer The definition of "high income" is different so as to better understand the current situation of high-end clothing consumption. "This shows that fashion designers and retailers in emerging Asia and Latin America will continue to expand their markets for different cities, not the whole country."

"More than half of Chinese consumers' luxury consumption occurs overseas." Secrow said and pointed out that there is still room for growth in consumer clothing consumption in China. "Chinese consumers spend a lot of money on cosmetics and accessories, so they spend much less on clothing consumption, both overseas and China." Serow continues to say that Bain expects the Chinese luxury apparel market to grow at 20%~30% in the next two or three years. "There is room for considerable development in the clothing market. It accounts for only 14% of China's luxury consumption, much less than 25% of other countries. Brazil is an example. Although luxury consumption has reached 23 billion euros in 2011, its growth rate is still very fast, and clothing consumption accounts for only 6% of its total consumption of luxury goods.

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The high income group is more keen on the sophisticated. Texture of material

The Wall Street Times reported that PPR SA, the parent company of Gucci (micro-blog), plans to open 110 shops this year, half of them in Asia and the other half in other places. Meanwhile, Saint Laurent and Paris are planning to open a new flagship store in Paris, which plans to open four branches in Brazil.

The Cotton Corp lifestyle survey found that for the luxury consumers in the United States, the following factors are important for buying clothes: fabric quality (94%), wear resistance (90%), and highlight fashion and style (86%). Serow mentioned that luxury clothing accounted for 20% of the total consumption of luxury goods. Consumers prefer to buy a garment that can be worn all the time, rather than several fashionable but outdated clothes. Carvill agrees. "Consumers tend to buy high added value and clothing that can withstand the test of time, so the material of the western style jacket will become the main selling product this year."

Brand is always important to consumers, Anderson said, but for the wealthiest Americans, quality is the most important factor in deciding whether to buy or not. "They seldom consider the trend of fashion, they think they are the founder of fashion. Classic styles, exquisite fabrics and wearability are the main factors that they consider when buying luxury clothes. This is why some brands, such as Kiton, Hermes, Louis Vuitton (micro-blog) or Ermenegildo Zegna, have many commonalities. They all pay attention to tailoring, high-quality fabrics and lasting beauty.

The Cotton Corp lifestyle survey and global lifestyle survey found that 81% of the US high income consumers and 79% of China's high-income consumers prefer to buy cotton or cotton blended clothing. In addition, 82% of the US high-income consumers and 74% of China's high-income consumer groups say that cotton and cotton blended clothing are most consistent with today's fashion trends.

If Luxury goods There is still something wrong with the market, that is, it has not attracted a large number of wealthy middle class. They have high incomes but do not spend much in the luxury market. Anderson said: "in 2009, because of the weakness of the US economy, the middle class almost left the luxury market, and now they are gradually returning. If the economy recovers again, we can expect the rapid return of these consumers. However, no matter how the economy fluctuates, those super high income consumers are still buying luxury goods.