Light Extravagant Lightning Strikes White Collar Rational Consumption Of Luxury Goods

When the traditional luxury brand is still extravagant, the existing mainstream mainstream brands can not meet the dual requirements of quality and design. "

It came out in a logical way.

Brand positioning in the high-end, price ranging from several thousand yuan to 10000 yuan light luxury goods, is being touted by white-collar groups.

The gleam of logo on the top of the international line is probably the luxury of many women's hearts, but its shocking price has blocked many of the less ambitious pursuers.

Compared with tens of thousands of dollars or even tens of thousands of dollars of high-end luxury brands, the best choice is to switch to the embrace of niche designers, and become more and more customers who want to show their taste and do not want to afford expensive consumption.

In the past two years, there is no doubt that

For two years, ZARA, H&M, GAP, UNIQLO and C&A have been popular in the major retail stores.

However, after experiencing "crazy pursuit" of style and design, design plagiarism, cost reduction and quality deterioration make consumers and market obsessed with fast fashion more and more cool and return to reason.

The so-called fast fashion has become a pseudo fashion, too much flooding information, so that consumers can not afford to be unable to distinguish.

The pursuit of truly good design and quality of customers more and more, the theory of fish and bear's paw can not be achieved, to a certain extent, can represent the input output ratio and cost price theory, but when the traditional luxury brand is still extravagant, the existing mainstream fashion brands can not meet the dual requirements of quality and design, "light luxury" appears in a logical way.

Brand positioning in the high-end, price ranging from several thousand yuan to 10000 yuan light luxury goods, is being touted by white-collar groups.

What is light luxury?

The main meaning of light luxury goods is divided into two aspects, namely the original design of top designers and high quality fabric technology.

It is a relatively small consumer product, and will never become a street brand like a fast fashion brand.

Unlike luxury goods, light luxury brands may not focus too much on avant-garde design, but on the principle of quality first.

The most easily available light luxury goods on the market are the secondary lines set up by the first-line fashion brands, such as MiuMiu's PRADA and EmporioArmani's GiorgioArmani and MARCBYMARCJACOBS's MARC JACOBS, DKNY's DonnaKaran.

The common feature of these brands is that they both possess the "lineage" of the first line brand, that is, the style characteristics. They have great sense of design and uniqueness, but take into account the relatively young and changeable mentality of consumers. The most important thing is that the downward trend of their price grade can make more people afford to spend.

For example, the secondary line MCQ of British palace AlexanderMcQueen is often cheaper than the main line by nearly 40%.

To put it simply, light luxury refers to the concept of luxury goods that can be consumed by more people in the price category, and can also be called the concept of generalized luxury goods.

What is the price range of light luxury goods?

The biggest difference is that prices will not be as luxury as they can be. The luxury brand positioning is generally high-end, and ordinary petty bourgeoisie can consume.

Li Jihai, chairman and fashion industry research expert of Guangzhou Fashion Design Association, believes that if the price is limited to luxury goods, two thousand yuan to five thousand yuan is a set range.

For example, the price of Moonsa light luxury women's shoes is usually between 1000-5000.

In China, the main consumer groups of light luxury goods are widely distributed, from beginners to senior fans, from white-collar workers to gold collar workers. They have certain economic conditions and appreciation ability, and have a certain understanding of the fashion industry. The core of consumer motivation is guaranteed quality, the pursuit of high quality of life and the embodiment of social status and identity.

While ordinary white-collar users consume less luxury goods, they tend to reward themselves more often than they are busy.

But the average age will be even lower than those who specialize in high-end luxury goods.

According to the report of the World Luxury Association 2010-2011 China's luxury behavior psychology trend, the number of mainstream luxury goods consumers in China has reached 16% of the total population, about 200 million people.

These people live mainly in the first and second tier cities in China. Their monthly income ranges from 10 thousand yuan to 50 thousand yuan. The general trend of consumption behavior is clearer, but there are some intersections.

The distinction between light luxury goods and high-end luxury goods is no longer clear.

They will appreciate thousands of dollars of light luxury goods, and will not dispel their pursuit of sky jewellery and watches.

Therefore, these two groups exist together and have intersections.

Plus some of the most successful duplicate line brands, for example.

The significance of its secondary line has been less obvious. More often, it appears as an independent brand. From design and sales to the main line brand, it attracts consumers.

Light luxury brands become new favorite of department stores

In the face of the huge consumer market, domestic shopping centres or department stores can not stand still. Instead, they begin to look forward to the "light luxury" of this fat meat and try to get a slice of it.

And this influence can be seen in the fashion wholesale market with high sensitivity. In the the Mixc brand list of Chengdu's newest shopping center, which has just opened recently, none of the fast fashion brands has appeared. Instead, it has brought some well-known products such as AlexandreMcqueen, Super, Anteprima, DAKS, PAUL&SHARK and so on through the buyer's collection store.

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It is worth mentioning that the two brands of DAKS and PAUL&SHARK are the brands of Chengdu Meimei department store agents. Now they are the first to go out of the United States and the United States in Chengdu and choose the Mixc.

For the Mixc, it is also an endorsement for its ability to operate in the industry, market appeal and so on. In turn, the emergence of DAKS, PAUL&SHARK, a brand with high maturity and moderate price, has become a guarantee for the Mixc to attract new consumers quickly.

Yang Fan, the Promotion Director of Huarun business in Chengdu, has also recognized the concept of "light luxury". The goal of the Mixc is to provide services and supporting jobs for this growing consumer.

Zhao Yingming, deputy general manager of the Wangfujing department store in the Mixc, said that "light luxury" is a fashion category between luxury goods and ordinary consumer goods. First of all, it should meet the latest trend of popularity and have a more intimate price than luxury goods, which is a fashion category between luxury goods and ordinary consumer goods in Chengdu.

Zhao Yingming introduced the concept of "light luxury" in Chengdu Wangfujing department store since 2008. It is a department store in Chengdu that was concerned about this trend earlier.

Since then, Wangfujing has made a gradual adjustment to the brand of one store, and the introduction of brands such as BOSSorange and DKNYmen has brought a certain impetus to sales.

After the two shop was opened, this concept was carried out and brought a large number of representative international brands, many of which are unique brands. These brands have positive significance for the alienation competition of the two shops in Wangfujing.

"Since August, as the highlight of this year's pformation, a series of brand new brands will be introduced into Wangfujing store," according to Zhao Yingming, deputy general manager of Chengdu Wangfujing department store.

Although it is not convenient to disclose the specific brands in advance, it is claimed that these brands are the brand of "light luxury", and Chengdu's unique brand is the biggest selling point.

"After introducing new elements into the store through the introduction of international brands, these brands have made quite remarkable achievements in Chengdu, and many of them have even become National Sales Champions.

It is Chengdu's huge consumption potential for such a brand that also makes more brands desire and confidence to enter the Chengdu market.

The concept of light extravagance has just sprouting up in China, but it has long been popular in Japan, not only because the segmentation of Japanese consumer groups is clearer, but also more importantly, the scientific setup and layout of Japanese retail stores, so that the development of the industry has more space.

For example, SeeByChloe, a subsidiary line of CHLOE, can easily find an independent counter in many department stores in Shinjuku, Tokyo. When it comes to Hongkong, it only appears in Tsim Sha Tsui or the senior buyer's department store in central. Not only a few choices, but also a higher price, leading to the fact that its real audience can not benefit from it, and a lofty attitude also completely hurts the heart of the original designer.

The essence of light extravagance is to let consumers emphasize the consumption of first-class quality consumer goods at a lower price and less burden. However, when the domestic market has not yet fully opened up and is developing itself, our retail formats are accepting a new concept after a positive attitude. It is also true for the "light luxury" brand. If we can quickly sweep the market as fast as fashion winds, we can only wait quietly.