Male Market Rises Rapidly

In recent years,

The market "he" is different from the usual active, men's demand for high-end brands is already far higher than that of women.

In the 2011 Research Report of Bain Consulting's luxury goods market in 2011, male luxury goods now occupy 50% of the total luxury goods market, up 2% compared with two years ago.

The cars and watches that were originally designed for men, needless to say, have become more popular in women's preferred clothing and luggage accessories.

Even in the mature luxury market in Europe and America, the sales of high-end men's clothing increased by 2 times over the past 5 years.

Men have become more and more fashionable. They care more about their appearance and dress better.

The World Luxury Association's blue book on world luxury report released last year shows that over the past 5 years, the growth rate of men's high-end products has exceeded women in all categories.

As for the fast growing market of men's luxury goods, all brands have broken in. Many luxury brands such as GUCCI, LV and even Hermes have begun to pay more attention and devotion to men, expand men's product lines, and even set up men's product stores.

。

Rise of male market

The slowdown in the global economy this year is not good news for many luxury brands.

In the second quarter earnings report of Burberry, retail sales increased by 1%, slowing 5% compared with the first quarter, while LVMH group began to slow down sales growth from the first quarter of this year. When Burberry shares fell 7%, LVMH and CFR also suffered from varying degrees of share price declines.

However, in the study of fashion trend prediction agency LS:N Global, "women's perceptual consumption habits decide that they are more vulnerable to the economic crisis, while the male market consumption performance is more rational and stable, and the market potential is still very large."

Therefore, some luxury brands have adjusted product lines one after another to compete for the layout of the male market.

Coach has been insisting on "light luxury" positioning in the luxury market. Although it started from the men's accessories brand 71 years ago, sales have been dominated by women since the development of women's market in 1960s. Until 1990s, sales of Coach men's products still accounted for only 25% of total sales.

In the Chinese market, Coach has only 16% brand awareness among men. This is the view of Jonathan Seliger, President and CEO of Coach, "men are a huge market opportunity for Coach".

Therefore, since 2010, Coach has begun to rebuild the male market, focusing on the development of men's handbags and accessories products in the US and global markets, and first opening men's product stores in North America, and the independent concept store for men's products has just arrived in Shanghai in October.

Hermes, who is located on the top of luxury brand Pyramid, will never change its rules and pace easily. But men can't make Hermes look at it again.

In 2010, Hermes opened the world's first men's boutique "Hermes MAN New York flagship store" on Madison Avenue, New York, aiming at the taste and clothing characteristics of men, and designed the shop as a traditional tailor shop style and provided customized services.

Although it may be the only Hermes store in the world in recent years, this store has shown the overall potential of the male market.

In fiscal year 2011, Hermes men's clothing sales totaled 2 billion 840 million euros, accounting for Hermes of total sales 1/3, in October of this year, Hermes Man

Robert Chavez, chairman and chief executive officer of Hermes Paris company, could not help expressing the unexpected increase in the sale of customers.

In the era of the new arrival of the luxury market, some people have chosen to adjust their routes and rearrange their portfolios internally, and some of them will expand their capital to cope with the fast-growing group of men.

As predicted by De Montgolfier, director of consumer products at Bain consulting EMEA (Europe, Africa and Middle East) last year, "men's clothing market is about to usher in a wave of corporate acquisitions, especially in the field of apparel accessories".

Consumption in "he" era

For a long time, men and women always have different luxury consumption motives and consumer behavior. After experiencing the strong and weak pformation of the sexes, the characteristics of the luxury consumption era of the luxury goods market are becoming clearer.

In the World Luxury Association's "luxury behavior psychology trend report", there is a study of luxury consumption motivation, which is different from women's satisfaction with sensual enjoyment and emotional experience. In luxury male consumers, the quality satisfaction and identity form of luxury goods are the most important attraction.

In the choice of the brand, women may be more easily moved by gorgeous advertising, but men are more rational and planned for luxury goods. They are more likely to pursue the quality of the goods and the sense of brand, and are more accustomed to the service of the experts. Therefore, most men have higher brand loyalty than women.

Perhaps, like Tancr De De Lalun, director of marketing at Paris spring department store, "women are consumed by feeling, while men are driven by skills and technology".

Luxury brands want to capture more elite men's hearts and naturally meet the needs and tastes of men. Therefore, professional quality is the key to each brand to occupy the male market.

The high-end designer brand, which has always been on the top of the quality, is also well versed in this way. From product to sales, quality is the selling point, and brand history and high-end production characteristics are highly integrated.

In the introduction of Jonathan Seliger, "Coach will still adhere to the annual customer survey of $5 million per year, and even visit the male customers' home to find out what and what they need in their wardrobe". Coach's brand promotion for male consumers also emphasizes the functionality of their lives and emphasizes their workmanship and quality.

Professional tailored and tailored services are naturally more attractive to male consumers. France's 100 year old customized shoe store Berluti has been incorporated into LVMH as early as 1993. It has been expanding around the world for several years to provide top-level leather shoes customized services for elite men of all countries. LV's acquisition of Arnys for men's custom shop is not just for expansion.

Since its establishment in 1933, Arnys has rarely appeared in fashion media, but its highly sophisticated French tailored menswear has always been popular among celebrities and industrialists. Picasso and Hemingway have been loyal customers.

LV also wants to use Arnys's exquisite customization technology to expand its wings for its brand Berluti, so that Berluti can enter the wardrobe from the shoe cabinet and attract elite men with high-end customization technology.

However, the attention to quality can not change the masculine mode of shopping and consumption behavior. Women can linger around the shop all afternoon, but this is unthinkable for men.

In its consumer research, Coach found that "men usually do their homework before shopping, enter the store with a strong purpose, and then buy and leave directly."

To cater for those men who do not like shopping, brand new brand stores are consistent with the brand's overall style while taking into account the feelings of men.

Hermes will decorate the only men's product shop as a traditional tailor's shop style, with its russet sandstone appearance, its interior tone, and its special box providing tailored service. It's more like a gentlemen's club.

Nevertheless, in the study of LS:N Global, men spend much less time shopping than women, but they usually bring higher luxury consumption.

In the sales data of Beijing Pacific department store last year, the proportion of men's shopping is 30%, they appear at a low frequency, but on average, the price per customer is 2-3 times higher than that of female consumers.

As a result, the luxury market has also undergone a pformation, male tone gradually emerged.