Handbag Wins The Luxury Brand'S "Stepping Stone"

Today, what is a label that recognizes a woman's taste and wealth? It's handbag. Her hand or carry, or carry, or back is just one. Leatherwear A handbag made of canvas or even nylon. This handbag has Logo, which is obviously or secretive. It doesn't matter what's inside. What's important is that through this handbag, you can penetrate this woman's temperament, class, economic status, and even her inner dream.

I had tea with my friends some time ago. Luxury goods Topic: this friend once did luxury online shopping, and he mentioned that the most expensive handbag on their website is Herm s Birkin. It happened that another friend who came on that day was a woman of the business elite. The sister sipped her coffee and said, "Birkin bags need to be customized. Can you make sure that the online sale is genuine?" and then the elder sister said, "most of my friends circle have Birkin bags, and they share with each other a lot, so I have a better understanding of this." At once, the gracefully and successful sister raised the audience in awe.

　 Handbag wins

Handbags and perfume are the "stepping stones" of luxury brands, probably starting in the 90s of last century. When working women in 80s realized that they needed a classic bag that they could carry with them to meet the function of the briefcase, luxury brands also realized their business opportunities. Chanel began to repush 2.55 packets of 30 - year history, and Herm e s revived the 80 - year - old Kelly package. As a Prada without a classic package, it is bold to innovate and launch anti luxury nylon bags.

The late 90s to the new century is the era of handbag wins. The global expansion of these luxury brands is no exaggeration. Prada's Nylon Backpack has been sold out of the imagination. Prada has become a household name and has created a new era with the opportunity of the bag: luxury brands from the emphasis on handicrafts to become a global enterprise facing the intermediate market. As a result, all luxury brands began to realize that handbags must have a popular handbag. Either a handbag or a die.

So when Tom Ford took over Gucci, he asked all models to carry a new Gucci bag. Obviously, Tom Ford realized that Gucci really made money by handbags, even though he designed them. clothes Not bad. Gucci was finally brought back from the brink of bankruptcy by the crazy sale of handbags, and capital expanded globally, and Fendi also rebuilt its image in the luxury sector because of the successful launch of "Law Club package".

In the days to come, the legend of handbags has been copied again and again, making it a magic weapon for luxury marketing. Handbags do not require size or wear. Women do not have to consider the size, age, or even the right or wrong. Handbags are different from perfume. Perfume is invisible and handbag is tangible; handbag Logo provides the opportunity to flaunt trademarks and openly declare their identity, which is also benefited from the marketing battle of IT packages and the spread of fashion media. Handbags are not just a handbag, but handbags are given too much content: handbags become the result of every woman's "must have" and become a luxury dream. Handbags are also "must have" for every luxury brand, because they are easier to create than perfume, and can bring up to 10 times profit for the brand. In every cutting-edge Designer When they join luxury brands, they will be told to "hurry up with a bag." So from Marc Jacobs's Stam handbag to Philip Lim's Pashli handbag, every designer looks forward to having a "big sale" package.

　 From LV to Herm s

From LV to Herm s, it represents the advancement of luxury handbags. Like fashion, for luxury handbags, there is a quality Pyramid: from custom-made to mass production. Herm s handbag insists on the core value of luxury: the best leather and Spin The products are hand sewn and made to meet the custom-made needs of customers. I have seen the production process of a part of Herm s handbag (pictured): This is a handle of a bag, with 6 leather handles and stitched with classic saddle stitches. The whole sewing process is completed on the workman's thigh. During her piercing and sewing process, her hands and her handle are kept vertical, and each needle is stitched down to ensure that it is smooth and firm. It takes about 4 hours to make such a handle.

For most people who buy luxury handbags today, they usually buy only a finished product. Besides the Logo and higher prices, their luxury essence has long been lost, and there is no difference from buying a Gap bag. The value of Herm s is that it still retains the tradition of luxury handicrafts and the intimate relationship with customers: from material selection to color, even suture stitching, to months or even years of waiting, a unique package has been made. It is the same idea that Herm s is generally considered the last luxury in the globalization of luxury goods.

　 Polar Chinese consumers

I used to have several female entrepreneur friends. In the past few years, all the trips they took were bags of LV or Gucci. Later, they gave their daughter's birthday gift to Chanel2.55. Now, they are more willing to carry a Birkin bag. {page_break}

There is no doubt that Chinese consumers are growing. Not long ago, Giorgio Armani said that the company now has a more concise and elegant skirt designed to replace the shirts and handbags with striking signs. "As time goes on, Chinese people now speak more about style, and what they want is elegance." Gucci also said it would put more bamboo handbags and tramway bags in Chinese stores, hoping that wealthy Chinese would be attracted to these low-key products. It is clear that luxury goods manufacturers are adjusting strategies to China, trying to attract richer Chinese consumers to pursue more sophisticated brands by producing more low-key products. For some mature Chinese consumers, they want to buy more than just entry level products.

On the other hand, the trend of Chinese consumers buying Shanzhai brand paper shopping bags is increasing, which makes people think they can afford luxuries. Search for "paper bags" on Taobao will result in dozens of search results, sometimes even more than 100 related brand names, from Chanel, Gucci, Louis Vuitton, Herm s, Prada to all paper bags. And a few days ago, the video of the bag burst out on the Internet. Some actress slept with her luxury handbag, and the result was 9 fake. It also presents the craziness in the process of the popularization of luxury goods. Handbag Crazy.