The Transfer Of Brand Value And The Extension Of Women'S Consumption Psychology

The 2013 London International Fashion Week's Grand Theatre is a group of beautiful mothers showing the latest fashion of the children's series of luxury fashion brands with the tide boys on the T stage. These "loli Zhengtai" are dressed in Burberry (Burberry), Ralph Lauren (Ralph Lauren), Tommy Hilfiger (Tommy Hilfiger), Mark Jacob (Marc Jacobs) and other luxury brands, and run through the T platform, even more attractive than the real models.

Although the luxury industry has passed the "cooling" message this year, the high-end consumers in the world have not reduced their budgets to their children, which has led to more and more fashion brands starting to focus on children's clothing and children's products. In the high-end department stores in Beijing and Shanghai, luxury children's wear counters are very eye-catching. On the eve of the June 1 children's day, sales of luxury children's clothing also ushered in a small climax.

From the current luxury group earnings report, children's clothing only accounts for a small part of the group's income, but as "Liang Ma" spawned the economy of the tide child, the future luxury children's wear will have a more obvious growth.

　　 Psychological extension of women's consumption

For women, children are their own mini version. Women want to see their fashion taste extend on their children. Families are also the main battleground for women after marriage. Women want their taste to be interpreted in the details of their families, including children.

A pink cotton dress 1400 yuan, a small handbag to 2000 yuan, this is a reporter in Beijing Xinguang Tiandi children's clothing district to see the luxury price, but this is just a big brand of mid-range goods. In the Dior Kids store, a fashionable mother told reporters that she was willing to draw some of her "little princesses" from her "luxury fund". "Children love beauty, and they know that these brands look good on her," she said.

Nowadays luxury luxury consumption still occupies a large proportion in the second tier cities, and consumers' curiosity about luxury goods is not satisfied. Chinese women's love for luxury is more in their lives, so luxury goods are rapidly penetrating into women's consumers in various fields such as children's wear and home.

As we all know, children generally do not directly participate in the purchase of luxury goods, children's clothing consumption is actually an extension of the family members of the female consumption, so how to capture the tide mother's heart is a big card to consider the direct problem.

The catalyst that really brings fashion into children's clothing is the mass media. When Charles - James built the first luxury children's wear line, it was the age when television and radio entered the American life. All mothers wanted to dress their daughter as Xiu Lan Dun Boer, a Sailor Costume she wore in the movie, which became fashionable costumes for children's clothing in Europe and America.

In view of this consumption psychology, the major brands will choose the celebrity's children to speak with others when they are looking for advertising spokesmen. 2011 Gucci spokesperson for spring and summer children's clothing is the Latin beauty Jennifer Lopez who has been red in Hollywood for many years, and her 2 year old dragon and Phoenix fetus Max and Emme. After birth, the body became a little hot.

In the BURBERRY 2013 spring and summer advertising blockbuster, Beckham Beckham, the youngest fashion icon in Britain, was invited to play the leading role in Romeo Beckham (Romeo). The star baby, once rated as "the most fashionable man in Britain", is irresistible, wearing BURBERRY windbreaker, umbrella with his hands, black suit trousers and leather. shoes Just like a diminished version of BURBERRY style British gentleman.

"For women, children are their own mini version. Women want to see their fashion taste extend on their children, and families are also the main battleground for married women. Women want their taste to be interpreted in the details of their families, including children. It also contains a huge market that has not yet been developed. The unique role of women as wives and mothers in the family requires that big brands dare not take lightly on the products of men, babies and furniture, and compete for the high consumption women who can attract quality. Liu Rong, director of MediaCT research in Greater China, told reporters.

　　 Transfer of brand value

Even for babies who are accustomed to luxury consumption, even though babies can't walk catwalk, they let their children climb to the top of the atmosphere.

It is no longer a matter of time for luxury goods owners to turn their attention to children.

Luxury brand Dior (Dior) was launched in 1967 by the then design director Mark Bohan (Marc Bohan), pushing the Dior Baby to the Boulevard of Montaigne Boulevard, France. Other brands are also not to be outdone, almost instantly, from Gucci (Gucci) to Burberry, from Fendi (Fendi) to Paul Smith (Paul Smith), the US brand DKNY, the French brand Chloe and Lanvin, and so on. clothing The brand not only opened the children's wear license, but also kept expanding its children's clothing shop for a moment. These luxury brands originally had enough stores and strong consumer markets, so they were very familiar with the promotion of children's clothing.

A survey of children's luxury goods jointly conducted by Gu Teng Consulting Co., Ltd. and albatross Business Consulting Co., Ltd. shows that over 900 of the 60% consumers surveyed in China spend more than 3000 yuan a month to buy children's luxury goods.

Such cards as BURBERRY Children, Gucci Kid, Baby Dior, Little Ella Moss and Armani Junior are highly recognized in the international luxury children's wear market. Chinese consumers tend to buy their favorite brand when buying for their children.

Reporters found that in Beijing Xinguang world, luxury children's clothing sales channels are not in a flagship store, but other large brands in the Department Store children's clothing area, such a situation also occurred in Shanghai High Island House department store. Gucci said that these flagship stores did not specifically design children's clothing area on the scale, and children's clothing only started to enter China in recent years. Therefore, they did not enter the shop to display, but put together with other brands in the children's clothing area of high-end department stores, but because of the large scale polymerization, and in the children's space, they had a good sense of identity, but they achieved good sales results.

In addition, Gucci said it would consider setting up special children's display areas in landmark stores in big cities in the future. And it will also be promoted by Pop-up store (guerrilla store) in various forms. In recent years, the concept of temporary store is to set a time limit for oneself, to find an unexpected place as a temporary sales point, such as LV, Wakubo Tose and many other fashion brands have tried.

In addition, unlike adult clothing, children's clothing covers a wide age range (0~14 years), which is not only attractive in design, but also has more products. Large to windbreaker, small to socks, head flower, all have different colors, different fabrics, different materials to choose from, product line is very rich. Dior children's clothing is like a mini all fashion empire, designed for children born to 12 years old, from children's shoes to baby bottles, from dolls to gift boxes, from skirts to accessories, you can imagine all kinds of children's clothing and accessories.

In the children's clothing products for 0~36 months baby products become the key to brand value penetration. Whether it is a baby bib printed with the word "My First", or a baby crawling suit with the slogan "My First Gucci", it firmly hid the heart of the first female parent.

"Who does not have the first memory of childhood, the first pencil box, the first Bobbi, then the high fashion from the beginning of what stage of life to be satisfied? For the tide mother who is accustomed to luxury consumption, even if the baby can't walk the cat walk, but she let the child climb to the high end of the atmosphere." Jilin, CO creative director of CBS group Onlylady net, boudoir, told reporters that "when luxury starts from baby, marketing from the beginning of life means extending family loyalty to the brand, and the brand value extends from adults to children in this process."

In the newly released BURBERRY annual performance bulletin, as of March 2013, the sales volume of children's clothing and other categories reached 72 million 600 thousand pounds, an increase of 9% compared to last year's growth rate, higher than that of women's clothing and accessories in the same period.

　　 Heavy show and more sense of quality

Most of our customers are young parents. They are Gucci and other luxury brands, and have strong brand awareness.

A Dior red children's down jacket is priced at 4480 yuan, and a Burberry girl's leather Trench coat is asking for 7810 yuan. clothes The price is even more expensive than the clothes of adults. In contrast, the price of domestic brand children's clothing is much cheaper, but most of them are more than 100 yuan. High margin, big market and competitive pattern have not yet been set up, which is an important reason to attract many enterprises into the children's wear market.

Although the high priced children's clothes are amazing, many of the top priced children's clothing businesses say they don't want to sell their clothes at all. A lot of Chao Ma said in the interview that the highest price is because the quality is guaranteed, and in the scope of ability allows, "as far as possible to buy the best clothes for the baby".

"60% is the average gross margin level of the industry, and the gross margin of some international children's wear brands authorized to operate is 200%, or even 300%. Luxury children's clothing is a high premium industry. However, it is also facing the competition of similar high-end brands and the impact of fast fashion brands. Therefore, the luxury industry still needs to feel and experience cards to retain users for a long time. Yang Qingshan, a luxury research expert, told reporters.

"Our customers are mostly young parents. They are first Gucci and other luxury brands, and have strong brand awareness." Gucci replied to reporters. And the head of Gucci kids store in Xinguang Tiandi said that although children wear less materials, the cost of production is even higher. Because children's skin is tender, fabrics are generally natural silk, cotton, wool, hemp and so on. Secondly, children's clothing production is much more processed, because children's clothing area is small, the process requirements are higher.

As a matter of fact, apart from the brand name of Chao Ma, children care more about their health. In this regard, Gucci2013 spring and summer children's clothing catalog also focuses on this: the softness, extensibility and convenience of infant clothing activities, the use of sunshine style and rich color and material materials, while the luxury group EPI's Bonpoint, a luxury children's clothing brand, its baby skin care products are mainly natural ingredients. Besides the Middle East Royal family, Madonna, Celion Dion and other dignitaries become their guests, they also become their publicity gimmicks.

It is understood that children's clothing production standards higher than adults, such as cloth The formaldehyde content and Ph value need to be tested strictly. The brand will conduct market research and analysis before listing and price tag, but parents' affection for children is also a factor that can not be ignored in children's clothing pricing.