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There Is A Clear Distinction Between Luxury Brand Product Lines And Public Awareness.

2013/6/7 15:00:00 38

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since 1981, Giorgio Armani first put forward the concept of extended sub line and launched Emporio Armani. Many luxury brands have followed suit.

Nowadays, there are six or seven product lines in a luxury brand that are more normal. Even more, there are as many as a dozen product lines covering glasses, underwear, socks, swimsuits and other products.

no matter whether the vertical extension of different price positions in the same category or the horizontal extension between different categories, the benefits of product line expansion to luxury brands are self-evident.

He Bin, director of Kiton China, said in an interview with reporters: "with the influence of existing brands to develop more consumer groups is the benefits of product line extension."

but not all luxury brand product line extensions can be very successful. If there is not a good plan before launching the market, luxury brands will be faced with the problem of reshaping product lines. This will not only bring trouble to consumers, but also affect the image of brands in the minds of consumers. After all, the reason for remodeling is easily associated with poor market reaction.

product line should have obvious difference

Hugo Bos (HUGO BOSS), who has just finished the Shanghai fashion show, will focus on women's clothing in the future. Its traditional dominant business men's clothing will also complete the integration of product lines in the autumn of 2013.

This means that the BOSS Black series and the most high-end BOSS Selection series of the elite in the past will no longer exist independently, but will be integrated into the BOSS series.

"P" is unique. Not long ago, Calvin Klein also launched the product line remodeling plan.

Among them, Calvin Klein Collection is still the most high-end brand, but the CK Calvin Klein, which originally positioned the advanced garments, will be renamed Calvin Klein platinum label (Bai Jinbiao). It is positioned as "Calvin", "low" and "low" sports, "clothing" and "accessories". Besides, the Klein brand will include the original brand of the two brand combinations.

"the final goal of product line remodeling is nothing more than two. First, for a more accurate brand image, second is conducive to sales."

Rhodes, a senior vice president of public relations and general manager of Shanghai, provides consulting services for many first-rate luxury brands.

Hugo Bos Lahrs, global chairman and chief executive officer of P group, said in an interview with this newspaper that after the product line is remodeled, it can convey more clearly branding strategies to consumers. The integration of the most advanced BOSS Selection into the BOSS series will enable the new product line to have an overall improvement. This is also the inevitable evolution of development. "Claus-Dietrich"

He Bin P also saw this trend. In the face of great competition, to maintain its own profits, the brand must be promoted to a higher level.

The different product lines with a slight overlap of the original target customers will undoubtedly lead to the positioning of the customers of the high-end product line and the digestion of a low end product line.

In order to maintain the main line brand, Italy luxury brand Dolce&Gabbana had to shut down the sub line D&G product line's decision is also based on this reason.

Gao Ming reminded: "no matter how much the product line is, the most important thing is to have a clear distinction between each other and give full play to their respective advantages so as to cover more consumers. If the positioning is slightly overlapped, they will be unfavourable to the development of the brand."

public popularity is the foundation .

besides planning, luxury brands should consider the opportunity to extend the product line, and cannot start rashly because of the trend of competitors in the market.

At the moment when men's luxury brands have developed at least one sub line, He Bin's Kiton has not yet introduced the sub line which has gradually developed abroad in the Chinese market.

The sub line product of Kiton is aimed at the demand of younger and fashionable people. This is obviously separated from the mainstream consumer group whose age is about 40 years old. The price is 30% cheaper than that of the mainstream suit 68 thousand yuan.

"The development of sub line is to expand the consideration of more consumer groups, on the one hand, does not affect the original brand positioning, on the other hand, on the basis of brand influence development of secondary line."

He Bin admits.

but Kiton is most worried about whether the extension sub line will have a bad effect on mainline customers. So in foreign markets, Kiton rarely displays and sells sub line products in its own brand stores, and sells them by multi brand stores.

"Fear of affecting the perception of the original customers" is He Bin's biggest concern.

in the Chinese market, He Bin believes that the opportunity to extend the sub line products is not yet available.

When is a good time? He Bin's answer is: "when the main line brand has a certain popularity in the mass consumer, then the secondary line can be launched, but Kiton is still well known among the more high-end consumers, and the popularity of the public is not high enough.

Only when the masses of consumers understand this brand, sink the development of sub line product lines and complement each other to have a future.

on the other hand, Kiton also needs to enrich the sub line product line to support independent stores, because in its view, the more feasible way to introduce secondary line to the Chinese market is to set up an independent sub line brand store.