Interpretation Of Luxury Business Strategy

Social platform Instagram The first advertisement appeared in the information flow of some American users. The ad comes from the brand new watch series of the American fashion brand Michael Kors, but many users tagging it with "#cartier (Cartire)" in the comments, showing that Michael Kors has a high ability to imitate. At the time of the deadline, 14 hours after the publication of Michael Kors, the advertisement had won 213352 "likes" and 1600 comments, with negative or even coarse remarks.

In addition to Michael Kors, Burberry Boboli and Levi "s" Levis Adidas, Adidas and Macy, "s Messi stores" and other fashion related brands will try to advertise in Instagram. Other advertisers include car brand Lexus Lexus, international hotel group Starwood Starwood, ice-cream brand Ben & Jerry s, GE General Electric and Paypal. These brands originally opened accounts at Instagram. Brands always want to publicize themselves in various ways, as long as people are concerned about them. With the growing influence of the Internet on life, all kinds of new promotion methods derived from the Internet have become the new favorite of luxury brands.

　　 It turned out to be a family.

For example, the world's first luxury group LVMH includes more than 50 famous international brands, including Louis Weedon, Rowe, Si Lin, KENZO, Mark, James, Fendi, Donna Karen, Yu Bao table and Heuer Watch. Moreover, in recent years, LVMH has continued to absorb other brands with its strong economic strength, thus making this super luxury luxuries Empire grow stronger and stronger.

Famous Spanish High street brand ZARA has developed from a small clothing store to today's Inditex holding group, including ZARA, and Pull&Bear, MassimoDutti, Bershka and Stradivarius. Inditex group's creativity, high quality design and rapid response to market demand are the key to their success. Products that seem to have nothing to do with are all people who collect money behind them. Such a result will only make consumers buy and buy, and finally find that the money is put in the pockets of the small number of people.

　　 Adjust measures to local conditions is the king's way.

Recently, Italy brand Liu Jo has announced its cooperation with Huarun Shanghai holding Huarun Limited century Huarun Home Textile Co., Ltd.. The two sides will focus on the expansion of Liu Jo brand in China, and Liu Jo will add 100 new stores in China in the next five years. In addition to Liu Jo Shanghai Huarun century home textile Co., Ltd. also has Chinese international brands such as Calvin Klein, Alfred Dunhill, Kenzo and Givenchy in China. This is undoubtedly a wise way. As a foreign brand, if there is a partner who understands the consumption situation of China and has rich experience, it will definitely play a great role in promoting the operation of the brand in the future.

　　 "Mother daughter joint shopping" trend

A teacher's mother and her daughter born in the millennium are two people going shopping together every two months, which was unthinkable in the last generation.

Many luxury brands now own their own sub line brands. The design of these sub line brands is more youthful and the price will be more close to the people in order to meet the consumer demand and ability of young consumers. For example, Marc By Marc Jacobs is the secondary brand of Marc Jacobs.

Michael Kors, an American designer, said in an interview that the problem of "robbing clothes" will emerge between mothers and daughters. Now young women are more willing to "inherit" their mother's fashion taste than ever before. To this end, Michael Kors and Kate Spade are promoting the younger style to seize the trend and promote sales.

Jennifer Black, founder of Jennifer Black & Associates, said Nordstrom Inc. (NYSEY:JWN), a department store, has been increasingly patronized by female and female shopper lovers since the introduction of a cheaper modern clothing layer. Fifth and Pacific Cos. (Black) launched its parity brand in the early March.

Jennifer Black, founder of Jennifer Black & Associates, a retail research firm, said that "mother daughter shopping" promoted sales greatly. She said, "mothers want to spend their money on their daughters, while daughters want their mothers to keep up with the trend."