Luxury Brand Gucci Failed To Save Itself From "Logo" Test Failed

< p style= "text-align: center" > < img border= "0" align= "center" alt= "" src= "" /uploadimages/201312/11/20131211114438_sj.JPG "/" < > > "
< p > > a href= "http://sjfzxm.com/news/index_s.asp" > luxury brand < /a > has been in trouble for a long time in China. With the sharp numbers of the big groups showing the seriousness of the problem, all kinds of self help campaigns have started vigorously, but N months later, the luxury market has not been as warm as expected, but has exposed more problems. < /p >
< p > first, "a href=" http://sjfzxm.com/news/index_s.asp "go to Logo < /a > will be exhausted. This is the most lively movement in self-help movement, and it is also one of the highest hopes. At that time, many people thought that the luxury brand "go to Logo" was making a bow to the Chinese consumers, because the campaign was aimed at Chinese consumers' aesthetic fatigue, consumption concept upgrading and anti-corruption promotion of Logo. Many luxury magnates are also looking forward to this. They hope to do this and act quickly. Overnight, the label elements that represent brand identity have been abandoned. < /p >
< p > < < a href= > http://sjfzxm.com/news/index_s.asp > > Gucci > /a > to reduce production of "double G" Logo products. Secondly, < a href= "http://sjfzxm.com/news/index_s.asp" > > < > > announces that the logo pattern should be removed on nearly 80% of products. In the LV show of Paris fashion week, Marc Jacobs announced that the Monogram and Damier canvas series will not appear on the T stage. This sentence has pushed the "go Logo" campaign to a climax. Although the brand has denied the truth of the sentence, its movements have not slowed down, and the products without Logo have been seen in the eyes of consumers. < /p >
< p > although it is the same prescription, the effect is not the same. For example, the sales of Fendi in this quarter have increased significantly, up 20% over the same period. Gucci's Logo leather goods sales were also growing in double digits, with an increase of about 6%. And the Alma of < a href= "http://sjfzxm.com/news/index_s.asp" > LV < /a "also has a fire under the star effect of a href=" http://sjfzxm.com/news/index_s.asp "> Fan Ye /a >, but there is no concrete data. However, Celine has already suffered a lot. The new swing pack, flip bag and so on have not been sold as a smiling face bag. < /p >
Although P is a mixed blessing, according to the market reaction, it is easy to see that the contribution of "go Logo" should stop here. There are signs that consumers have rebounded. Because of the star effect and freshness, more and more consumers find that luxury goods without Logo are lacking in identification. Many 10 thousand yuan packages seem to have nothing to do with the $1000 package. At this time, consumers began to miss the big Logo that could show their identity. In the face of such an outcome, we can not blame others. We only blame those luxury brands who do not understand their customers' hearts, and are put together by Chinese consumers' little affectation. < /p >
< p > except for "go Logo", many brands choose to set up the secondary line of price to the people, and intend to stabilize or expand the market. This move is also a temporary solution to the problem, or even hurts the main line. For example, Prada and Miu Miu, although Miu Miu has been correcting itself is not a secondary line of Prada, but the two brands are becoming more and more similar, making this statement pale and ridiculous. Such a a href= "http://sjfzxm.com/news/index_s.asp" > Miu Miu < /a > does have more popularity, but a large part of it is a supporter of previous Prada. The result of putting the cart before the horse should also be smart enough for the luxury brand operators to be surprised. Dolce&Gabbana announced that it had closed the applause of the second line of D&G that was also called the same reason. < /p >
< p > > a href= "http://sjfzxm.com/news/index_s.asp" > Chanel < /a > is an example of successfully avoiding the cannibalism of the main and secondary lines, because Chanel has never launched any secondary lines, but is trying to consolidate the spiritual status of Coco Chanel, and deeply embedded such brand culture into the hearts of consumers. So, in the face of some shocks, Chanel is basically safe. In view of this, luxury brands still have to pinpoint their positioning, and do not imagine that everyone will become their own consumers, so that they can grasp all their consumers. < /p >
< p > the failure of these self rescue actions has proved that the objective reasons for the decline of performance are attributed to "aesthetic fatigue", "a href=" http://sjfzxm.com/news/index_s.asp "> fake commodities overflow /a >" anti-corruption "and so on, which are the wrong judgments made by luxury brands. Perhaps one day, Chinese consumers will be able to get through the luxury brand's after-sales service hotline without having to face the cynicism of some shopping guides. The market will start to recover after the bleak "a href=" http://sjfzxm.com/news/index_s.asp "luxury" /a. < /p >