High Luxury Return To "Light Luxury" Brand Positioning "Pioneer"

In the 2014 autumn and winter fashion week in New York, luxury brands in the US Cox Chi Participated in and displayed the first series of works of its brand new creative director, Stuart Vevers. In addition, this is the first show of New York's fashion week. The head of the group sees its brand's first show in New York fashion week as "an important milestone in brand transformation" and will enhance the brand's reputation in the fashion world. I also believe that this is the brand's brand transformation milestone: abandoning the concept of luxury which has always been striving to create, and turning back to the embrace of "light luxury".

It is easy to see that coco has always wanted to make high-end luxury brands in China, even with Louis Weedon and other brands. Whether its direct stores are located next to the luxury brands, or are advertised alongside the front-line brands, or the prices of domestic products float near the first-line brands, various initiatives are showing the determination of the brand to make a first-line brand in the country. But this high-profile exhibition of fashion week in New York can be seen as a pioneer of the brand positioning change.

Four big Fashion Week Although they are all fashion events, they actually win the field: compared to the three fashion week of London, Paris and Milan, New York fashion week should be the most popular. What is most praised by the industry is the mature commercial mode of operation rather than the professional level of exhibitors. At the same time, due to its relatively mature commercial mode of operation, New York fashion week can make the brand get higher market attention than the other three, but these are not good for the traditional luxury brand that constantly advertised product quality instead of brand exposure.

At the same time, the number of exhibitors in this fashion week is detailed. Among them, DKNY, Tory Burch, Calvin Klein, Marc Jacobs, Ralph Lauren and so on are known as "light luxury" brands. But the traditional luxury brands such as Louis Vuitton, Dior, Chanel and so on are rarely seen here. New York fashion week is actually a "light luxury" world. If so, he chose New York fashion week as the first director of the brand creative director to show the brand return. Light luxury "Determination.

Why does coco make this brand strategy different from the past? It is not difficult to understand that it is only forced by the recent cold market sales.

According to its latest financial report, sales of the brand declined 6% in the fourth quarter of last year, the main reason for the decline was the weak performance in the North American market. This dismal data was only half a year away from the decision made by the group to replace the North American Group CEO because of its declining performance. It is not difficult to see that Cox has basically lost control of its headquarters in the North American market. The exposure of the fashion week in New York is a boost to its brand in North America.

In addition, Cox chose this time. New York Fashion Week The new products show that brands still want to win the favor of domestic consumers while striving for the North American market. The survey from Bain company shows that domestic consumers are changing from "flaunt" consumption to "cognitive consumption", and quality and low key words have become the criteria for domestic consumers to choose luxury goods. And the new logo is designed for no "logo". The overall style of the company has chosen a low-key style. These changes are all efforts made by the brand to cater for the domestic consumer preferences.

So, although Cox took the initiative to change this brand It is still unknown whether positioning and product style will drive the recovery of market sales. However, the change of arrogance in the past luxury group can be regarded as a positive representation of the development of the industry. At the same time, I believe that this kind of efforts that will be enjoyed by the market will not die without any consequences, and consumers will finally make decisions with action.