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Chanel'S Rise In Luxury Prices Triggered Rush Ahead

2014/5/4 8:15:00 57

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for many luxury goods collectives, some experts say that in addition to the familiar cost theory, it is an important reason to raise the price to ensure brand image and value.

< < a href= > http://sjfzxm.com/news/index_h.asp > > the trend of slow growth of luxury brand performance, the "/a > irregular pricing strategy began to be used frequently.

Reporters recently learned that, from April 21st, Cartire (Cartier) will raise its price by 6%-10%.

In the middle of this month, Chanel (Chanel) raised the price of some classic products by 300-450 euros, and Salvatore Ferragamo also raised about 400 yuan for some products.

for many luxury goods collectives, some experts say that in addition to the familiar cost theory, it is an important reason to raise the price to ensure brand image and value.

Facts have proved that high prices will not only hinder sales, but will stimulate consumers' desire to buy.

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earlier, the news of Chanel's big price rises was the show network.

According to the relevant person in charge of its public relations department, "the inside of the show network was informed by European suppliers. Since April 14th, Chanel Classic Flap series medium and large have risen 450 euros, the 2.25 series has risen 450 euros per size, and the Le BOY series has risen 300 euros.

Some products increased by 15%.

it is revealed that Ferragamo is also reported in the same period, and some commodities are said to be raised by an average price of RMB 400 yuan.

And from April 21st, Cartire will also raise its price by 6%-10%.

the responsible person is not surprised at the frequent price hikes of luxury goods.

She gave an example, "an American blogger wrote that she bought a Classic Flap for $2650 in 2010, and the package increased by $345 a month later.

Two years later, in 2012, the price of her bag had changed to $4900.

Why does the price of Chanel only rise or fall? Fashion bloggers analyze that the prices of manpower, material resources and rare leather are all rising, and the price of products will certainly rise as well.

Of course, there is another more important reason: Chanel is going to raise prices! Consumers are getting richer and richer. If everyone can buy, Chanel is not expensive.

In order to ensure brand image and value, luxury brands regularly raise their prices.

media reports indicate that the US labor department statistics show that the price of luxury goods has risen by 60% over the past ten years.

The main reasons for the price increase include: ensuring the profit and raw materials and other comprehensive costs during the season discount, and increasing the upstart class.

affected by the news of price increase, many products have been panic buying.

The head of the public relations department of the show network told reporters that the company first launched the Chanel store on the first time. By April 14th, only a two day period, Classic Flap series of products had been sold out.

The sales volume of the website doubled over the weekend.

reporter has learned that some online stores specializing in luxury goods have also posted the "price increase" information in a prominent position to encourage consumers to buy before the price rises.

< a > href= > http://sjfzxm.com/news/index_c.asp > > Chanel says the price rises too fast because of the cost > /a > /strong > /p >

for the luxury luxury brand's centralized price raising behavior, the reporter interviewed the responsible person of the relevant brand's public relations department. At the time of the press release, only Chanel sent a reply.

"P >" like all major luxury brands, we will adjust prices periodically according to the changes in products, production costs, raw material prices and exchange rate fluctuations.

All these factors and the specific economic environment of different markets will be taken into consideration in price adjustment.

Chanel has never raised its price since the beginning of 2012, that is, it has not increased the price for more than 2 years.

The head of the PR Department of Chanel China said.

, she also said that the price adjustment is only for Chanel classic package: timeless classic handbag (Timeless Classic) and 2.55 handbags.

The price adjustment is not only in the Chinese market, but in the global market, and has been adjusted correspondingly according to the specific economic environment of different markets.

"P" for the price increase, the person in charge said that it is mainly from two factors.

"First of all, the cost of production and the price of raw materials have increased substantially in recent years. We must adjust the price regularly.

For example, since 2010, the price of raw materials has increased by 133%, while the price of calf has increased by more than 60%. "

she also said that the classic package is a symbol of Chanel brand value.

The classic package in Chanel's leather products is equivalent to the classic coat in Chanel's advanced garments, which is the representative of the ultimate craft.

The production of each classic package requires more than 180 processes, and is the crystallization of outstanding professional skills and handicrafts.

"All this is cost effective and will definitely be reflected in the price.

The new leather craftsman who joined Chanel has to go through 6 to 12 months of training before he formally participates in the production of classic bags.

for Ferragamo's related price increase, Ferragamo's responsible person said it was not convenient to make an evaluation.

As of press release, Cartire's relevant responsible person has not yet responded.

experts say that the irregular price adjustment becomes law .

for a number of luxury goods at the same time to raise prices at the same time, Xiu Qing network senior vice president Mou Qing told reporters in Nanfang Daily, "this is the characteristics of the luxury industry circle, just like luxury brands like to get together and enter the same new mall."

Members of the world's major luxury associations usually communicate in advance.

In addition, the annual price increase of luxury goods is already established.

its analysis shows that luxury is mainly due to the scarcity of craftsmen and raw materials, coupled with its strict control over quality, resulting in instability and even decline in output. However, market demand has been growing, especially in Asia and China, which has aggravated the contradiction between supply and demand.

Other political and social factors are secondary.

insiders pointed out that the rising price of luxury brands based on the change of the euro exchange rate is the rule of its own. It is the opportunity for luxury brands to adjust prices before new products and new products fall and winter.

An interview with Michel Gutsats, director of MBA and EMBA at Marseille School of Commerce, France, also said that such prices usually happen 2-3 times a year.

price is a double-edged sword. Especially in recent years, when the growth rate of luxury goods is slowing down, whether the action of raising the price of luxury brands will jeopardize the market share of the brand? Mou said that the growth of the luxury market is not based on the low price. As mentioned above, the brand can not get enough support from craftsmen and raw materials. If we expand the production capacity by lowering the standards, it is a vicious circle. In the long run, we can only let the luxury brands depreciate. We believe that the brand owners have more persistence and belief in brand value.

"adhering to quality and maintaining the gold content of brand value will be able to pry up growth again after the abnormal consumption of the market is reversed.

Regardless of any country, looking back on history, the psychology of consuming luxury goods can be divided into three stages. The primary stage is a sign of showing off, and then a real feeling of the difference of the real thing. Finally, it goes beyond the real object and integrates its value into the way of life.

Xue Shengwen, a senior research fellow of CIC consultant, said in a media interview that as a luxury item, price is undoubtedly one of its more important forms of expression. Therefore, luxury goods need constant price adjustment to maintain brand positioning and image. P

Based on this, annual price adjustment has become a rule.

Although the Asian luxury market led by China is relatively low, it is not due to the excessive price of the terminal.

In the luxury sales market, high prices will not hinder sales, but will stimulate consumers' desire to buy and sell.

the price of luxury goods keeps rising, which also makes the market "buy luxury goods value" become popular again.

However, experts say that many luxuries are mass production, which greatly reduces the specificity and scarcity of luxury goods in the past. Therefore, hedging is not true for luxury products with large scale production and sales.

However, a very small number of antique luxury goods still have certain value added value.