Armani Group Began To Make Fast Fashion In The Face Of Rational Consumption.

< p > Italy's most famous "a href=" http://www.91se91.com "luxury" /a group Armani group announces that it wants to enter the fast fashion field. Although A|X Armani Exchange has broad consensus as the low-end brand of Giorgio Armani, it still makes the industry stare.

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< p > as early as Burberry entered Tmall, some netizens lamented that the luxury industry had been displeased with sales.

Armani, who blatantly wants to learn Zara and H&M, is desperate for many luxury goods fans. After all, their French counterparts Louis Vuitton and Hermes have long been known as high-end strategies.

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Less than P, this contradictory attitude is also reflected in many brands.

Armani group's middle and low end strategy was led by Livio Proli, general manager of the group, while John Hooks, the former vice chairman of the group, admitted publicly that she was dissatisfied with the strategy in an interview in 2012. In 2014, Andrea Camerana, which had been regarded as the successor of the Armani Kingdom, suddenly left the company, and the market rumors were also inconsistent with Livio Proli.

In addition to the Armani group, a similar situation occurred in the UK leather brand Murberry, but only on the contrary.

Bruno Guillon, who began acting as CEO of Mulberry in March 2012, left her job in March this year. The reason why she was forced to leave was to insist on the high-end strategy. This led to Mulberry's three consecutive profit warning in the past two years. Its merits were a target= "_blank" href= "http://www.91se91.com/".

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< p > Armani and Mulberry, two representative luxury goods groups, a high-end strategy failure and a low end strategy are favored. It can prove that the traditional luxury market is already on the eve of the Western Hills. Do not say that there are side examples of the miracle of both sales and stock markets such as Michael Kors.

The market also has the same attitude. Bain and Altagamma, a leading research firm, have just released a joint report in mid May, showing that the growth of the luxury market in May was only 4-6% at a fixed exchange rate, which continued to slow down compared to the 6.5% in 2013.

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< p > take a look at Gucci and Louis Vuitton, which have always been known as high-end brands. Gucci has seen a rare decline in sales in 2013, and sales have been surpassed by Prada group at the same time. Louis Vuitton's so-called high-end strategy is simply launching a relatively high price of Capucine handbags, starving marketing, giving consumers the illusion of being in short supply, and actually driving sales is still a low price, entry Monogram series.

In recent years, the momentum of Prada has also slowed sharply in 2013, after which the two carriages, known as Michael Kors, are losing their momentum.

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< p > > strong > rational consumption in the era of financial crisis < /strong > /p >

"P" is different from the local market downturn after the financial crisis. At present, the global economy is in the doldrums, the recovery in Europe and America is slow, the concept of BRICs is disillusioned, and the economics of ampere has been saying that drinking poison and quench thirst. In addition, the geopolitical instability in Russia and the South China Sea is a specific and accidental factor that affects the overall luxury market growth.

The wolf of Wall Street has not learned any lesson from the financial crisis. Its greedy nature has been aggravated. In recent years, a large number of hundreds of millions of dollars have been found in investment banks and the US Department of justice and SEC, which show that the illegal pactions involved are more about politics and corruption. As a result, a lot of wealth has gathered in the hands of a few people, and the Gini index is rising all over the world.

5% of the rich people occupy 50% of the luxury consumption. Although the overall consumption of luxury goods is increasing, the increase is mostly the "pursuit of luxury" consumption crowd. This part of the consumer group's purchasing power is actually limited.

The main consumer of luxury goods is because their age structure is bigger, consumption thinking is conservative, and price is more sensitive. The traditional strategy of luxury products is gradually losing its attraction. Therefore, the so-called "go Logo" trend is to deal with the passive change of this group of people.

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< p > < strong > Chanel early through the perfume and beauty products to grab the mass market < /strong > /p >

< p > the wisdom and reason of the high-end crowd make it easier to win over the a href= "http://www.91se91.com/news/index_s.asp" > the market < /a > the brand that started downhill is actually the so-called "tall and high" brand of Chanel. The sagacious Jewish Wertheimer family pushed Chanel into the mass market early through perfume and beauty products, and promoted marketing with various stories and famous quotes from Gabrielle Chanel. What's more, its perfume beauty line is brand self-supporting and the profit rate is very high. Now the brand is also increasing through this trend.

In 2013, Burberry returned perfume to its internal management, which cost hundreds of millions of pounds. Gucci finally began to launch beauty products, hoping to win the mass market with its brand and sales network.

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In the era of financial crisis after the downturn of the economy and the mass consumption expenditure, the luxury consumption will gradually return to reason. In 80s, Japan's economic take-off and the rapid development of China in the 00 era have led European luxury goods to see a broad international outlook. However, there are few new markets available today. Although Africa and India have long been favored, they are actually expecting too much. Therefore, luxury goods must continue to be cultivated in the three inherent regions of North America, Europe and Asia Pacific, so their vision can only be directed toward the deeper market.

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< p > < strong > "light luxury" brand is popular in the mass market < /strong > < /p >

< p > to the two or three tier cities is the general strategy of luxury goods in the Chinese market before 2012. However, the "China crash" began at the end of 2012, and this strategy began to change, coupled with the vigorous development of e-commerce and the reversal of wind direction, luxury goods began to stop the construction of low-level cities. On the one hand, the cost of physical stores was high. On the one hand, the first tier cities opened stores or expanded stores could increase the "forced grid". Of course, there was also two or three line of urban consumers who had already been able to consume luxury goods through the Internet, instead of having to shop to the door.

But the low-level market has to consider the problem of consumption power. Brands like Uniqlo will expect lower tier cities to have cheaper products, and luxury brands can be imagined.

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< p > you must know that "tyrant" has abandoned LV and Gucci today. The luxury brand has been praised as the touchstone of whether a consumer is smart or not. /p.

The poor performance of < p > Tiffany & Co. in 2012 forced it to pay more attention to low-end products. The latest report shows that its low end series of ATLAS under 500 dollars has begun to become a new growth point, while Hongkong veteran Zhou Dafu also began to set foot in the cheaper silver series products.

Jewellery products' "forever spreading" has hardly been able to achieve the effect of "deceiving" consumers. The average price of jewellery products has dropped sharply in the past 20 years, from the average Euro 8000 euro -9000 in 1995 to 1500 euros 2000 euros in 2013. The price increase of leather goods is mainly due to the rising cost of population and raw materials, and at the same time, the exchange rate also causes some local market price increases.

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< p > in the European and American markets, Kate Spade these a href= "http://www.91se91.com/news/index_h.asp" > light luxury brand "/a" has been touchdown as a touchstone of whether consumers are smart. If today your first choice is those old, ugly, expensive traditional luxury products, you may be quite unknowledgeable and conservative, except for proving that you have money. Of course, it is hard to listen to stupidity.

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