Don'T Be Too Popular With Luxury Brands.

< p > recently, the Michael Kors US stock market announced the fourth quarter of fiscal year 2014 and its annual performance, the income increased by 53.65 compared with the same period last year, and net profit increased 59.3% year-on-year.

Since its listing in December 2011, Michael Kors has increased by 40% over the previous quarter.

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< p > < strong > < a > href= > http://www.91se91.com/news/index_h.asp > > light luxury brand > /a > don't forget sustainable development < /strong > /p >

< p > but on the day of its earnings announcement, its share price was sharply oscillating, with its highest decline of 5.5%. This has cast a shadow over the future of Michael Kors. It also shows that the market has always been vigilant against this rosy luxury retail stock.

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< p > < strong > the identification of the front car is less than /strong > /p >

< p > Jefferies & Co analyst Randal Konik said in the report, "history reminds us that Coach has been the" crown brand "of the accessories brand in this price, just like Michael Kors today.

"This comment implies that Michael Kors needs to be vigilant against possible future decline even in its early stages of development.

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Bernard Arnault, chairman and chief executive officer of P LVMH group, said in a number of interviews that she did not accept such a luxury brand as Michael Kors as a luxury industry. He said the brand was not exclusive and could easily expand in a certain period of time and then was very depressed. However, he said that luxury brands had their specific market, but it was very difficult to last.

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< p > < strong > low price should not be the light luxury of all < /strong > < /p >.

< p > a careful analysis of Michael Kors's earnings shows a gross margin of 59.9% in the fourth quarter, a decrease of 20 basis points compared with 60.1% in the same period of 2012/2013 fiscal year. CEO John D. Idol said in the earnings call conference that the gross profit margin of the quarter (2014/2015 first quarter) may not be as expected.

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< p > under normal circumstances, if income and profit exceed expectations, gross margin should be improved, but Michael Kors is the opposite.

This is not necessarily caused by discounts, or by lowering the prices of products.

Coach had done something similar two years ago, reducing the average selling price of $400 to $300, but then it was almost weightless.

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< p > Finance > a href= "http://www.91se91.com/news/index_c.asp" > investment < /a > columnist Herb Greenberg quotes its friends in its famous blog Reality Check, saying, "discount is a discount, once you need to sell goods through discount, it is very difficult to sell when there is no discount.

"In view of the super expected performance and low gross margin of Michael Kors in the fourth quarter, Herb Greenberg even called Michael Kors" suspected to pfer its stock through Michael Kors Far East Holdings East ".

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< p > < strong > pportation and creation. Who can laugh until the last < /strong > /p >

< p > in fact, "light extravagance" is an extension of the concept of "luxury", which is subdivided by the market in the confrontation between luxury and fast fashion.

It is also popular among consumers in the medium and high-end quality and relatively relaxed price. Moreover, some analysts believe that Michael Kors is learning from the design of luxury brands, which is one of the reasons for its rapid growth in the global economic instability and the slowdown of luxury consumption.

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< p > is it right to make a copy of it? Let others tell where to go? < a target= "_blank" href= "http://www.91se91.com/" > designer /a > Roberto Cavalli has once shelled Michael Kors: "Cavalli" is one of the most plagiarized designers in the world.

I just want him to stop copying me! He copied everyone, though Americans like Michael Kors, but he can't represent American fashion. He just copies the global fashion to the United States. It's not fair.

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Besides P, there are still weaknesses in light extravagance. Its rapid growth results from a large number of shops. However, compared with luxury goods, the consumers of light luxury brands have low stickiness and are not sustainable.

At the same time, luxury goods will maintain core customers, but the luxury brands will not. They are more likely to give the buyers a psychological hint of "I can afford" with the help of a "light price" shield, letting consumers fall into the endless cycle of "consumption, consumption and consumption" to enhance their sales volume.

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< p > but in the face of increasingly no level of plagiarism and declining product quality, light extravagance has lost its original surprise in the eyes of journalists.

But from a numerical point of view, at present, light luxury brands have been very moist in China, and there are more and more local designer brands in this line.

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< p > gourd is a pear depending on the intermediate volume. The economist has evaluated the Chinese consumer market as one of the most complex consumer markets in the world. Chinese consumers are increasingly seeking high quality and more conspicuous.

In such a complex and changeable environment, the competition between local brands and international brands is uncertain.

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