Luxury: Great Restoration Or Redemption?

The public opinion has been bleeding, and the prospect of the luxury industry has been shaded by the beginning of the year. The word "SALE" is no longer hung on the window of OUTLET or the corner of a shop. No matter how unwilling the noble brand is, it has put down its pride. The craziness has been going on for several months. However, this is just a prelude, more affinities have been in the spring and summer, not only to ten years like a faithful patronage of the day, but also to the past has been hard working people. This image is condescending to the equality of all beings. Do not know that luxury goods in such a dangerous time, "sleep hardships and courage", will in the end, instead of digging for the future recovery of the abyss of endless redemption? A pair of peach Christian Louboutin, which is mostly sought out by the little Han people, is priced at a price of 7300 yuan on the bottom of the red shoes. When it comes to the same price, it will definitely not suffer the shame of the twenty percent off on the seventy percent off basis. Luxury goods raise white flag to crisis? The price competition is getting more and more intense. "We should know that the price tag put out by Prada in the window is shocking Milan, but Versace will not do so." Giancarlo Di Risio, chief executive of Versace group, glimmed with a smug smile in the interview. He also stressed that they did not want to draw the girls on the street to become their own customers. "In some places, they can buy" things "at half the price. Obviously, such policies are destroying the market and the high-end market should be protected. For me, customers who like to buy discount goods and regular customers should definitely enjoy different treatment. " Even though spring is already near, but for a weak economy, this "cold winter" does not seem to reveal the signs of the end of travel. In terms of luxury goods, a new round of price cuts has come to light. This dilemma has been half a century since the last great depression. In fact, not only the "devil's head" Prada is fighting alone. In such an environment, even a high priced seller seems very hard to be independent. The arrogance and arrogance of high-end brands have been cut off at this time. In order to seek self-protection, we have to see that we have to recruit and dismantle. Although the price offensive is simple and crude, I am afraid it is a more direct and effective move. Luxury companies including Chanel, Vercace, Christian Louboutin and Chlo are cutting commodity prices in the United States, ranging from 8% to 10%, according to the New York Times website. Here, because the appreciation rate of the dollar to the euro once reached 28%, luxury companies increased cash flow than expected, which helped to reduce the price of goods. Of course, their fundamental aim is to stimulate consumption. According to the latest statistics of a website in January this year, the use of price cuts to set the sweetener for consumers is indeed quite effective. In the famous shopping center Nordstorm, Chanel's rare 20 percent off of the audience, and many of its top brands also played a 25% off temptation in the non Christmas season. Many customers were queuing up at the entrance of the shopping mall all night long. And Naimanmarcus and Saks and other shopping malls and even this time also launched an unprecedented full 100 to 20 sales promotion. The British sale is even more thorough. A Levi 's T-shirt normally sells for 16 pounds at the end of the season. It has already fallen to 7 pounds at the end of the season, but if patience persists, it will be sold at the end of 3 pounds. London's standard Evening News said with fear: "sales for half a year have been very rare in the UK for nearly 20 years. Maybe only in the Major administration era, the British economy has been able to cope with the recession, but this time it is much more serious." Of course, they do not have to sit tight like needles, because even in Japan, the world's most powerful purchasing power of luxury goods, it is hard to escape such bad luck. The expensive luxury goes down the altar. As for the new year schedule, which is usually regarded as a clearance sale, it is placed with higher expectations. You can see clearly from the endless discount season. A tall and fashionable Boutique fashion house, a peach Christian Louboutin with half a dozen people asking for it, and a price tag of 7300 yuan on the bottom of the red shoes, while it is a great drain on this occasion, for it, it will not be able to suffer the shame of twenty percent off on the seventy percent off basis. At that moment, even though it remained 4 and a half inches, the arrogance of the famous door suddenly appeared to be no longer so righteous. I can not help thinking of Lu Chu Lu Wei's column for a while. "When tens of thousands of pieces of leather bags become thousands of pieces, thousands of pieces become hundreds of pieces, even cheaper than fake ones. When the original noble stores become like hypermarkets, after waiting for the economy to get better, these cards need to be restored to the dignity of people's minds. I'm afraid there are some difficulties, though walking down the luxury altar may be a way of survival." The price of luxury goods has been raised to a white flag to the financial crisis. In the past, we felt the cold, arrogant, stubborn, and even brand image from thousands of miles away. We thought we should have the same spirit of killing and killing as we did in Guan Ye. How can it be? At this time, a bad battle has just blown the horn, and the white flag of the brave will have a corner. It is our fans who worship them in a cool way. What is the value of luxury goods? Should we weigh it again? In the end of November, LV (LVHM) announced that it had lowered the zero price of Japanese market products by an average of 7%, hoping to stimulate sales. Chanel (Chanel) announced its price cut in October, and most of the US products were sold down by 7% to 10%. Versace, Chlo and other boutiques also followed up. In recent years, the boutique industry has abandoned the belief that the price of products will rise and fall. Join the low-end brand - Adidas and the American designer Jeremy Scott cooperation clothing and shoes series; Puma and Sergio Rossi cooperation small shoe series; Sofia Coppola will design handbags and shoes for Louis Vuitton; Murakami Takashi and Teng Yuan Hao will hold the "Hi & amp;" exhibition in Tokyo in October, and for this reason, he has also designed limited edition jeans for the company. Lacoste is also doping this year, making Polo with Junya Watanabe, and finding United Arrows to push Cardigan together. Anya Hindmarch, Sigerson Morrison, or even Stella McCarntey, all of these designers went to do parity with civilian department store Target. Cross border cooperation allows luxury brands or designer designers who are designed for luxury brands can literally attract many low-end customers. They have come out of the cooker and even have several sub cards to occupy the low-end market. Because at this moment, putting down the price means a broader customer base and higher profits. Aiming at "potential stocks", it is interesting to note that the department stores rarely broadcast in French, and basically tell Japanese shoppers where they should go for tax refund and other related information. Compared with last year, shopping malls and Japan, China, Russia and other related elements have become more. After renovation, China's customer reception is also a new decoration. Obviously, businesses are more willing to curry favor with potential stocks in the new year. Why do we suffer from hardships? The slow down strategy may still be understood as a brand name's positive response to the "tsunami". But it also dismantled its own "backstage", resulting in a standard collapse of the bitter pill. If it is an expensive tag, it will be able to do nothing, or for consumers, a 6 digit handbag can continue to devalue the value of money. In reality, most sellers fail to win the competition, and compete to provide the possibility of "people sharing" with the means of price reduction. Who will be naive enough to go to a handbag to accompany the mad man on the day of peace and prosperity? The winter of sellers is not necessarily the spring of buyers. For ordinary people, luxury goods are Utopian - only exist in sexual desire. The sudden economic crisis, however, is like a strange spirit, turning the fact to a 180 degree turn. This sudden change, if "cold winter", is also the seller's "cold winter", which is the only one who can only covet the luxury goods. It has made their "spring" in a wrong way. At least on the surface it looks like this. Who would imagine that the spectacle of "picking up the bottom and sweeping goods" in the stock market will happen one day in the high quality boutiques of the toes? On display shelves are not only some Basic Line, which is insignificant, but also interspersed with IT bag. If they are not sincere enough when they are "20% Sale", then when they have only a pair of high heels, they will be too cheap. But in fact, the discount is always a double-edged sword. In the column, author of "Village Voice" said, "for the people of Bei Sao, she will not cut the budget of 10 BIRKIN handbags on this shopping list to 3 because of the economic crisis." This is indeed the case. If the proportion of global wealth holdings really presents the same pattern as Pyramid, then this bloody financial crisis will kill only the middle class purse, and the lives of people at the top of the tower and the bottom of the tower will hardly suffer heavy losses. For those rich people who hold 98% of the total wealth, what they need to face is the fact that all deposits are changed from 400 million to 200 million. God knows that it is just a "I can't buy this Premier League team, and you can't afford to buy it". Compared to the middle class who fell into the debt from a well-off society, this is no doubt just a mosquito bite. For ordinary people with a small income, their wealth can be neglected in the face of huge huge wealth. Those tens of thousands of luxury goods, no matter how many people live in tens of square meters of cottage, and rely on limited and modest wages, have no intersect. "When they go shopping on weekends, they may occasionally pass through the window of Louis Vuitton, but I can assure you that they have never wasted half a second on those exquisite handmade leather backpacks. But now things are different, and luxury brands are trying to get the group. The author shrugged and said helplessly. There is no such thing as luxury. It can be called a luxury brand. It certainly belongs to the non necessities of life, and more represents the status and wealth. Although we all know that luxury is a high profit, after all, strict quality control and a small number of owners are the key to making people feel that they are worth the money. So when the rules are broken, things will become different. On the one hand, the top brands are still haughty, and the products in the top tier are all "selling one for half a year"; on the other hand, some of the "canvassing" series that are very affinitive in price are also coming out in a big way, throwing a wink at the customers who despise. This can not help but start to be doubtful. When a working girl in London can pick up 35 "Burberry" (even if it is not made of top quality goods from crocodile skin), is it not a guest in Vitoria like this? Who dares to say that Logo is just a string of letters or numbers loaded with glory? It is not only a corroboration of the value of a product, but also a huge chasm between the rich and the poor. Once the gap is disappearing, then the luxury will lose its full meaning. Now, the depressed economy has become the "accomplice" to fill this gap. The financial crisis has spread to fashion week - Losangeles's 2009 spring and summer fashion week has just ended. Compared with the four fashion week, Losangeles lacks a large number of large brands. The 23 brands of this season are newly created small brands, which causes Losangeles fashion week to not attract the attention of buyers. Because there are no enough sponsors, the organizers may not be able to continue the fashion week which costs US $1 million each time. What is more embarrassing is that the fashion week in Losangeles is more like a public holiday than a commercial activity. In order to save money, the organizers even made such a provision this year: alcohol is not allowed before 2 p.m. The second hand shop is booming. - in Paris shopping district, shops that sell second-hand luxury goods have recently been favored by shoppers. A classic LV backpack that has only been bought for 3 months is priced at about 600 euros in a second-hand store in St. Paul's block, Paris, almost half the price of new products.