How Does Louis Weedon, A Luxury Brand, Set Foot On The Road Of "No Return"?

Here world clothing shoes The Xiaobian of the hat net tells us that the failure of the luxury brand Louis Weedon to "go to the vulgar" has embarked on a "no return".

LVMH declined across the board. Profits fell back in the first half of the year and share prices plummeted. Bank of Paris analysts said that although Louis Weedon (Louis Vuitton) vigorously innovates products, consumers, especially Chinese consumers, have not yet fully accepted their transformation. Another analysis is that this "go to the custom" transformation campaign has made the luxury brand LV lose its "wolf sex" in sales and embarked on an unwelcome alternative road.

In recent years, with the increasing imitation of Louis LV Louis Vuitton, LV's image as a luxury brand seems to be seriously damaged. So they decided to transform into the next Hermes, create more honorable high-end brand image, start producing more expensive products (such as hand-made customized handbags), provide more high-end services, and reduce the LV customer group to a smaller number of wealthy people. However, from the bad earnings report just released in the first half of the year, this imitated high-end development route of Hermes has failed to reverse the LV's "vulgar brand" image. In addition, the departure of design director Mark Jacob (Marc Jacobs) also has some influence on it. So what did LV do in the past two years? How did the outside world view LV?

　 Perfume products that have not yet been listed

Since Louis Vuitton Louis Weedon hired fragrance master Jacques Cavallier-Belletrud in January 2012, people have eagerly looked forward to the first perfume released by the brand since 1920-1930 years ago. However, its parent company Louis (LVMH) finally decided that Louis Weedon perfume would be postponed until 2016.

LVMH's decision at the end of 2013 was related to the unsatisfactory performance of LV at that time. LV is known as the strategic transformation of high-end products to tilt the effect of 18 months to appear, in its attempt to reshape the glory of the moment, Louis Vuitton Louis Weedon naturally do not want to distract the promotion of new product categories. In addition, taking into account the tight schedule in 2014, the grand event, including the Louis Vuitton Foundation Louis Weedon culture and Art Museum, was opened in September 2014. Louis Vuitton Louis Weedon did not want to see the first perfume that had been spotting publicly more than 80 years later and robbed the Louis Vuitton Foundation that was completed only eight years ago.

Follow Hermes's hunger marketing

LV follows Hermes hunger marketing. It is rumoured that the Capucines handbag is always booked under shortages, but on the whole, this does not bring much help to the sales of the entire brand. The Capucines handbag is a high priced package launched by LV in June 2013. Its name is from the famous Capucines street in Paris, where Louis Weedon opened the first store in 1854. The classic eternal Capucines handbag is the highest achievement of leather technology. Soft luxury Taurillon Leatherwear With a properly sized handle, it is connected with a metal ring that is perfectly retouched. There are two practical inner bags. Handbag buckle can be used for both purposes, exposing the classic Monogram flowers on the outside, and displaying the letter marks of LV on the inside.

　 The same workshop as van customer.

Perhaps you also know that most of the world's luxury goods are made in China, such as Prada, Fendi, etc., which are returned to foreign companies after processing products in China, and then sold to the world after being packaged. However, what you may not know is that the cost of LV made in China is almost the same as that of customers.

"I understand the production cost of LV. It's really that much. If you go to the Chinese manufacturing base workshop in Jiangsu and Zhejiang and Yangtze River Delta, you will feel very hopeless. Because this is the product of all customers, there are some luxury brands, which are all the same fabrics, the same cotton, the same workshop, the same workers. Van GEE pin CEO Chen has said that in terms of cost, LV is almost the same as any customer. The reason why the price is high is that there are a group of rich people in emerging markets.

Flickered by "Made in Italy"

Fans of the luxury network said on micro-blog that Louis Weedon, a French brand, had always been known as the "made in France" printed on the label. Now it is known that Louis Weedon still has factories in Italy, and some netizens say that Louis Weedon still has a foundry factory in China. The location may be Dongguan or Guangzhou suburbs, and the feeling is flickered.

Louis Weedon has been denying the rumors about "Chinese factories" on the Internet. It is said that the US media once wanted to expose this fact and failed. It can be seen that no matter how hot the topic is, as long as there is no official explicit admission, netizens can only regard this as a topic of discussion after dinner.

Not ideal for Logo Sports

In recent years, LV, represented by luxury brands, has been competing for Logo. It is believed that the Chinese have produced Logo aesthetic fatigue. This shows that they do not understand the Chinese market, and show their opposition to those who show their low profile and good taste. In fact, Chinese people who can afford luxuries can not abandon the Logo's display. Rather than busy with Logo, praise Guo Jingming as a label for "little time" Logo.

English funny Chinese Translation

A small piece circulated on micro-blog in 2013 won fans to laugh heartily. clothing Designer The blogger, "Xinghe Shinho", had a real funny Chinese translation on a LV bag, so that luxury shoppers suddenly became more aware that they should not buy a single word in English if they knew their English was poor. Don't forget to look up the English dictionary first.

It is reported that after the translation, micro-blog also launched the phrase "you feel that the top grade of a high-end brand is mainly due to the fact that it is not native language". Although this translation is slightly exaggerated, it has been popular among fans. Soon, another blogger came out with new translations, and Louis Weedon was still the "middle gun".