It'S Not A Luxury Brand. What'S Wrong?

Here world

The little editor of the net tells you that there is a kind of loss that is already owned.

Friends eat together, talk about the lifestyle of today's consumer groups are changing: people holding hundreds of dollars are switched to credit cards; the apple system has beaten NOKIA; mobile phones have allowed digital cameras to be maintained only by professional machines; La Kara and Internet finance have reduced the number of people going to banks; Tesla makes BMW Mercedes go behind.

Similarly, lifestyle changes are also giving birth to some clothing brands for functional innovation. For example, the frequency of carrying bags is much more frequent than that of wallets. Small handbags can only become more and more popular with handsets and keys; men's bags must have enough space to accommodate iPad; the number of outdoors clothes is less and less.

These are the undercurrents that have been surging under the calm surface of the fashion circle. Many luxury brands are also striving to expand their product lines, making the boundaries between luxury goods and consumer goods more and more blurred.

With the increase of stores and the diversification of consumers from small to high-end, many people are disappointed with the luxury and enthusiasm of luxury goods.

This year, the sales momentum of luxury goods in the Chinese market has experienced a "brakes". After experiencing the "quality gate" of high-end luxury brands such as Tiffany and Armani, the dissatisfaction with shopping experience and the unsatisfactory aftermarket maintenance have become a hot topic, and the "high fever" of luxury goods is fading.

As more and more

Experienced changes in Chinese fashion brands from scratch and brand awareness from small to large, and their consumption of luxury goods gradually from blindly crazy to hot a little cold thinking.

Nowadays, fewer people are buying luxury goods in genuine shops. In this era of information smooth online shopping, overseas purchasing is breathing freely in the great gap of prices.

It is understood that a lot of people's luxury goods are bought through friends or overseas buyers. Some consumers will choose to go to the suburbs to get their own shopping.

Meanwhile, the bain consulting report shows that in 2013, 67% of Chinese luxury goods were consumed overseas.

The brand loyalty of consumers is not as loyal as luxury goods envisaged at the beginning of their entry.

A survey shows that although Chinese consumers focus on the choice of brands among a number of brands, the purchase process will take account of many factors, and goods are more than three.

However, in this era, all shoppers will be prepared mentally: new products that have just been bought are placed on shelves at 30 percent off or even lower prices in two months.

For example, recently, because of the fourth consecutive quarters of declining sales performance is experiencing the pformation of light luxury brand, although decided to invite Spain's famous leather brand Roy Wei Wei, the former creative director Stuart Vevers joined, but since its launch in 2000, "the luxury of luxury" concept has been deeply rooted in the hearts of people, want to win in the short term to fall back the brand "body" seems a bit weak.

No

What is bad, but too many luxuries to cultivate consumers into "luxury" people, and a kind of loss is called possession.

Luxury has lost its original sense of mystery in this intimate relationship. Once the myth of beauty has been shattered, luxury brands will have to compete with other high-end customized brands in the local market.