Light Luxury Brands Need To Be Vigilant And Cautious. "Light Luxury" Becomes "Fast Fashion".

How red is luxury? In 2013, Michael Kors, a luxury luxury brand, ranked eighth in a number of veteran luxury brands with a market value of 16 billion 500 million US dollars, while Kate Spade reported that its 2013 third quarter sales even rose by 76.4% over the same period.

In the last two years, Michael Kors, Tory Burch, Kate Spade and other light luxury brands, instead of Chanel, Dior, Louis Vuitton and so on, have become the most popular market of China.

It is not hard to see that last year, the global luxury industry was hit by a low level in China. Many brands were caught in a "closed shop" trend, but more and more light luxury brands began to live together with the old luxury goods stores.

The simplicity, trend and personality of light luxury brands cater to the fashion spirit pursued by modern people. Compared with luxuries, the more acceptable price is the most important reason for the luxury brand to become the "blue ocean" after the weakness of the luxury market in the global market.

For example, the price of light luxury brands represented by Michael Kors, Kate Spade and so on are mostly around 400 US dollars, while the entry prices of traditional luxury brands such as Louis Vuitton and Gucci are priced at US $1000.

However, the intensified competition among brands has begun to make many luxury brands have to sell through deep discount.

For example, not long ago, Kate Spade launched the 71% off special sale promotion campaign on the US official website to let many fans who love it crazily grab goods, and sigh that it has more and more "cabbage products" flavor.

According to the latest information, Kate Spade and Michael Kors have shown signs of hard sales and gross profit margins. All these make light luxury brands more and more like the fast fashion of luxury goods industry. Once the price and update speed can not meet the needs of consumers, sales will stagnate immediately.

How to get out of this predicament is the biggest problem faced by the current luxury brand.

Lightweight luxury brands need to be vigilant.

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In the contest with the lightweight luxury brand Coach, it was generally because of the general victory.

The conservatism gave Michael Kors more opportunities to shine.

Conservative single

Products, repeating the old design, hoping to rely on the inherent leading position, obviously can not keep up with the development of the times.

The light and luxurious brand of the rising star, in addition to the leather goods, also produces glasses, watches, shoes, jewelry and all the surrounding products, even home, providing one-stop service and experience.

But in order to keep up with the trend elements, even at the risk of "plagiarism", attracting customers with the advantage of low price, but risking the risk of becoming a fast fashion brand, once the impression is formed, it will be hard to restore the image of the light luxury brand.

Therefore, if the luxury brand wants to maintain its vigor advantage, I still need to make more efforts in design innovation.

After all, with the hat of luxury, we must be able to afford the price that consumers pay.