The Luxury Market Is Bad And The Brand Is Different.

The market has fallen into a weak trend recently in various media, and brand performance disclosure seems to be "unsatisfactory" at first glance.

A recent article pointed out that global economic growth has slowed down again, China's anti-corruption rhythm has not diminished, consumption in Russia and the Middle East has slipped, and brands such as Prada (Prada), Mulberry (Mulberry) and Burberry (Bob Lee) are feeling "tight at hand", so they have to "brake" the pace of global expansion, tighten their belts and postpone expansion.

In particular, the two largest British countries are mentioned.

The situation of Mulberry and Boboli.

Mulberry is in deep trouble. Over the past two years, most of the news released by the company seems to be about earnings warning. In the 6 months from March to September this year, the level of its domestic operations also declined, and the retail sales fell by two digits, 12%.

The loss of creative director Emma Hill has been regarded as a great misfortune for the brand. Bruno Gallion from Hermes's "job hopping" does not let marylee take the traditional luxury route. It focuses on high-end luxury bag products. It directly pulled Marilyn to the competition with Chanel and Louis Weedon, and pushed the brand into the abyss of declining performance.

With the beginning of Mulberry's bad luck, the price hike has made it unattainable, losing the core loyal consumers and becoming a model of "worthless" in the eyes of consumers.

The consumer is not stupid. Obviously, the same product has to pay more money than before to buy it, so it simply has to give up and not buy it.

Mulberry's brand value does not seem to make consumers happy to accept price increases, and consumers begin to look for brands that they think are worth more at the same price.

Boboley's problem is quite different from that of Mulberry. The factors that the former encounter is basically not within the scope of brand control, such as those mentioned above, while Mulberry is due to the failure of the brand's internal decision-making.

In fact, from March to September this year, the sales volume of bolbury increased by 15% to 748 million pounds, and wholesale business grew by 13% to 317 million pounds.

Bobo Lee's new perfume, My Burberry, is also selling well.

Bo Bailey can better than Mary Bailey, mainly because the former is better at telling stories and caters to the more personalized needs of consumers in the Internet age.

Storytelling is very important to brand and should be integrated into the context of brand.

Through communication and presentation techniques, boboley tells a simple but meaningful story for its core product.

Boboley's sales channels and customers feel the meaning of each product from within.

Burberry Bespoke series

Customized, customized individual Trench logo can be customized according to the individual specifications of consumers. It can freely choose colors, fabrics, plates and design details to show the unique personal charm.

It is worth mentioning that the entire luxury market is not entirely unpleasant.

Some luxury brands, such as Hermes and Cartire, have a taste of "the wine is more fragrant and fragrant", and these brands still maintain steady growth.