• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Luxury Goods Under Pressure To Be Reorganized

    2014/12/30 21:14:00 11

    Luxury GoodsSub LineMarket Position

    In recent market cycles, the market position of secondary lines has changed dramatically.

    First, it has occupied the secondary line in the middle reaches of the middle reaches, and must compete with the light luxury such as Michael Kors, Tory Burch, and the latter positioning the product as the real main line.

    "The sub line has been surrounded by 'three sides'," Luca Solca, chief researcher of Exane BNP Paribas, described. "In addition to light luxury, consumers can also choose to buy more advanced brands like 3.1 Phillip Lim and Alexander Wang, or designer and large retailers."

    "Mario, Ortelli, senior vice president of luxury goods in Europe, Bernstein, analyzed." these latecomers are more productive and more competitive, and the product cycle is very fast, keeping up with the latest fashion.

    He continued, "only a few brands with strong brand influence, enough product lines and future potential can maintain a single brand store well, such as Marc by Marc Jacobs and Emporio Armani, without fear of competing with the brand in the market.

    "

    Under pressure, luxury brands are restructured.

    Prada repositioned the previous sub line Miu Miu to be the same product of Prada.

    When Domenico Dolce and Stefano Gabbana stopped operating D&G in 2011, the brand profit was at that time, the annual income was about 400 million euros, but the two decided to put the product line in the main line.

    "Next season, D&G will go to Dolce&Gabbana, and the whole series will have more advantages and vitality."

    Of course, the merger also abolished the staffing of D& G and the cost of fashion shows, marketing activities and stores.

    "Dolce&Gabbana has made such a change, and other brands have streamlined the brand mix.

    If the sales performance of sub brands can not maintain corresponding fixed costs, the risk of loss is self-evident.

    Solca said.

    "The smaller the sub business, the harder it will be to maintain the huge cost of the business behind it: the design team, showroom, sales activities, show and flagship store."

    In fact, with today's consumer shopping rhythm from top luxury products to popular mainstream products, fashion brands are also willing to expand brand segmentation and increase product lines under a parent company.

    The market also appeared Louis Vuitton coin purse, Fendi fur ornament bag bug.

    some

    brand

    The low price products are integrated into the main line, and some brands sell the sub line brands in the same store to reduce a large number of additional store expenses.

    Consumer

    So there will be doubts.

    "Sometimes it is not very clear which is the secondary line and which is the same line product."

    "These products are displayed in a store," said Lydia King, a Selfridges clothing buyer at the London department store chain. Our sales and service staff need to explain specific categories to customers.

    We are concerned about the needs of consumers.

    For consumers, is there any need to separate the finished products from the secondary line, or it will confuse the main line?

    "

    One thing is clear: these extensions are not as attractive to consumers as they used to be.

    "Consumers are very clear that if there is no independent brand identification on the secondary line, the whole series is just a tool to make money for the brand."

    King continued, "8 years ago, as long as the brand produced a large number of sub line products, PR activities could only focus on the mainline.

    But today's market is no longer the case.

    Consumer awareness has been raised, and the independence of the sub line products is higher.

    Yes

    Secondary line

    The key is to define your unique fashion logo.

    "This must not be driven by business, but rather focus on building a unique brand identity and integrating the corresponding design elements to provide consumers with more valuable and cost-effective products."

    MatchesFashion.com's buyer director analysis.

    In the long run, if the secondary line has a good balance with the mainline, an independent and strong brand logo, and a very effective alliance with the mainline, it will develop very well.

    But for most brands, it may be more practical to combine low-priced products into the main line: to be honest, the secondary line adds to the cost of the brand, causing confusion to the consumers, and finding the reason to stick to it is really more and more difficult.


    • Related reading

    Overseas Big Cards Get Together Behind The Net

    Industry Overview
    |
    2014/12/29 21:30:00
    26

    Will The Brand Disappear In The Internet Age?

    Industry Overview
    |
    2014/12/29 20:41:00
    18

    The Pformation Of China'S Leather Industry Structure To Diversification, The Low Carbon Leather Economy Has Become The Trend Of The Times.

    Industry Overview
    |
    2014/12/29 20:05:00
    53

    中國零售業(yè)的“抉擇年”該如何走下去?

    Industry Overview
    |
    2014/12/29 12:20:00
    28

    Over 30% Of Imported Clothing Sampling Failed, ADI UNIQLO List

    Industry Overview
    |
    2014/12/28 20:40:00
    5
    Read the next article

    住宅、家居、商業(yè)以愛琴海的名義聯(lián)動

    紅星美凱龍集團選址昆明的愛琴海購物公園開業(yè),這是紅星美凱龍首次實現(xiàn)“家居MALL+商業(yè)MALL”—“雙MALL聯(lián)動”的商業(yè)綜合體,也是繼北京之后的第二家愛琴海購物公園。

    主站蜘蛛池模板: 久久精品一区二区| 国产成人免费ā片在线观看老同学| 免费无遮挡无码永久在线观看视频| 中文字幕在线观看日韩| 老子影院午夜伦手机在线看| 无码熟妇αⅴ人妻又粗又大| 国产AV国片精品一区二区| 中文字幕第一页在线| 羞羞视频在线观看网站| 成人三级在线观看| 农村乱人伦一区二区| 欧美一线不卡在线播放| 国产片免费福利片永久| 五月激情婷婷网| 香蕉视频在线观看免费国产婷婷 | 国产99久久亚洲综合精品| 中文无码久久精品| 精品人妻少妇一区二区三区在线| 小信的干洗店1~4| 亚洲视频一区在线观看| 2021国产麻豆剧果冻传媒入口 | 欧美黑人疯狂性受xxxxx喷水| 国产肉体xxxx裸体137大胆| 亚洲另类无码专区丝袜| 国产精品亚洲综合五月天| 日本在线视频一区二区| 四虎在线视频免费观看| youjizz国产| 欧美激情一区二区三区四区| 国产毛多水多高潮高清| 久久久久久亚洲av成人无码国产 | 国产在线a不卡免费视频| 中文字幕网资源站永久资源| 真实子伦视频不卡| 国产麻豆一级在线观看| 五月天精品在线| 老司机精品久久| 处处吻动漫免费观看全集| 亚洲制服欧美自拍另类| 荡乱妇3p疯狂伦交下载阅读| 女邻居掀开短裙让我挺进|