Luxury Brand: Parity Is Not Just A Marketing Gimmick.

This time, there are many news about light luxury brands. Recently, the US luxury luxury brand Michael Kors (Mike Coles) announced the 3 quarter of the 2014/2015 fiscal year (2014 10~12 months).

The total sales volume of Michael Kors (Mike Coles) reached US $1 billion 310 million in the quarter, up by 29.9% over the same period last year, and the growth rate slowed down significantly, which is obviously lower than the 42.7% in the 54.5% and 2 quarters of the 1 quarter.

The main reason is that the brand is "fast up and down".

I believe that for many of the same type of luxury brands, they are facing the same problem.

This time, there are many news about light luxury brands. Recently, the US luxury luxury brand Michael Kors (Mike Coles) announced the 3 quarter of the 2014/2015 fiscal year (2014 10~12 months).

The total sales volume of Michael Kors (Mike Coles) reached US $1 billion 310 million in the quarter, up by 29.9% over the same period last year, and the growth rate slowed down significantly, which is obviously lower than the 42.7% in the 54.5% and 2 quarters of the 1 quarter.

The main reason is that the brand is "fast up and down".

I believe that for many of the same type of luxury brands, they are facing the same problem.

According to the latest research report of China's luxury goods market released by Bain, an international consultancy, the total consumption of China's luxury goods market in 2014 was about $18 billion 500 million, down 1% from the same period last year, the first negative growth.

According to the report, sales of domestic luxury goods in China were more pronounced in men's clothing, watches and bags. In contrast, women's clothing and footwear continued to grow substantially. Among them, designer clothing accounted for the largest proportion of luxury goods sales in 2014.

It can be seen that in the domestic market, the traditional big cards have been seriously oversupplied, while the light luxury brands are showing a good opportunity for market development.

From the comparison between the two, the advantage of the first line brand lies in the big brand mode, and the advantage of the second line brand lies in the unclear blood relationship. This is one of the reasons for the second line brand to seize the opportunity and strive to create a first-line image.

After all, for the increasingly mature and rational consumers, it is clear that the same good price does not have to pay the same price.

We can start with light and luxurious plation.

This plation is very popular in China, because it literally satisfies some consumers' addiction to luxury.

This may be one of the reasons why light luxury brands are more popular in China.

Light luxury brands may not pay much attention to avant-garde design, quality first.

Of course, the biggest difference between luxury goods and price lies in the price, which is not as good as luxury goods. Most of the luxury brand positioning is generally affordable to ordinary petty bourgeoisie.

So in fact, some consumers in China have expressed "light luxury" consumption as a new fashion pursuit. Especially for fashionable people, they can not afford to wear Chanel (Chanel), Dior (Dior), Celine (CELINE), Prada (Prada), but they can always buy Coach, Kou Chi, Michael Kors (Mike Coles), Longchamp (Long Xiang), MCM and other light luxury brand bags. On the one hand, they pursue the brand quality and exquisite tailoring of luxury and luxury brands, on the other hand, they are younger, more fashionable and more type, and can enjoy the price of a large number of luxury brands, and consumption is also at hand.

From the point of view of discounts, big players seldom reduce their prices. In order to alienate the public, they often show their identities from rising prices by raising their prices. The light luxury brands between these big and fast fashion are the biggest markdown, sometimes even fast fashion brands.

A ZARA winter coat price is often above 1299 yuan, while a Coach (Kou Chi) handbag, the price of the discount season may be only 299 yuan.

By contrast, a relaxed sense of control has come to mind. How can we buy a "enjoyment"? The price is cheap, and people who buy it are naturally more. As a lightweight luxury brand, we also redefine the consumption gap in the luxury market.

From the perspective of consumption ability, China's luxury consumption capacity is no less than that of any other country. A successful positioning is enough to achieve a brand, and the emergence of light luxury brands is an example of investing in consumers.

The most easily found light luxury brands on the market are the secondary lines set up by the first-line fashion brands, such as Miu Miu (Miu Miu), DKNY, Marc By Marc Jacobs, etc. they have the lineage of first-line brand and the needs of young consumer groups, so that more consumers can afford it.

Another typical American luxury brand representatives such as Coach (Kou Chi), Michael Kors (Mike Coles), Kate Spade (Kate Spade), Tory Burch (don Li Park) are all brands that have enjoyed high popularity and consumption among Chinese consumers in recent years.

The most popular street product in 2014 is the Michael Kors (Mike Coles) launched a cheap version of the killer bag. Although a fashion conscious person can see that the prototype comes from the design of Prada (Prada), but after a number of elements of the implantation, grafting around 1000 yuan.

It really touched too many people.

So no matter how the scene changes, you can always see the traces of Michael Kors (Mike Coles) backpack.

In 2015, Michael Kors (Mike Coles) took the concept of "traveling around the world" as the latest concept to create the latest style. The newly launched Cindy series shoulder bag, the whole design is succinct and classic, full of American style and simple fashion style. Bright colors also provide many kinds of collocation choices for fashionable urban women.

Besides, MCM's backpack is also a popular trend. It even breaks the boundaries of sex.

The classic American movement

The style of Tory Burch (Tang Li Bo Qi) is full of unfettered vitality and feeling. Its advantage is to balance the aesthetic values and values of the designers in the market, create fashion and suit fashion and accessories worn by women of all ages.

So far, the products of Tory Burch (Tom Lee Park) have opened 84 independent boutiques in the United States, Europe and Asia, and more than 1000 selected shopping malls and stores in the world.

Insiders say that

(Kou Chi), Michael Kors (Mike Coles), Kate Spade (Kate Spade), and Tory Burch (don Li Park) have the status of consumers in foreign countries, like Baleno, Giordano and ONLY in the eyes of Chinese consumers. Although they are brand names, they are only mass consumer brands at best, which may not be related to the luxury quality of Chinese people.

Indeed, taking Coach (Kou Chi) as an example, its shop is the most common and the largest in the domestic outlets. Why does it bring the illusion of Chinese positioning? It is mostly due to the wide gap between domestic and foreign prices.

So some netizens commented that because of the price factors, Chinese people buy Coach (Kou Chi) and Michael Kors (Mike Coles) brands abroad just like buying cabbage, which is entirely the price of Chinese cabbage.

On the other hand, there are many consumers who do not care about the quality of light luxury brands. They may not know how to define their value by cultural factors. However, they value only the business card form that light luxury brands can bring to them, or whether they can bring their fashion identity to them. This is the greatest significance of light luxury consumption to them.