What Is The 50 Percent Off Sale Of GUCCI?

It has been said that in China, opening up clouds is a luxury company which is seriously affected by commercial bribery and has poor control.

Many of the group's opening decisions are unreasonable, and the choice of store locations is also unthinkable. For example, two GUCCI stores in Shanghai and Nanjing West Road are close enough to visit each other, and they are all located in a commercial center with poor popularity.

After the announcement of the "regular seasonal cleaning up of inventory activities" by Gucci, the number one luxury brand GUCCI in Italy, the contradiction is obvious.

Because the above plation of public relations language is the meaning of "half off sale".

Is it a vegetable market or a luxury? Once the brand image, which represents elegance, taste and value preservation, collapsed.

From the day when the discount was announced, there was a long queue of black clouds at the gate of the GUCCI Golden Eagle flagship store in Shanghai. The team members expected to wait for 4 hours before entering the store.

GUCCI's shop assistants are guarding the shop door. Only a few guests are selected at a time to try to keep the shopping environment clean.

And out of the door, noisy talk, left and right to call for the purchase, holding the child, dragging the luggage to hoarding people...

At the gate of GUCCI flagship store is like a fair; in Hongkong GUCCI Tsim Sha Tsui shop, many customers come from Shenzhen to grab goods, buy more than one at a time, in Hangzhou, in Chengdu...

The frenzy of doubling is ignited simultaneously in many cities in the mainland.

The products sold in the GUCCI store include half off handbags, wallets, clothing, shoes, sunglasses and almost all products. At the lowest price of four thousand yuan, you can buy a classic Boston bag.

GUCCI refused to recognize the "half off sale" argument, claiming: "the global discount season is almost the same as in previous years."

Indeed, compared with GUCCI's long-standing main competitor, Louis Vuit-ton Louis Weedon, who has always claimed that she will never cut the price of brand strategy, GUCCI has been discounted in the European and American markets. The 5-7 discount of over season goods is not uncommon.

GUCCI has also entered Outlets extensively. It has always been a brand with more flexible price strategy.

However, it is unprecedented for a luxury brand to involve such a wide range of products and make public and substantial discounts.

The discount is not only limited to the old season change, but also similar to the CHANEL leyboy's earlier announcement of the global market price coordination strategy. The price range of classic handbags 2.55, leyboy and so on is similar to that of the Chinese market. The price range of GUCCI also includes some of this spring and summer new and limited edition of confectionery color.

The sudden price reduction made the customers who bought the GUCCI products not long ago were shocked, angry and overwhelmed.

In fact, luxuries are not without discount.

They only focus on strategy.

For example, it is definitely not like the fast fashion brand, which stores a large SALE in the shop window, but just quietly in the store.

Because luxury brands attach great importance to image, and regard elegance, style and class as life.

But the Chinese government's anti-corruption began in 2012, causing a heavy blow to the luxury industry.

Including the world's three largest luxury goods group LVMH, Li Feng, Kai Yun, and Chanel, Hermes, BURBERRY and other brands have experienced a slowdown or even a sharp decline in China.

Take Kai Yun group's first big brand GUCCI as an example. As of the end of March 2015, GUCCI's first quarter income fell by 7.9% on a fixed exchange rate basis, while Pra-da2014's net profit fell sharply by 28.2% over the same period.

They coincidentally slowed down plans to open stores in China, and even reduced the number of stores.

The change is particularly large in the first half of this year, and luxury brands continue to join the price cuts.

They give different reasons, such as exchange rate and tax revenue, and adopt different forms, such as VIP's internal preferential treatment.

Try to avoid damaging brand value.

For example, in February, the brand name of the watch brand, Hoya and real force, offered the same price strategy for the three places in Hong Kong and Macau; in March, Chanel announced the price reduction in the Chinese market, playing the role of price coordination in the global market; Cartire announced the price reduction in mainland China and Hongkong in April; the reason was exchange rate and tax changes; in May, media reported that Hermes was launching a VIP half off sale in a five star hotel in Hongkong; in June, along with the Chinese government's tariff reduction, Estee Lauder, L'OREAL and other high grade cosmetics also announced that they should comply with tariff adjustment and reduce prices.

In the past few years, a large number of stores opened up, resulting in a serious backlog of stock. Selling at a reduced price is also a business concept.

If there is any harm, GUCCI will be widely publicized through the social media before the price cut, and there is evidence that the so-called "breaking the news" is actually the advertising behavior of the brand side, which obviously can not minimize the damage to the brand.

GUCCI insisted that the seasonal clearance of inventory did not involve a price reduction strategy, and it had nothing to do with China's policy of lowering tariffs on some consumer goods since June 1st.

Not even looking for an excuse, GUCCI's "honesty" is admirable.

But GUCCI has already become a high-end consumer brand image.

The two characteristics of "conflict between sale and sale" and "luxury goods", which are seriously conflicting, are totally ignored by the luxury industry.

Some people even think that with the discount of GUCCI, it will withdraw from luxury goods.

However,

Instead, in a reply to a discount sale, "the current season discount actually represents the pformation of GUCCI in the direction of the new brand.

At the same time, we are also preparing for the 2015 autumn and winter series of new A-lessandro Michele, the new creative director.

Yes.

In addition to choosing to dispose of inventory, GUCCI, who was in trouble, pressed the hope of turning over to replace the work of creative director.

This is even their most important recent work -- from the fashion week to the American metropolis fashion dinner, GUCCI has no need to sell their new creative director Alessandro Michele and its new works on various occasions.

Throughout the history of luxury goods, the case of gifted creative director to achieve brand is common in the industry.

For example, Tom Ford, the creative director who led GUCCI to climb the Brand Summit ten years ago, and Marc Jacobs, the creative director of LV, who also has the same status and market success, took over Celine in 2008 and made it into a famous designer named Phoebe Philo, a hot luxury brand overnight.

But whether the success or failure of the whole brand is due to the designer's hand is too risky? Is it a mature brand? Besides, Alessandro Michele did not have any outstanding achievements in the past. GUCCI's current creative director Alessan-dro Michele was originally an accessory designer of GUCCI and served as an assistant to the former creative director.

After taking office, the brand has brought subtle changes, but the industry has not yet given a clear evaluation.

Of course, the experience of going all the way does not mean that A-lessandro Michele can not create miracles.

But for a company, it may be far from enough to rely solely on the inspiration of designers.