The Domino Effect Of Luxury Discounts Has Become "Normalized".

The high price of luxury goods once discouraged many consumers, but it also gave the space for the less luxurious people to live. There was a big sense of design, but the price was much cheaper, which captured many people with financial pressure. But the luxury has not been long. The recent earnings figures are much worse.

With the reduction of luxury goods such as Chanel, the Domino domino effect has gradually emerged. The faces of the extravagant people were ugly. The Michael Kors, which used to create the myth of stock market with light luxury, has recently been sent to VIP, which is as low as 50 percent off. The reporter saw at his Hangzhou Tower store that 50 percent off of the bags had six or seven models. "This black bag sold 8 yesterday." The salesperson said that the handbag was less than 2000 yuan after the discount, and it was almost out of stock.

　　 Coach The three quarter earnings report showed that the reduction of online discount and discount stores had a negative impact on the same store sales in the North American market. "Everyone is used to buying. Discount? It's not easy to get back to buying the positive price, not to mention that the big players have been giving a discount. "Is that not the fuel?" an industry insider said. Indeed, at the recent discount season of big brands, the lowest price of 50 percent off has already led to cheap products approaching the price limit of light luxury, coupled with price cuts.

Yes Light extravagance For example, if we go along the old road, "zero growth" may be the foreseeable result, so rainy day is a must. Coach announced in January this year that it will spend $574 million to acquire high-end shoe brand StuartWeitzman, and formally completed the acquisition in May. This intention is obvious, it is to develop high-end lines. Although this action is not favored by the industry, it is believed that it will distract the companies in the transition period, but this action also indicates that Coach is aware of the crisis.

MichaelKors is also very busy recently. Besides focusing on expanding products in the footwear industry, men's wear has also become the expected growth point. In May 26th of this year, Michael Kors announced the appointment of Marcel Ostwald as the senior vice president of Michael Kors men's wear series. Michael Kors deliberately painstakingly dug him from HugoBoss, and Marcel Ostwald will take office in August 1st this year.