The Once Luxurious Luxury Is Now Besieged By "Besieged City".

When the earnings report was issued in 2014, many investors favored "light luxury".

Compared to LV and Gucci, these old luxury goods only grow in single digits.

At that time, the sales of Italy light luxury leather brand Furla in the Asia Pacific region increased by 32% over the same period last year.

Fith&Pacific, whose brand is dedicated to the development of light luxury "Darling" Kate Spade2014 sales increased by 42% over 2013.

However, after a year, the performance of "light luxury" began to decline.

The third quarter of the 15% quarter of March 28th showed that its sales decreased by 15%, and that of the North American market dropped by 23%. In the first quarter of 2015, Kate Spade lost 14% of its net sales, but its net loss amounted to US $55 million 221 thousand.

In addition, including Michael Kors, Moncler, Ralph Lauren, including a number of light luxury representative brand, encountered investor rating downgrades, light luxury seems to "collective decline."

This year, light luxury goods took a roller coaster ride.

First, experienced rapid expansion of the market, and even European royalty personnel have become fans of light luxury, which once made the brand's scenery boundless, and even had great potential to compete with traditional luxury goods. However, in 2015, Chanel, Gucci and other brands either paved the way for the electricity supplier, or changed the designer's products, and began the "price cutting tide". When the traditional luxury goods and the light luxury prices were getting closer, more consumers chose the traditional luxury goods with greater brand influence, so that they would not be able to retreat from the "Besieged City" by surprise.

Investors in Wall Street say that the reason for rating the light luxury category is due to the tradition of LV and Hermes.

Lack of luxury

And personality, too catch up with popularity leads to ambiguity in brand positioning.

Compared with LVMH, Kai Yun, the three major brands of the group, and the "old world luxuries" of Chanel and Hermes, light luxury follows the quality first principle, while the price can make more people afford it.

The biggest difference between light luxury and Zara, H&M's "fast fashion" brand is that they often refuse to abandon the original design and quality assurance of the brand in order to update the frequency and dazzling style.

Today, as consumers become more mature and go to the trend of LOGO, light luxury has catered to the needs of some consumers.

When studying the causes of light extravagance in 2014, Zhou Ting, President of the Institute of wealth and quality, thought that the rapid growth of light luxury would be a flash in the pan.

In fact, "light extravagance" is a concept that is built in a certain historical period, that is, the rapid decline of big brands and the rapid rise of new brands.

Fashion people know that every year the four major international fashion week show is always the leading luxury goods such as Chanel and Dior, which once led the fashion trend.

The clothes on those show were known as "fashion on T platform".

They are just looking for popular elements here.

But in the past two years, "fashion on T" has become the "fashion of life". The fashion trend of clothing and leather goods is becoming clearer. Under such a background, light luxury has to return to its true style of fashion or fast fashion.

"Affordable" is just the marketing gimmick of the businessmen. The reporters observed that the so-called light luxury brands, many leather goods and clothing prices had a tendency to match the "old world luxury goods", and this year's "old world luxury" began to cut prices in China.