Prada, Why Were You Thrown Out Of The Devil'S Wardrobe?

Italy was once famous for its "Queen of Prada".

Prada, but now it is getting worse and worse. According to media reports, Prada's net profit in the first quarter has plummeted by 44.2%. Once the first-line brand has been replaced by the fast fashion brand, what should Prada do?

Downturn is not a good excuse.

The luxury market continues to be worrying, but the big groups and brands are fighting for the recession.

Chanel has cut prices, Dior has cut prices, Patek Philippe has also cut prices, Hermes has raised prices in Europe and does not contain China; Gucci's performance is not good enough, but it has made 50 percent off quick liquidation, and has been striving to rush ahead of the year.

No matter how proud they are, everyone is working hard.

When your opponent is spelling, you stay in the same direction.

What did Prada do on the road to recession?

In the first quarter of April 31, 2015, Prada group's net profit was only 58 million 745 thousand euros, and the Asia Pacific region's performance was seen as a drag on the brand's extreme recession.

The Asia Pacific market plunged 17.2% in the first quarter, which accounted for about 37.8% of the whole group.

The core brand Prada of the group declined in addition to its sales in other parts of Europe.

Analysts in the industry have reached a consensus that the brand has come to life and death.

The devil is abandoning Prada.

"Even in today's China,

No one will laugh at your poverty, but laugh at your lack of taste and style.

This is no longer the world of brand names. No matter whether the brand positioning is high or the price is close to the people, it is necessary for consumers to open their wallets for some sufficient reasons.

For example, product quality is high, or positioning reflects the quality of consumers, or the design is unique.

If they are inferior to competitors, it will be difficult for consumers to make the final choice.

This is the collective embarrassment of luxury brands.

Forbes website quoted JLL, a consultancy, as saying that although luxury brands like Gucci are very resistant to the emergence of fast fashion brands, the reality is that luxury brands do need the popularity of fast fashion brands.

Looking back at all kinds of Star Street pictures at home and abroad, it is rare to see someone directly putting on a brand name, and seeing fewer stars and daring people wearing a pair of Prada high-heeled shoes.

In fact, this is not a perplexity of a brand. Even the new Michael Kors is no longer exposed. Many small designer brands mix ZARA and H&M in newspapers, magazines and streets.

There is a saying in fashion circles, even in today's China, no one is laughing at you, but laughing at you. Woodlouse has no taste and style.

Whether it can quickly cater to consumer demand determines whether the brand can continue to improve.

This is like the business rule of all industries - the market is king.

What has been done so badly?

"This is not the first performance warning of Prada, and the worst performance since the launch of the stock market has long been a clue."

Prior to that, Prada chose to list in Hongkong, China, which means the importance of the Chinese market.

However, in the market which accounts for 37% of the business, Prada's brand reputation is declining year by year.

Design is a fashion pass.

"Prada although there are many new products, there is no breakthrough.

Killer products such as killer killers have not appeared for a long time.

Open the official web page of Prada.

Color, bag main map is not very attractive, although the blockbuster still looks delicious, but now the product is the core.

Open the official website of Hermes, in addition to having more childish interest, there is also a small game of selecting silk scarves to simulate the trial effect.

Don't belittle this point. It's enough to win more than anyone else.

In the first half of this year, Prada introduced a Flower Flower Eau De Toilette, an excellent series of men's perfume, an autumn and winter series of glasses...

However, the popularity of these products is not high.

A survey shows that the relationship between Chinese consumer behavior and star show and advertising marketing is very close.

If the brand can not be covered by a good sense of the total amount of brand information that consumers get, or it can resist the information of negative quality and price reduction, it is very difficult for Chinese consumers to take the initiative to retrieve brand advantage.

It's not fair, but that's the reality.

The romance and sensibility of Italians also made the brand on the verge of decline several times.

This time, we have encountered the crisis of history and brand.

Zhou Ting, President of the Institute of wealth and quality, said that the road to redemption of luxury brands is a pformation of fashion brands, and the two is to enhance quality and create ultra high end brands.

In the two mode, the former performance has slipped but the Coach has been pformed from the luxury fashion to the high-end fashion.