Old Luxury Goods Are Busy Saving The Market, Personality Is Light, Luxury Products Are On The Rise.

Light luxury goods, for short, "light extravagance".

The main meaning is divided into two aspects: the top designer's original design and high quality fabric technology; it is a relatively small consumer product, and will never become a street brand like a fast fashion brand.

In addition, unlike Donna Karan (Donna Karan), LV (Louis Vuitton), Chanel (Chanel), Prada (Prada) and other luxury brands, light luxury brands pay attention to quality.

It will not be as old as luxury goods. The luxury brand positioning is generally high-end, and ordinary petty bourgeoisie can afford it.

In recent years, the luxury goods market has been declining. Especially in 2015, the sales of old luxury goods in China are not optimistic. There has been a situation of closing stores and lowering prices or even leaving Hongkong.

In the first half of 2015, it was Herm s International SCA.

Sales growth slowed to 7%. Prada's (Prada) revenue plunged by nearly 20% in the first quarter of 2015.

This year, Gucci (Gucci) group, which has continued to regress its performance this year, made a 50% price cut in the two quarter, trying to boost sales through rare and long sales promotion.

In addition, Italy

Group Tod 's Group SpA net profit in the first half fell 10.3% to 5037.9 million euros, compared with 5615.4 euros in the same period last year.

In the same period as the Italy luxury group, AeffeSpA announced its first half 2015 earnings. As of June 30th, the group's net profit in the first half of the year was only 35 thousand euros, with revenue rising by 6.3% to 128 million 700 thousand euros and a 4.4% increase at the fixed exchange rate.

Faced with such an unhappy situation, in order to save the declining trend, the old luxury goods prices have been cut down to save the Chinese market.

In March of 2015, Chanel (Chanel) officially announced the price reduction, and fired the first shot of luxury price reduction.

After that, Dior (Dior), Prada (Prada) and Versace (Versace) joined the price reduction army.

In addition to price cuts, the luxury goods groups began to slow down the pace of opening stores in China, and some even began to shop down. This situation was most prominent in Hongkong. The scene of long queues outside the shop gate was no longer a scene. In August, Hongkong was constantly sending news of luxury brands.

The big market of traditional luxury goods is not good. In addition to other reasons such as "anti-corruption", there is a big reason because Chinese tastes are changing slowly over the past two years.

For Chinese consumers, brand awareness is not the only factor to choose products, but more importantly, product combination, innovation, update speed and price positioning. These are the basis for consumers to choose products.

This has led to a gradual decline in the sales of stores in China, with the classic brand as the main selling product and the expensive luxury brand.

It can be said that for Chinese people, buying luxury goods is no longer a mere show off, but gradually becoming a habit, a display of fashion personality.

In this case, the price is relatively affordable, the style is relatively personalized and unique luxury goods, custom brand rise.