Luxury Brand LV Announces Promotion Of "Show After Sale" Mode

Earlier, some people in the industry said, "

The fashion show mode may never happen in Paris, including executives of Sidney Toledana, the chief executive of Dior, who have renounced the strategy of "show after sale".

However, recently, the Paris based luxury brand Louis Vuitton chose to carry out some "handy products" on its newly released 2017 holiday series handbags.

The move shows that Louis Vuitton has officially joined the ranks of "show after sale", such as Alexander Wang, Burberry, Proenza Schouler, Tom Ford, Vetements, Thakoon and Thakoon, which allow consumers to buy new products immediately after the fashion show.

Prada, Moschino and Versace used to adopt some strategies for this series of products. But as the world's largest luxury group, LVMH's most important luxury brand, Louis Vuitton, implemented "show after sale", which is undoubtedly a blockbuster for Paris luxury brand show mode.

"Show after sale" as today

The most popular trend in China is to better satisfy the needs and desires of contemporary consumers with the latest products at once.

"These new consumers are no longer satisfied with the traditional marketing models in the past," said Roseanne Morrison, fashion editor of trend information group Doneger. "Now is a time of consumer control."

Prior to the analysis, for many people

The LVMH group's implementation of this latest strategy is only a matter of time.

Earlier this year, Bloomberg correspondent Kim Bhasin commented that "LVMH group and its many brands such as Louis Vuitton, Marc Jacobs" really need to adopt the strategy of "post show and sell". In addition to the flexibility of their supply chain, they need many other incentives.

Although LVMH's luxury brand Loewe adopted this strategy in 2014, it remains to be seen whether other luxury brands of LVMH group will apply this strategy.

Some analysts pointed out that today, Louis Vuitton also adopts this new strategy. As a luxury brand of Gucci, Paris, Saint Laurent and other luxury brands, Kai Yun group should be vigilant, and this new strategy should not be dragged on.

The chairman and CEO Fran ois-Henri Pinault of Kai Yun group, who had expressed their objection to the sale after the show, said: "in the luxury industry, I think this is a mistake. The concept of" show after sale "is a nightmare. Fashion show is an indispensable process of creation.

You can't make two of the creative process.

But now, for luxury brands, the incentive to implement the "show after sale" strategy is mainly due to competition pressure among competitors. It is unclear whether the luxury brands Givenchy, Celine and Dior of the LVMH group will follow suit.

Some analysts have pointed out that the online fashion and luxury market is becoming more and more important. Especially when luxury companies realize that increasing physical stores is no longer the only choice, luxury brands are now seeking ways to ease the decline in performance. "After the show" is perhaps a great frustration for the proud Paris giants. According to the latest quarterly report of LVMH group, the first quarter growth of its fashion leather Department has stalled.