"Event Marketing" Upgraded To Nike Shop Selling LV Bags

"LV will be in

Shop sales? "Media reports recently reported that luxury brand L V menswear art director KimJone has become the latest partner of Nike. Its social media Instagram announced the launch of a partnership with NikeLab, including footwear and apparel products, which will be officially launched in July.

Insiders told reporters that this should only be based on a product event.

"It is not selling LV products to stores, but selling them.

。

It takes both risks and risks.

"For LV, sales are down, old customers are losing, and the group after 90 is relatively slow. So it hopes to further sink its products and market to attract young people through cooperation with Nike.

As a mass consumer product, Nike also needs to enhance its reputation and expand its product line with the help of big names.

Zhou Ting, President of the Institute of wealth and quality, told reporters that such cross-border cooperation is "what they need".

"But this cooperation also has risks, especially for LV."

Zhou Ting said that the mass consumer product brand cooperation with Nike has a relatively large impact on LV core consumers: "because they slowly believe that LV is no longer a high-end brand, but a fashion boutique, and even become a popular brand."

Demographic changes lead to changes in demand

Chen Ke, Roland Begg's global partner and vice president of Greater China, said in an interview in Nandu that, in attracting consumers, the sports brand was before the "brand", and now it was turning to "product strength".

He said that the product strength is mainly manifested in three aspects: good quality, high cost performance, and new style.

"It is estimated that the price of LV designer's products sold in Nike should not be set too high, which may be around 1500-1800 yuan, so that consumers can still accept it."

Chen Ke believes that the fundamental reason for this change is the change in the structure of the consumption population.

Before the main consumption is from 70 to 85, these people have strong understanding of brand.

But after 85 to 90, more emphasis on individuation.

Therefore, Nike's cooperation with big brands will also help to highlight the personalization of its products.