LV "Lay Down" And Launch Joint Product With Nike

Can not afford to sell bad sales, France famous

Brand LV also "lay down", and the world-famous sports brand.

Launch joint product.

Compared with the past

The brand is competing for luxury brand cooperation.

The industry believes that the two sides will take their own needs. LV will test the mass market through cooperation, and Nike will take the opportunity to enhance its reputation.

LV menswear art director Kim Jone has recently announced that it has become the latest partner of Nike, and will launch a partnership with Nike Lab to launch footwear and apparel products, which will be launched in July this year.

At present, Nike has not yet announced the specific selling time and participating shops.

The industry believes that luxury brands allow their creative directors to cooperate with other brands in their personal name. They hope to "Nike thigh" to increase brand exposure and gain popularity.

According to relevant sources, the sportswear series designed by Kim Jones for Nike Lab includes men's and women's jackets, jackets and trousers, which are priced at between $65-275.

Insiders expect that the cooperation between Nike and LV will trigger a panic buying rush.

LV is the first time that the director of art has launched a joint product with the popular parity brand.

Many luxury brands have co worked with fashion brands, but LV has remained highly cold. It only launched cooperation with Kusama Yayoi, Stephen Sprouse, Wakubo Rei, Richard Prince, Murakami Takashi and other world-renowned designers.

The global luxury market has declined, and LV performance has not been ideal or even zero growth in recent years.

According to the data released by LVMH group of LV parent company, as of the end of March, the income of leather goods and fashion department of group 1/3 income and nearly 3/4 profit increased by zero, far below the 4% increase in 2015.

The product is not sold, and the value of the brand is also shrinking.

On the list of the most valuable brands in the world released by Forbes in May, Nike beat LV with $27 billion 500 million to become the most valuable brand in the global apparel industry.

"Sportswear" is rising as fashion trend.

The analysis shows that LVMH group will not continue to lead in the increasingly competitive fashion market without changing its marketing strategy and product positioning.

The industry believes that changes in consumer groups, "after 85" or even "after 90" has become the main consumer, their tastes are more emphasis on personalization, and the launch of a new joint name of luxury goods can effectively stimulate the purchasing desire of these consumer groups.

Zhou Ting, President of the luxury goods field and President of the Institute of wealth quality, believes that with the gradual loss of the old customers and the slow entry of the "post-90s" emerging consumers, LV has encountered unprecedented sales pressure in the past year. "LV and Nike will work together to test the water in the mass market, and further let the product go on the road of cost-effective, and attract products and market to attract young people."

Zhou Ting said that luxury brands are making efforts to further fashion and popularization through product innovation, especially through the cooperation with the mass consumer brands.

"Such cooperation is very risky for LV.

Consumers may gradually believe that LV is no longer a high-end luxury brand, but a fashion boutique and even a popular brand.

LV should maintain brand reputation. "