Lanvin How To "Anti-Aging"?

Lanvin (Lang Fan) started much more than most of the market today. Luxury goods The brand is long. It is one of the most famous luxury brands in France. It is located in the romantic Paris and has a long history of 100 years.

In 1889, Jeanne Lanvin (Jeanne Langwen) founded the Lanvin "romantic house" store at 15-22, Santa Anna street, Paris, which has been running for 100 years. It is one of the most authoritative perfume houses in the world. It is also the only oldest fashion store in the Paris high fashion shop. Once became a French senior. fashion The representative of the industry, and in fashion, perfume, accessories all aspects of the trend.

However, in recent years Lanvin Domestic and international sales were poor, and Lanvin, which lasted 128 years, was once again flagging.

　　 How did Lanvin create brilliant and exquisite quality?

According to people familiar with the matter, the French luxury brand Lanvin, which has a long history, is in an extremely dangerous situation and its sales continue to decline. It is expected that this year's losses will be further expanded or will be laid off again. The source added that Lanvin's sales fell by 32% in the first two months of this year.

In fact, Lanvin has been facing challenges in recent years. Many of the products on the brand websites are sold in discounts, and some products are even as low as 50 percent off. According to statistics, Lanvin sales in 2015 amounted to 200 million euros, compared with sales of 250 million euros in 2014, a drop of more than 20%. In 2016, its sales fell further 23% to 162 million euros, the first time in ten years, it was a 18 million 300 thousand euro loss.

The sluggish sales of Lanvin are closely related to the global market for luxury goods and the turmoil in the past. In 2015, the sudden departure of Lanvin's original creative director Alber Elbaz shocked the whole fashion circle. He worked for Lanvin14 years and was forced to leave because of major disagreements with the board of directors. It is reported that he left because of his disagreement with Lanvin, everyone, Ms. Wang Xiaolan and CEO Mich Le Huiban.

Alber Elbaz has the title of "the most chubby fat" in the fashion circle. Disney even has the image of him as the prototype. His design style is elegant and unique, and it is one of the most influential designers in the fashion circle. However, the way of Alber Elbaz's design is not smooth sailing. Before taking over Lanvin, his talent was once buried.

According to the world clothing shoes and hats net, in 2001, Wang Xiao Lan bought Lanvin from L'OREAL group, and commissioned the Israeli designer Alber Elbaz to undertake the important task of Brand Revitalization. Alber Elbaz became Lanvin, and also made a serious loss or even on the verge of bankruptcy Lanvin into the first-class Paris fashion house. The appointment of Alber Elbaz woke up the sleeping beauty of Lanvin. The brand also reached the peak of brand development in 2012. The brand annual sales revenue reached 235 million euros, and the operating profit rate reached 10~12%. With the announcement of Alber Elbaz's withdrawal from Lanvin, this is the end of an era. Less than two months later, the sales director, Alex Koo, quietly left, leaving Lanvin's heart more lax.

Last March, the new creative director, Bouchra Jarrar, presented a black and white style evening dress in September last year at the Lanvin women's wear conference. It was quite different from the Alber Elbaz's ethereal, lightness and feminine lines. A source said, "the sales of the first series of Bouchra Jarrar products are not good enough, and the performance of the second series is not much improved."

It is not easy for a brand to go through nearly a hundred years, especially in the fashion industry that is changing rapidly. After losing AlberElbaz, Lanvin's performance has been falling for thousands of years. In the global luxury market as a whole, Lanvin sales declined by 32% in the first two months of this year. Is it far from the strong performance of our competitor Gucci? Can the 100 year old French "national class" Lanvin still turn a profit?

　　 Although Gucci has been trapped in shops, its performance will definitely affect the development of Lanvin.

In contrast, Lanvin's rival Gucci has been very eye-catching. Although there is no escape from luxury stores, there are more internal reports that GUCCI plans to close 15 domestic stores by 2020. But Gucci's performance has been pretty good lately.

According to the financial report, sales in the first quarter of Gucci2017 were 1 billion 354 million euros, up 48.3% over the same period last year. Moreover, sales of all kinds of goods under the brand have achieved two digit growth. Sales of full price goods are also excellent. Sales of Direct stores increased by 51.4% over the same period last year. Among them, the growth of Western Europe and Asia Pacific region is the most prominent, which increased by 66.4% and 63.1% respectively, which once again proved the degree of Gucci's current fever.

The surge of Gucci performance is largely due to the Alessandro Michele, the design director who is very magic. This fashion leader who is good at integrating the sky and sky patterns and the whole zoo into the brand can display hundreds of years of reference materials in different times and places, and can also combine eastern and Western elements and even cross species, eventually creating a sense of cultural conflict. Constantly breaking all new and old elements and merging them, his design has created a new trend. Based on his bold exploration in the fashion industry, he was rated "one of the 100 most influential people" by the Time, and some newspaper called him "a fashion changer who grasped the spirit of the times".

From the strong product design, the combination of men and women, to invite the black people to shoot the advertising blockbuster and use the image of aliens as the models of autumn and winter, Alessandro Michele's new ideas make Gucci's brand characteristics popular among the people and unique, so that Gucci can quickly outshine many other luxury brands in the world.

In addition, online creative projects such as GucciGram, GucciGram Tian, TFWGUCCI and Gucci 4 Rooms have also been highly successful, and are highly recognized by young consumers. Among them, GucciGram Tian plays the main role in Chinese elements, and many artists also extend their creation on social networking Instagram.

Gucci in order to meet the individual needs of consumers, boldly reshaping products, changing from the old and outdated luxury brands to a fashionable, young and interesting new image, brings the sense of surprise, which has attracted the attention of millennial consumers. Although Alessandro Michele adopts a more exaggerated way of expression, it makes them feel the so-called brand uniqueness.

So called "Gucci" good momentum will inevitably impact the development of Lanvin.

　　 Brands may grow old, but consumer groups are not necessarily.

The fashion industry has always liked to incorporate the Gucci Gucci change with the concept of "younger". "Younger" is already a fashionable concept. It became the omnipotent vocabulary just like "go to LOGO" 5 or 6 years ago.

In recent years, the highly consistent movement of luxury brands in the domestic market is to compete for young people, including inviting young idols to become brand spokesmen and developing online shopping. For example, Burberry, whose performance is sluggish, invited Wu Yifan to show up in London Fashion Week and named it "brand global spokesperson".

According to Barclays Bank analyst, this star marketing has increased Burberry's sales by 2% in the quarter, and has greatly increased Burberry's recognition on WeChat. Adidas Original has also announced its new spokesperson. The country is Lu Han, the United States is Kendall Jenner, and two people have enough influence on the social network.

In order to attract the attention of young people, luxury brands finally gave in to the electricity supplier, and began to launch an electronic business platform or enter the third party electricity supplier. Dior also became the first luxury brand to sell handbags on WeChat platform.

When other luxury brands comply with the rules of commercial operation and turn themselves into ordinary consumer goods to boost their performance, Lanvin is becoming more and more like "luxury". Its position is so high that it has almost disappeared from the cloud. In the new media trend, the publicity strategy of the brand is not willing to lay down its role. In addition to playing the old man again and again as a model runner for years, there seems to be no special publicity for the public. Nowadays, users seldom discuss Lanvin again, and every time they mention it, it is always a slight "big card" to bring it back. The exposure rate is a hard nut to crack in the development of Lavin brand.

Today, people who control luxury and fashion have already undergone surprising changes. The world's richest people are getting younger and younger. The consumption power of this generation is expanding rapidly. If luxury brands ignore the existence of this crowd, it will be hard to arouse the attention of the crowd in the future, and then lose the market or even be marginalized. They no longer follow traditional department stores, and begin to focus on where to buy, what to buy, how to "personate", "quality" and "fit" as a measure of decision making.

In short, brands are old, but consumers are not necessarily. At present, most luxury goods and designer brands are trying to attract young people by digital marketing. However, most cases seem so far fetched or even embarrassed - like a middle-aged father who forced himself to dress up as TF Boys in order to be close to a teenage child.

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