Why Do Consumers Fight For Supreme?

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The general anxiety of cards is different, and the tide of business is in the climax of consumption.

Today's millennial generation may not want to spend thousands of dollars on a luxury brand, but is willing to queue up for a pair of new tide shoes day after night.

According to reports, 54% of Chinese tourists to Paris are the millennial generation between 25 and 35 years old. Paris's long history and luxury brand make it a dream spot for many Chinese rich people to shop. But now Paris is attracting a new generation of tourists. They no longer care about high-grade luxury brands just like the older generation.

In fact, compared to luxury brands like LV, they are more willing to buy Vetements and other luxury brands.

Under the influence of hunger marketing and limited policies prevailing in fashion brands, huge demand and limited supply spawned a large number of shoe dealers and scalpers. They only grabbed the popular trend products and sold them to the crowds of fashion brands at a high price.

A large number of shoe dealers and fashion collectors enthusiasts take this opportunity to start their business and turn the trend sheet into a tool for making money.

Last week, according to the world clothing and shoe net,

Originals Yeezy Boost 350 V2 Zebra is officially available in 36 outlets in 16 cities in the mainland.

According to sources, the individual consumers in Shanghai iapm shopping center used the "technology" means to break through the official APP program with a single booking of more than 80 pairs of shoes by using the program. When they received shoes at the store, they caused other consumers' dissatisfaction, resulting in a brawl.

Although the security police then controlled the scene, many pairs of Yeezy Boost 350 V2 were thrown into the shoebox.

It is noteworthy that Adidas Originals originally planned to sell Yeezy Boost 350 V2 Dark Green, because the current production of shoes is only 600 pairs for the time being, and fails to meet the market needs, so Adidas Originals decided to sell Zebra as an alternative.

Recently, fashion brands have taken various measures to deal with ubiquitous shoe vendors and scalpers.

Take the Adidas NMD pre-sale as an example, buyers need to register the real name on the official link.

On the other hand, the list of consumers who have acquired the purchase qualification is extracted and published on the official website. When the buyer goes to the store to collect the goods, he must carry the identity card that matches the registration information.

DOE, the Shanghai fashion brand store, has many first class qualifications for the limited number of shoes, and the store has set up complex purchase procedures for creating a fair purchase environment.

Buyers need to apply for shoes first, then the store announces the list of consumers who buy shoes.

On the first day of some shoes, eligible buyers need to wear the same brand products of the shoe sales to the physical store for the products.

All kinds of checkpoints and identity authentication are designed to avoid the disturbance of shoe vendors to the market environment. With the increasing number of shoe vendors, the threshold for buying shoes has risen.

However, there are still some technical loopholes for consumers to make use of Nike's APP, which tries to use more sophisticated technology to win goods and resell.

For the real trend product collectors, no matter how difficult the buying environment is, they still regard the tide card as a belief and collect any brand item launched at any cost. Recently, the most popular is undoubtedly the creation of a large fan community Supreme.

Highsnobiety website has recently interviewed Joe Migraine, a collector who specializes in collecting Supreme products.

He began collecting Supreme related products in 2011, when he spent $100 to buy Supreme x Spalding basketball.

He put the window on the UV protection material, to prevent direct sunlight, resulting in product fading, regular cleaning products to maintain product integrity.

The products he collected ranged from skateboards to key rings, stickers, skateboards, pins and buttons.

The most expensive collection is the $1000 Supreme x Simpson helmet.

At present, the total price of all his collections has exceeded $100 thousand, and there is still room for huge appreciation.

The status of Supreme in the entire tidal power sector is unnecessary.

However, with the increasing influence of the tide on young people, the boundary between the tide brand and the high fashion becomes blurred.

The Louis Vuitton x Supreme series, which shocked the industry, has confirmed the failure of this line by practical action, and the series will be on sale next month.

Brand CEO Michael Burke has recently said in an interview that the supply of this series will be small in order to maintain the brand image.

This controversial joint series, though startling at first, actually meets the needs of both sides. On the one hand, the unattainable luxury brands take this opportunity to show the millennial generation. On the other hand, the trend brand has also elevated its value on the customer view through the joint opportunity with the high fashion fashion, which has brought a more positive signal to the trend investors.

Despite the fact that Supreme's loyal fans, the real skateboarding fans, did not buy it, they expressed strong opposition when the news came out, because the invasion of capital runs counter to the original belief of the fashion brand.

Now, the influence of Supreme and other street brands has changed a lot. Luxury brands are beginning to understand why a street brand can sell new products every week, and they can only queue up at a discount.

After just 20 days from LV's Paris men's wear week and Supreme, there was a news that LVMH group bought $500 million for Supreme.

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But in any case, the millennial generation with the potential of consumption is more willing to see the cross-border joint names of topic oriented luxury brands and fashion brands. In the short term, the joint market series based on market demand will continue.

The desire of the young consumers to buy the trend products continues to expand under the suppression of hunger marketing and limited policies.

In addition to buying at high prices from shoe vendors, there are more people who are not able to afford enough, but those who want to get goods choose fake ones.

Huge demand has created a complete fake production chain.

For Chinese fans, the term "Putian shoes" is no stranger.

In the 80s of last century, Fujian Putian already had the title of "China shoe city". According to relevant reports, there are more than 4000 shoe factories in Putian, with a total output value of about 60 billion.

Most of these shoe factories carry out trade and OEM processing business, so they have become the hotbeds of sports brand counterfeit shoes.

They have the ability to reproduce large numbers of shoes in large quantities, and at the same time cost less.

Early Putian shoes copied Nike and other international brand sneakers, but from the Yeezy shoes to the following popular shoe models, Putian shoes began to link up with the trend products and played an important role in the gray area of the trend business.

A foreign producer said in a media interview that many consumers failed during the purchase of Adidas OG White NMD, and its resale price was as high as 400 pounds.

They soon discovered that the Chinese factories had good replica templates, and then in the summer of, they explored the reproduction manufacturing and distribution chain in Putian, China.

"The demand for these replicas comes from dissatisfaction with the retail price and stock scarcity of genuine retail products.

Demand is booming, but the supply of genuine products is unable to meet customer needs.

Obviously, consumers' support for counterfeit products is because fashion retailers do not understand consumers or are not controllable.

The manufacturer emphasized.

Whether Alibaba in China or Amazon in the US, fake products are the most troublesome problem for retail business operators.

It is very interesting that the US electricity supplier giant Amazon has implemented the strategy of opening up to Chinese sellers in order to defend the Alibaba competition, resulting in the product of the electronic business platform can not be guaranteed.

An American media article pointed out that the Amazon e-commerce platform is gradually evolving into a distribution center for counterfeit goods. If the Amazon platform stops the sale of counterfeit goods, it will aggravate the phenomenon of counterfeit goods flooding through various platforms, leading to a decline in consumer confidence.

Louis Vuitton filed a lawsuit against the Florida state court in May this year. It said that more than 20 sellers were selling fake fake LV products with high imitation in Amazon. 15 suspected infringement trademarks, including LV classic letters and chessboard patterns, caused serious damage to LV's brand image and reputation. Therefore, it was requested that the court permanently prohibit the sellers from selling counterfeit goods and delete all LV counterfeit products, and demanded that every seller sell a compensation of 2 million dollars, which involved the amount of the final amount or 60 million dollars.

Previously, LVMH, the world's largest luxury group, has clearly stated that it will not cooperate with Amazon, an e-commerce platform.

But for the trend brands, the fake problem becomes more subtle.

Fake goods represent the strong desire of consumers, and desire is the direct product of the current trend of brand limited policies.

There are even analysts who believe that fashion brands are coexisting with fake goods, and the prosperity of fake goods represents the popularity of brands.

On the other hand, there are essential differences between fashion brands and luxury brands. The former mainly sells culture, and the process threshold is not high enough to be copied.

Therefore, the tide brand itself is hard to distinguish true from false, and can hardly stop counterfeit goods.

From the trend culture, fashion brands and fake goods can never be separated from each other.

Many tide cultures originate in the pursuit or resistance of poor young people to expensive luxury brands.

In the 90s of last century, the important part of the black hip hop culture was the worship and pformation of Ralph Lauren and other luxury brands such as the American middle class brand and Louis Vuitton.

The design of Gucci's early spring single product sleeves draws on the design of the Black Designer Dapper Dan in the last century, and the original logo printing is Louis Vuitton.

At that time, many black designers were recreating the luxury brand logo, and Shirt King, Cross Colours, Lo Life and other brands were the precursors of the contemporary brand.

Following the tradition of American fashion culture, Supreme has also produced limited print skateboards for LV printing, so she has also been involved in lawsuits, but has not resisted the joint cooperation between Supreme and LV.

Although no one can tell clearly whether Supreme is paying homage or ridicule or the ridicule of luxury goods by the civilian class, it can be seen that the appropriation of trademark logo is very common in tide cards.

Therefore, in the trend industry, the definition of intellectual property and fake goods becomes more difficult.

Another typical example is the Kuso brand Vetememes, founded by Davil Tran, which wrote "VETEMEMES" on Vetements's same raincoat last year.

The imitation Vetements's raincoat quickly went on the streets of every major website, causing crazy buying (though the fact that the brand did not decide mass production).

As the founder of Demna Gvasalia fans, he set up the brand's original intention so that more consumers who like Vetements can buy similar products.

After all, the Vetements logo DHL T-shirt, though standardized dress irony fashion, actually wanders on the edge of intellectual property.

Therefore, Vetements has a tolerant attitude towards its spoof brand.

The latest news about Davil Tran is that Demna Gvasalia is now the creative director of luxury brand Balenciaga, and has announced that it will launch the new Boolenciaga brand.

However, people in the industry are worried about their move, because unlike Vetements's openness, Balenciaga always sees brand patents and business interests. Davil Tran will face the risk of being prosecuted by Kai Yun group.

Conversely, the rising threshold of consumption, the endless counterfeiting, and the endless stream of topics are proving the brisk trend of business.

The luxury brand in the changeable market environment at the other end, the choice before them is to become younger or jointly.

More interesting reports, please pay attention to the world clothing shoes and hats net.