Louis Vuitton Is The Pformation Of Emerging Consumption Patterns.

Louis vuitton series perfume is officially on sale in the mainland stores, Shanghai is the first place, and Guangzhou is expected to be launched in August.

To ensure the scarcity of products, the series of perfume products are sold only in brand stores, while the price of 240 US dollars is higher.

It is reported that Louis vuitton has been ambitious to enter China.

However, there is news that China's customs policy has been delayed for only one year before entering the mainland market.

Louis Vuitton's 70 year old perfume business is a high-end luxury style.

The brand also attaches great importance to the newly launched perfume business. It invites renowned Jacques cavalier to modulate this series of perfume, set up perfume factory in Provence area of lavender planting area in France, and from last year, shifted most of its focus to the promotion and marketing of perfume category, and invited French actress lea seydoux as the leading role in the first advertising blockbuster.

Last July, Louis Vuitton officially launched 7 fragrances to its 473 global stores.

The current luxury market environment is obviously the direct reason for Louis Vuitton to regain its perfume business.

The chairman of the LVMH group and CEO Bernard arnault of the parent company are quite optimistic about the market opportunities of perfume business.

Louis Vuitton CEO Michael burke also revealed in the media interview that the brand looked at the current market timing. In the past few years, the high-end perfume line had not yet matched the mature audience. With the perfume market moving from the public to high-end products, consumer awareness gradually improved. Now it is the right time to launch the high-end perfume line.

On the other hand, the perfume business is also becoming the growth engine of luxury brands coveted.

Analysts say that the main purpose of Louis vuitton's re launch of its perfume business is to stimulate growth in performance again.

Fashion headlines

LVMH group's 2016 annual sales grew by 6% to 376 billion compared with the same period last year.

Among them, the perfume beauty makeup business battalion contains 8% of the high number of organic growth.

The group emphasized that the growth in the 2016 fiscal year largely benefited from the rising sales volume of the group's core brand LV perfume series, Marc newson's newly launched horizon suitcase and classic products.

John guy, an analyst at mainfirst bank, points out that nowadays luxury brands are so competitive that brands need something else to attract customers to stores.

He predicted that the perfume category could increase the annual income of Louis vuitton by more than US $500 million over the next few years.

LVMH's part in the perfume business is also due to uncertainties in traditional businesses such as garments and handbags.

In the first half of last year, LVMH group's fashion leather business revenue and profit recorded a negative growth, which is the only group of LVMH group that recorded revenue and profit losses in the first half of 2016.

Although the growth momentum has been regained in the third quarter, it seems that the development space of clothing and leather goods sector is now full of challenges.

Nowadays, the millennial generation in China is becoming a new growth point of luxury brand performance. For the new generation of wealthy consumers, traditional luxury goods are common, accessible and lacking in freshness. They are eager for more special services and personalized lifestyles.

In this way, Louis vuitton is aiming at the pformation of this new consumption mode.

Now, luxury brands are beginning to realize that

Home, travel and technology will be the new growth point that the industry will pay close attention to next.

More attention should be paid to the world clothing shoes and hats net.