Subtle Relationship Between Luxury Brands And Fake Products

Maria Grazia Chiuri, the creative director, has achieved initial success in bringing younger initiatives to Dior.

In just half a year after taking office, he created a highly recognizable single product for the brand.

The most proud thing is not.

Democracy.

It exists simply because some people can have products that other people can not own. This is also the driving force for luxury brands to continuously upgrade their products, and is also the reason why the whole industry is so attracted.

According to the world clothing and shoe net, in the 80 and 90s of last century, because of the limited access to luxury brands, it was also the golden age of Luxury Retailing. Some luxury brands could make big money only by selling classic styles.

But now the industry has undergone tremendous changes.

In recent years, Luxury Retailing has been under constant turbulence. In order to seek the pressure of growth in performance, it has become a highly consistent move for all luxury brands to create "burst money".

The so-called "explosion" refers to the sale of goods, in short supply, high sales of goods, usually said to sell a lot of high popularity of goods.

In fact, you will find that behind the luxury brands with outstanding performance is the continuous manufacture of their own "exploding money".

Maria Grazia Chiuri, once co creative director of Valentino, has swept the fashion house of Italy by virtue of "explosion" Rockstud shoes, and has become a hero of double turnover of Valentino.

In the background of a downturn in luxury goods, Valentino achieved a total sales of 1 billion US dollars in two years, while accessories accounted for half of the total turnover.

Some analysts pointed out that Dior CEO Sidney Toledano may also be the Maria Grazia Chiuri's "exploding" manufacturing capability before she joined the Dior.

Although there are various controversies, Maria Grazia Chiuri initially proved herself after taking office 1st anniversary.

Whether it was the "We Should All Be Feminists" Manifesto with feminism before.

The white ribbon J 'ADIOR cat shoe and the wide belt handbag decorated with J'ADIOR metal logo have become a highly recognizable "exploding" single product frequently appearing in social media and street shooting.

Dior is also trying to conquer millennial consumers by "exploding money".

In its latest earnings report, LVMH group stressed that its Dior fashion department, which bought $6 billion 500 million this year, has contributed greatly to the growth of sales.

According to statistics, Dior recorded an organic growth of 12% in the first three quarters. The Group expects Dior fashion sales to expand to 3 billion euros in 2020.

In fact, the joint series of LV and Supreme is another form of "exploding" manufacturing.

LVMH group has said that this year's LV x KOONS and LV x Supreme series have received a positive market reaction, which greatly enhanced the exposure and influence of the brand in social media, and made a great contribution to the growth of brand performance.

Some analysts say that although LV is several times higher in popularity than Supreme, the biggest benefit should be LV. It has opened the door to the world of young people, and has won numerous attention and exposure. It is not only the sale of "explosive products", but also the activation of young people's market.

In the first half of this year, the LVMH group's fashion and leather products department was the best performing category, with sales surging 17.2% to 6 billion 890 million euros.

With the rise of young consumers, social media has played a role in creating the "explosion" chain, and fashion bloggers have intensified the trend of consumers.

For example, many famous fashion bloggers wore Gucci fur slippers, which led to discussions on the topic of matching, which exacerbated the popularity of "explosion".

Thanks to the continuous launch of the Alessandro Michele, the Gucci has become the most outstanding luxury brand in the past 2 years, and its sales revenue has exceeded Hermes for the first time in the first half of this year.

In the Chinese market, the pursuit of commercial interests by luxury brands is also reflected in the increasingly frequent hiring of KOL. These KOL can make use of their influence to create "burst funds" and reduce the risk of their own creativity.

Luxury brands such as Burberry, Dior and Jaeger Le Coulter watch are competing to promote their products by engaging stars such as Wu Yifan, Lu Han, Angelababy and Papi sauce.

Dior even announced that Angelababy and Zhao Liying became Brand Ambassadors this year. Michael Kors took away the queen Yang Mi with goods. One thing in common is that these stars KOL have many fans in social media.

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But on the other hand, the popularity of "exploding money" is also wary of luxury brands.

The scarcity of luxury brands leads to fashion, always in the position of first mover, and the specific class shows its taste and wealth in the consumption of new designs. In China, luxury consumption is ostentatious for most consumers, so it is an exclusive and distinguishable commodity.

However, when the crowd of people is sought after, fake goods will grow, and "burst money" will become a "rotten Street", losing individuality and taste.

Obviously, this is a blow to luxury brands.

This also means that the exclusiveness of luxury brands is decreasing, and the symbolic value of products will disappear and fall into the conventional pattern.

If the original brand of the luxury brand is the leader of the trend, the rotten street is the terminator of the trend.

As a result, consumers who buy plagiarism to save money turn into fast fashion shops.

Therefore, from the early Swedish H&M to the Spanish Zara, once the fastest speed of the US Forever 21, can be traced back to their plagiarism of luxury brand design, the use of low-cost production line, quick innovation and profit.

Fashion has its natural cycle, and the existence of "rotten Street" has shortened its time from rise to decline. As a result of its achievements, luxury brands have begun to apply for design patents to resist the rampant plagiarism of fast fashion brands and light luxury brands.

For example, Yves Saint Laurent has obtained 8 design patents granted by the United States Patent and Trademark Office, and Louis Vuitton has also added 6 design patents, and Bottega Veneta and Balenciaga have received 3 and 2 design patents respectively.

Last year, C line first sought legal protection for his handbag because of the rampant counterfeiting.

The handbag is designed by Phoebe Philo, the brand creative director. Luggage Tote is one of the most important styles of the C e line leather series. It is regarded as the representative work of Phoebe Philo rewriting the historical design of C line brand. In 2012, it was praised as the most popular "It" It It.

In order to crack down on counterfeit products and slow down their products to a rotten street, after 3 years of confrontation, Gucci finally reconciled with Ma Yun.

In the Chinese market, luxury brands are taking measures against counterfeiting products to become "rotten streets". This year, Alibaba set up the world's first "big data counterfeiting alliance". LV became the first member of the alliance. Last May, LV joined hands with Guangzhou police and Dubai police, together with the support of Alibaba's anti-counterfeiting team, and seized a hundred million counterfeit gangs with annual output value.

After 3 years of confrontation, Gucci will finally make up with Ma Yun, or will work together to expand e-commerce cooperation.

In July 2014, Kai Yun group began accusing Alibaba of forming a gang with a number of unidentified businesses and jointly selling counterfeit Gucci handbags to make profits.

For example, the original price of the Gucci handbag is 1250 dollars, and the selling price of the counterfeit company is set at 18.99 dollars.

Some analysts say that behind these measures is the control of luxury brands to the popularity of the explosive products. It is necessary to maintain products as explosive funds but not to become rotten streets. This is a tough challenge for luxury brands, especially in the Chinese market, and how to maintain the right rarity and specificity.

However, two American law professors, Kal Raustiala and Christopher Sprigman Sprigman, decipher in the co authored book "plagiarism Economics: imitate how to stimulate innovation", plagiarized fake commodities promoted the popularity of "exploding money".

According to the survey conducted by the US Bureau of labor statistics, the average price survey of high and low price fashion from 1998 to 2010 shows that although the retail stores are full of fake fake goods, the price of the luxury brands still rises by nearly 250% in 13 years, which proves that fake goods have forced the development of fashion and creative industries.

If a brand does not fire, it will see that its fake products are not many. This also implies the subtle relationship between luxury brands and fake products.

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