Gucci Has Seized The Pulse Of The Times. Who Can Defeat It?

Geomancy turns around in business. In recent years, it is the turn.

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According to the world clothing shoes and hats net, Gucci has been fighting against the instability of luxury industry for more than 2 years.

Pulling down the horse, in the past 2017, Gucci became the most popular luxury brand again.

Correspondingly, Gucci has made a startling growth rate. According to the data, Gucci sales increased by 49.4% in the third quarter of last year, reaching 1 billion 550 million euros.

In the first half of last year, the sales growth rate reached 43.4%, reaching 2 billion 832 million euros. There is no suspense that it will enter the 5 billion euro club for the first time.

In addition to active investment in marketing strategy and digitalization, the aesthetic system constructed by creative director Alessandro Michele has become the driving force to promote the revival of Gucci. This aesthetic system is still a favorite phenomenon for consumers, reflecting the general anxiety of contemporary society with the development of technology, and the retrospect of romanticism.

According to analysis, Gucci grasps not only the trend of fashion industry, but also the pulse of the times.

However, no brand can last forever.

Especially when the tastes of young consumers are becoming unpredictable, Gucci ranked first in the second quarter of 2017, while Yeezy and Balenciaga ranked second and third respectively, according to the list of Lyst released by the global fashion search platform.

In the third quarter, by virtue of its joint series with Colette and the increasing influence of logo, Balenciaga has overtaken Gucci and won the top spot.

The picture shows the search platform Lyst released the top ten list of luxury goods in the third quarter.

Like Gucci, Balenciaga is one of the most disruptive luxury brands in recent years.

Founded in the post-war era, Balenciaga was awarded the unique design language of fashion history by the Spanish custom designer Crist BAL Balenciaga. He created an unprecedented sculpture profile, focused on the creation of fashion structure and overall shape, and was known as the architect of the fashion industry.

The simple and smooth profile of vision is often followed by the precise structural design of Crist BAL Balenciaga.

In 1986, Jacques Bogart S.A. acquired the Balenciaga fashion house and opened a new advanced garment line called "Le Dix".

Once again, the brand has been given vitality. It is the inheritance and innovation of LV Ghesqui Nicolas, the current creative director of re.

The printed armour of the spring and summer series in 2018 is still a masterpiece of Nicolas Ghesqui re. The designer's personal love for three-dimensional tailoring is closely related to the founder of fashion house Crist BAL Balenciaga, and printing adds a strong sense of modernity.

From the commercial level, Nicolas Ghesqui re has also injected unprecedented treason factors into the brand image through the explosive bag handbag, and has reshaped the brand image in a very short time and improved consumer awareness.

This handbag is still a brand signboard, and has made considerable sales for the brand.

The third reinventing sword of Balenciaga brand is the Demna Gvasalia which created the Vetements phenomenon, and the street fashion culture was first written into the connotation of brand.

Taking advantage of the overall rise of street culture in the fashion industry, Balenciaga has become the most popular luxury brand among young people in the past year, and is also a direct beneficiary of the explosive strategy.

Unlike Nicolas Ghesqui re, it is difficult for people to find the historical legacy of the fashion house on the brand product.

Everything except logo is new, but even the font of logo is changed by Demna Gvasalia.

According to analysis, young consumers no longer care about brand heritage. They only care if the brand's "present" is attractive enough.

Therefore, even though Demna Gvasalia has been criticized for the pformation of Balenciaga, it still can not stop the popularity of Balenciaga socks sports shoes and snakeskin handbags. The replacement logo has stimulated a new round of logo fanaticism, making Logo Baseball Caps and sweater become social media explosions.

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The picture shows Balenciaga2017 sports shoes, handbags.

On many levels, Balenciaga's innovation path is exactly the same as that of Gucci.

Just like Alessandro Michele's comprehensive innovation of Gucci, Demna Gvasalia has turned the brand from advanced customization to street culture, and its subversion is even more thorough.

More importantly, the creative director has achieved business success through mature product thinking while creating style.

At present, in the other luxury brands of Kai Yun group, besides Gucci, Saint Laurent and Bottega Veneta, Balenciaga is the largest brand of sales, accounting for about 20% of the sales volume. Analysts expect that Balenciaga's current sales volume is about $500 million, which is the potential luxury brand to enter the 1 billion Dollar Club.

In addition to Balenciaga, Saint Laurent is also regarded as another brand with potential to challenge Gucci.

According to data released by resale website Grailed, in the past year, among the 30 most popular and top traded brands in the year, the number one in the US was the street street brand Supreme. What is worth noting is that last year, the Gucci with the highest digital index ranked ninth in the list, and was surpassed by Saint Laurent.

Although compared with the fifth in the first quarter of 2017, it slipped and ranked eighth in the fourth quarter. However, it is the first time that the brand has exceeded Gucci in the same list this year. Saint Laurent is currently the second largest growth power of the group in addition to Gucci.

Paris Bank review of France, the malpractice of fast becoming popular is excessive consumption of the aesthetic fatigue, Gucci practice, in the long run, with the initial release of the new strategy results disappear, brand resources and reputation may be exhausted.

Skeptics also believe that in order to please young people, the brand once regarded as an eternal luxury symbol has become a changeable fashion brand.

But no matter how the position changes, the last big winners are Kai Yun group.

At present, Gucci, Balenciaga and Saint Laurent belong to Kai Yun group.

The three brand turns into the most popular brand and has become the embodiment of the competitiveness of the group.

Outside the second echelons of Balenciaga and Saint Laurent, the third tier brand represented by Stella McCartney and Alexander McQueen is attracting more and more young consumers by differentiated positioning and mature product strategy.

In particular, the Stella McCartney, which is the main environmental protection concept, has become the signboard of Kai Yun group's concept of sustainable development.

Global luxury online sales are rising rapidly, unable to conquer the risk that the creative directors of the millennial generation have the risk of stepping down.

Today, people who control luxury and fashion have changed dramatically. The millennial generation is becoming the main force of new fashion consumption. LVMH, the world's largest luxury group, seems to be changing.

In addition to LV and Dior, the group's most recent move is to speed up the pformation of C e line.

C line, which has been slow and more conservative, suddenly stepped into the digital market last year and runs counter to the core idea of soul and creative director Phoebe Philo.

After opening a series of actions such as Instagram account and its WeChat public number and testing water digitalization, C e line's first e-commerce platform was launched in December 5th.

Phoebe Philo, the creative director who has joined C line for 10 years, confirmed her departure at the end of December.

For the constantly digitized C e line, breaking up with Phoebe Philo is only a matter of time.

Cathy Horyn, a fashion critic, said in a commentary for media the Cut that the departure of Phoebe Philo marks the end of the "idle time" in the fashion industry because she is a designer for slow fashion.

The industry speculated that at the end of 2017, Phoebe Philo had a great relationship with C line, and C line line without Phoebe Philo was likely to become "second Dior".

LVMH chairman and CEO Bernard Arnault_ family investment company has a small number of shares of multi brand online luxury retailers Lyst.com CEO Chris Morton pointed out that more and more consumers are searching and buying products through the Internet. If luxury brands still choose to ignore digitization, they will be contrary to the needs of consumers, and will face the risk of being eliminated by the industry.

LVMH betting C Ye line is almost imperative. Digitalization is becoming the driving force of brand growth. Although LVMH group has never released the specific data of its luxury brands separately, according to the market, C line has a turnover of about 800 million euros last year and is about to enter the 1 billion euro club.

Nowadays, leading brands are not conducive to radical or even radical innovation. But behind the luxury goods group, they have to take market risks into consideration and become conservative. This is why luxury groups are increasingly eager to seek business returns.

You may ask why geomancy has taken turns to describe the rise of Gucci brand, which in fact indicates the discomfort of luxury brands.

Now the preferences of the millennial generation are too difficult to fathom, especially the young consumer groups in China are more happy and old, and their brand loyalty has been greatly reduced. They are reluctant to listen to luxury brands and change their interests and cool ways. The change of the industry environment has led to a result that the trend of a luxury brand will be shorter and shorter.

Some analysts believe that the senior executives of Kai Yun group are well versed in the popularity of luxury brands, so they will not place all their hopes on a brand, because no brand can be evergreen and must avoid risks and plan to build the next Gucci.

Gucci CEO Marco Bizzarri is also on the alert for high growth. He said on many occasions that the fashion industry is full of variables all the time, traditions and rules will be overthrown at any time, and consumers are the real leaders. To him, Gucci will always be like a start-up company, so that the brand will remain enduring.

Now, the decisive abandonment of brand heritage and the unhesitating acceptance of new things are becoming more and more brands to follow the way of business. However, the gradual change of luxury brands such as Prada, LV, Hermes and so on will continue to attract young consumers.

A data bank in Paris, France, cited Prada's gradual changes to the classic Saffiano series as an example, pointing out that Prada's innovation may be wrong, because the change is too small that consumers who have purchased Prada in the past may be "ignored".

LV successfully attracted the attention of Chinese consumers through the introduction of new collections and product lines such as "Capucine" and "Lockme" about five or six years ago. Last year, cooperation with street brand Supreme attracted many young Chinese consumers.

However, LV's latest work, "master" series, is working in concert with the popular artist Jeff Koons.

Gucci is running all the way and is now throwing pressure on its main competitor, LV. Obviously, LVMH will not sit idly by any brand that has a competitive impact on LV. Then the two will compete fiercely in the young consumer market.

Kai Yun Group Chairman and CEO Fran OIS Henri Pinault believes that the group's brand needs to introduce more young designers to keep up with the changing tastes of young consumers. "The key is to be creative. This is our bet. We can't beat them by history alone and quality. The younger generation has great demand for personalization."

In his view, creativity is a preservative for the relationship between the luxury brand and the new generation of consumers.

Who can beat Gucci? Now it looks like it may be itself.

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