The Fashion Industry Is In A Rush To Shuffle, And The Trend Of Leisure Is Unstoppable.

Unlike other pient trends on the T platform, sneakers seem to have a "higher mission" for luxury brands, that is, they can get higher energy consumption and trend index in the minds of young people.

With the trend of the market and the dramatic changes in the market, how to better connect the millennial generation to become one of the biggest challenges facing the luxury brand?

Now sports shoes are starting to play the role.

Gucci's "Daddy shoes" Chunky Sneakers is heating up, and the brand is going to launch the gemstone tie shoes which can better reflect the Gucci adornment romanticism style.

BalenciagaTriple S is still hard to find, and new shoe sales even trigger the spring department store in Paris.

The Louis Vuitton2018 spring and summer series sneakers have swept through Instagram street. The exposure of social media has exceeded that of the handbags released during the same period. Creative director NicholasGhesquiere has taken advantage of the past 2019 early spring series to launch the knee length boots extended by sports shoes, which has attracted the attention of a large number of young consumers.

The picture shows Gucci's "Daddy shoes", which often runs out of stock in the domestic market.

Unlike other pient trends on the T platform, sneakers seem to have a "higher mission" for luxury brands, that is, they can get higher energy consumption and trend index in the minds of young people.

In 2014, the fashion circle began to start a athleisure movement and leisure trend, which means people wear sportswear except for fitness facilities. The Wall Street journal data show that the athleisure market was $35 billion in that year, and it is expected to grow by 40% by 2020.

At the same time, formal dress and street style have spread throughout the society in recent years.

According to the British Independent newspaper, after investigating two thousand employees, FirstDirect found that only 1/10 of employees said they would wear formal clothes at work.

70% of the respondents said they would feel more comfortable in casual clothes, and 43% of the respondents thought that formal clothes were no longer necessary for work. Instead, wearing formal clothes in the office would be regarded as incompatible with the crowd.

This also means that with the change of the overall dressing style of consumers, sports shoes as an integral part of the overall shape, luxury brands began to focus on this business.

The Adidas Stan Smith is worn by designer Phoebe Philo.

It is noteworthy that the brand shoes originally came from the sports center.

C, line's former creative director, Phoebe Philo, dressed in StanSmith, boosted the counterattack of the German sports brand Adidas, so that "little white shoes" occupied the fashion media coverage for a long time, making it a classic product that was widely recognized as "little black dress".

The Yeezy coconut shoes co launched by rappers KanyeWest and Adidas pushed the trend to a new height, not only because they used hunger marketing to improve exposure marketing methods, but more importantly, they made the sports shoes labeled "fashion" and created a brand category like Yeezy as between sports and fashion.

The popularity of sports shoes has caused a great impact on luxury shoes.

According to daily mail data, sales of sports shoes in the United States increased by up to 37% in 2017, about $2 billion 300 million, and sales of high heels in the period fell by 12%.

Edited, a market research firm, pointed out that the stock of high heels in the United States increased by 28% last year and widespread unsales are widespread.

The footwear brand attacking the US market has clearly felt the change in the market direction. In the third quarter earnings report of Tapestry, the US luxury brand Coach, the shoe brand StuartWeitzman became the only brand that the Group recorded a loss.

In addition, Michael Kors's acquisition of Jimmy Choo, Italy luxury shoe brand SalvatoreFerragamo and Tod 's group Roger Vivier are also doomed to misfortune.

Recently, the industry has often talked about a popular term FOMO (Fear of missingout). Some analysts say that this fear of "Miss" is also applicable to luxury brands.

The brand that did not introduce sports shoes was eager to enter the market, worried about losing the discussion and marginalized by young people.

Taking advantage of the overall rise of street culture in the fashion industry, Balenciaga is a direct beneficiary of the bursting strategy.

The picture shows the Triple S, which is rapidly exploding in China, which ranks first in the price and sales ratio of luxury brand sneaker.

With the trend culture, Millennial Generation and social media emerging, the fashion industry is in a stage of rapid shuffling.

Like other products of luxury brands, luxury sports shoes are mainly made up of brand premium based on added value of products.

Compared with handbags and other traditional leather goods, the raw materials and production cost of sports shoes are lower.

Because luxury brand shoes do not emphasize functionality, the cost of research and development is also compressed.

Low cost and brand premium make sports shoes have a higher gross margin, which provides a possibility for luxury sports shoes to become "cash cows".

A more crucial problem is that the group that is highly contended by the millennial luxury brands is also willing to pay for the brand premium. When buying luxury goods, they are less concerned about keeping value and investment, and are more willing to pay for novelty.

High pricing is not a key factor that hinders the purchase of the millennial generation.

Gucci and Givenchy's logo T-shirt, Balenciaga's Logo Baseball cap, C e line pparent PVC handbag...

These ordinary material products sell at a high price under the brand value package, even if the price performance ratio is low, they still capture a large number of millennial consumers.

The question is not price, but whether the product is attractive or not, and whether it is used by social media stars with strong appeal.

In fact, luxury brands are beginning to pay attention to the trend that has once been inconsistent with their nature. The reason is that young consumers around the world are becoming more and more important to the industry, and no one is more able to embody this trend than China.

Bain quoted an anonymous luxury brand executive as saying: "five years ago, China's luxury consumers were 10 years younger than other countries. Now this group is nearly 20 years younger than other countries."

Bain surveyed 1170 consumers earlier. 17% of them said they bought the first luxury goods between 15 and 19 years old, while 48.1% of them purchased luxury goods for the first time between 20 and 35.

On average, the millennial generation bought more, and in 2017, there were 8 luxury purchases, compared with 5 in other age groups.

The Transparency Market Research survey released a report last year that the sales of the global footwear market in 2017 will grow 30% to 2788.6 billion US dollars from 2157 billion in the previous year. The main brands that occupy the market will remain the mainstream brands such as Nike, Adidas, Puma, NewBalance and Asics, but the degree of fashion will become more and more important.

Data show that in 2016, the share of non sports footwear in the market was higher than that of sports footwear, and the Asia Pacific region was the largest selling market last year.

"The price is around 8000 yuan."

In comparison with the rigid handbag, the industry analysts say, especially young consumers, they only care if the brand's "present" is attractive enough.

The popularity of luxury brand sneakers has not only stimulated the growth of business performance, but also increased brand exposure.

In a conference call after the 2017 earnings announcement, Fran ois-HenriPinault, the CEO of Kai Yun group, said that the next brand that will break through the turnover of 1 billion euros will be Balenciaga. The fastest growth in the fourth quarter of last year is Balenciaga, and its sales growth is as high as 60%. In the second half of last year, its growth even exceeded that of the group's core brand Gucci.

Fran ois-Henri Pinault revealed that the best selling products of Balenciaga were handbags and shoes.

But for sports shoes, the product is more complex, not logo can be sold.

In the current market, many brands such as SaintLaurent and Valentino have introduced sports shoes products besides Louis Vuitton and other brand sports shoes. However, the response is not satisfactory.

The sports canvas shoes launched by Saint Laurent are written in SaintLaurent and common.

Too close, lack of special feeling and product description of "story".

The brand shoes introduced by Valentino are given the background of skateboard culture. For this reason, the brand also invited the brand ambassador Zhang Yixing to shoot a skateboard short film.

Although compared with SaintLaurent, the connotation of this kind of shoes is more abundant, but it has not become a "burst money".

The reason is that when people talk about skateboarding culture, young people think of not Valentino, but Supreme and Vans.

Although Vans's shoes are much cheaper than Valentino, they are considered to be more "cool".

This proves once again that for the millennial generation, the price level is not directly related to the attractiveness of the product.

Compared to "who is more extravagant", young people may be more likely to be "who is cooler."

It can be seen that luxury brands

Competitors are not necessarily luxury goods, and more and more.

Professional sports shoes, which undoubtedly add more challenges to this business.

And the change of production relations behind this is that luxury brands are involved in the field of professional sports shoes which are not familiar with the past, or more research and human resources budgets are being put into this field, and the sports shoes industry also focuses on the design and creative marketing, like luxury brands.

Therefore, the competitor of 8000 luxury sports shoes may be Vans of hundreds of yuan, or it may be a rebound of the signs of domestic products.

The increasingly fashionable Nike and Adidas competition is becoming more and more intense.

Before Adidas had conquered the fashion circle by StanSmith and Superstar, and reached cross-border cooperation with Chanel. After that, Nike adjusted the athlete professionalism strategy under the sense of crisis, launched Ultraboost, VaporMax and Air Max targeting young consumers, and Nike and Off-White founder's joint venture series also win the first round for the brand.

UnderArmour has become a victim of fashion change in sports brand, and is in a quagmire of performance.

In this case, luxury sports shoes need to be more clear about their market positioning, in the brand culture and product polishing on both sides.

As far as product design is concerned, whether it is the exaggerated geometry of LouisVuitton sports shoes or the shape of "old shoes", luxury sports shoes are usually highly recognizable, and a variety of bold colors or obvious logo reinforce this.

Compared with professional sports shoes, luxury sports shoes do not emphasize functionality, so appearance becomes more important.

Today, Gucci is aiming at the first throne of LouisVuitton industry. Chanel and Hermes are swaying between tradition and innovation. Prada is eager to revive its performance. Balenciaga, Givenchy and other brands aim at the 1 billion club.

A common problem with these brands is how to accurately grasp the trend and resonate with young consumers.

After Louis Vuitton and Supreme cooperation series was released, there was news that LVMH was willing to bid for 5 billion billion euros to acquire Supreme. Finally, although the news was denied by both sides, it is unique that LVMH announced in February this year to invest in the US sports shoe retailer StadiumGoods, reflecting its determination to further penetrate the trend field.

Sneakers will be a new opportunity.