Luxury Brands Want To Share A Lifestyle In The Home Market.

In July, fashion retailer MatchesFashion.com advertising was full of Pendleton style printing, eye-catching colors and textured fabrics.

But the models didn't wear the most important fashion list this season.

The reason is very simple: they are the first household series for the electronic business platform as models, displaying blankets, plates and mats.

Luxury homes are now popular. Gucci, Loewe and other brands have extended from handbags, skirts and other items to household products such as chairs and porcelain. Besides, La DoubleJ, Loewe and other brands have set up a home design team. Virgil Abloh has jointly designed the Swedish household goods giant IKEA (Ikea), and has also released a series of joint home appliances design for Shrimps and Habitat.

Moda Operandi, a luxury electric provider, also added a fixed home decoration shopping section after several one-time joint ventures were successfully launched.

Entering the market worth up to US $649 billion is undoubtedly meaningful, especially for luxury brands.

To sell luxury goods, high-end retailers strive to sell beyond simple clothes.

and

The "way of life".

Adding household products to their product matrix helps to convey this to consumers.

Unlike fashion, beauty and other industries, the household goods and furniture market is largely dominated by professional home brands, and there is ample room for new players to enter the market.

After all, if the popular brands like Gucci (consumers buy their handbags and shoes must be robbed), they will also enter household products.

Consumers will also swarm.

"It's Gucci right, I don't think there's another brand that is more exciting for customers to get expensive pillows, candles and chairs," said MyTheresa President Michael Kliger, the online retailer of the Nyman Markus group (Neiman Marcus), which started the Gucci family series in the platform in June this year.

To a certain extent, the potential of home and decoration supplies has not yet been developed.

In the retail sector, the most active ones are fast fashion brands and discount businesses.

Inditex group launched the Zara Home in 2003, and launched H&M Home in 2009. At present, it has established 335 retail outlets worldwide.

Earlier this year, WAL-MART (Walmart) launched the "Virtual Home Furnishings Exhibition Hall", hoping to catch up with retailers such as Target and Amazon. After all, the two retailers have been investing heavily in the field of home furnishings of their own brands. "Target"

In the field of luxury goods, Fendi, Ralph Lauren and Giorgio Armani sell brand household goods for a long time. Until 2017, Gucci and Loewe launched their own household products series.

Although household goods

The growth rate is lower than that of luxury brand fashion and footwear (the former growth rate is 1.7%, while the latter is 2.4%), but with the increasing number of retail brands coming from non home and horticultural fields, the growth of the market is expected to accelerate.

According to Euromonitor International, sales in the market will grow at 2.3% annually from 2017 to 2022.

"Because of the diversity of products, the industry of home furnishings and decorations has been relatively dispersed," said Erika Sirimanne, director of research at the international home and gardening department. "To some extent, the potential of home furnishings and accessories has not yet been developed."

Although the products of Moda Operandi, MatchesFashion and other companies are at a high price, for example, the large candles from Gucci can sell up to 495 pounds (about 4402 yuan now), and some of the cushions cost up to 985 pounds (about 8760 yuan), but consumers have not lost their appetite.

The first step for Moda Operandi to enter household products is to cooperate with Martina Mondadori Sartogo, editor of Cabana, a magazine that focuses on home textiles.

The series has caused a lot of demand, so the suitcase show has been extended for three times.

"At that time, we really realized that," Lauren Santo Domingo, co-founder of Moda Operandi, said, "at the very beginning, we just did it by intuition, but many indicators showed that we did not go wrong."

Ulric Jerome, chief executive of MatchesFashion, said that their way of decorating interior decoration reflected their fashion attitude.

He said that he was also responsible for purchasing the new home edition, and is also the buyer and fashion team of MatchesFashion fashion and accessories.

"We want to sell our lifestyle to our customers," he said.

Moda Operandi used to encourage clothing and accessories designers to enter the household products field such as tableware, and have exclusive cooperation with Luisa Beccaria, Mercedes Salazar, Emimia Wicksted and other brands.

From Calvin Klein to Peter Pilotto, there are also many pieces of household products in Matches.

Brand.

Jerome said that the best selling Preen by Thornton Bregazzi and Luke Edward Hall in the past month were sold in the form of Moda Operandi exclusive collaboration capsule series.

The unique selection is the key to attracting shoppers from high-end department stores or professional home brands to retailers.

Luisa Via Roma launched the home appliance business forum in 2014, and co worked with designers for exclusive capsule series, including Matteo Cibic and Marcantonio Raimondi Malerba.

Valentina Ottobri, the housekeeping product manager, said this is one of the key differentiating advantages of Luisa Via Roma.

"We have studied a lot of niche brands and selected the most famous and Exclusive Designer Series," she said. "We have built close and in-depth relationships with designers and craftsmen. We or our customers have made special editions of the single products."

Selling household products also has its own unique challenges.

Compared with clothing products that are relatively simple, cheap and less likely to be damaged, chairs and such products are easy to be damaged and bulky, and candles and other products may also be subject to restrictions imposed by cross-border pport.

MatchesFashion's Jerome said that before launching the home products section, they worked hard in logistics to ensure that each product could be safely packaged and pported (in the retailer's iconic marble box) without fear of being damaged.

"You can do the best you can, but if the logistics are not done, you will miss the overall situation," he said.

But for many retailers, the household goods market is still small.

Today, Luisa Via Roma's household appliances department only contributes 1%~2% of its annual sales, while MyTheresa currently sells only Gucci's home products.

Kliger does not think much about household items deposited in Gucci, but despite the warm welcome of the series, MyTheresa has not yet made any further plans to enter the field.

"If you buy wallpaper for the family, at least for a time, your walls will be hard to change, but buy it.

Different, if you don't have interest after three months, you won't regret it very much, because it can wait for other suitable occasions to wear it again.