Design Still Plagiarize "Small CK" Luxury Parity "Substitution" Business

In the social platform such as Xiao Hong Shu, "small CK" quickly grabbed the young consumer market with the advantage of fashion and cost-effective.

Beijing Commercial Daily reporter noted that the "CHARLES", known as "CK", has become popular among young people. Besides fashion and avant-garde design, it is also known as a "luxury brand substitute" by consumers.

Among them, GUCCI classic Dionysian bag, CHANEL classic diamond bag and DIOR Princess bag, and even MK, Furla and other light luxury brands, can be found in the "small CK" bag of substitutes.

At the same time, the brand has labeled "fast fashion" for itself since its inception.

But the brand target customer group, precisely positioning the current consumer mainstream consumer group, has not been affected by the fast fashion recession, and has become popular in social media.

In the field of fashion experts, the brand has a fixed customer base and has a certain influence, but how to extract brand elements, from the net red brand to the real fashion brand is very important.

Popular network

With product design and parity, CHARLES & KEITH has quietly entered the net red camp and occupied the share of the young consumer market.

The Beijing Commercial Daily reporter saw in social media that many consumers and fashion bloggers recommended the "small CK" explosion in social accounts, and labeled the brand with "parity", "face value high" and "utility".

At the same time, Beijing Commercial Daily reporter noted that, as a fast fashion net red brand, CHARLES & KEITH not only has a large number of purchasing agents, but also in the market has also emerged a lot of fake goods.

The reason for this phenomenon is that many brands of the brand can not be bought in China, and they need to purchase help in the international market.

Beijing Business Daily reporter learned that this network red brand was founded by Charles Wong and Keith Wong brothers in Singapore in 1996, CHARLES & KEITH, its products involve shoes, bags, belts, sunglasses, bracelets and other fashionable accessories.

The brand opened its first store in Shanghai in 2010 and quickly expanded to nearly 200 stores in the Chinese market.

The Beijing Commercial Daily reporter saw in the brand official website that the brand currently has 13 stores in the Beijing market, which are located in the shopping mall with large traffic volume and young people as the main customers.

At the same time, apart from the official mall, the brand opened its official flagship store in Jingdong and Tmall respectively.

Big name substitute

Beijing Commercial Daily reporter noted that the rise of CHARLES & KEITH is at the ebb tide of fast fashion brands such as ZARA and H&M.

With the growth of the fast fashion industry slowing down and the growth mode entering the bottleneck stage, CHARLES & KEITH, a bag based product, has been expanding rapidly in the young consumer market during this period.

The Beijing Commercial Daily reporter visited the shopping mall and found that the store under the brand line adopted a consistent visual merchandising design and standardized seasonal window layout, with the corresponding seasonal themes for display, so that consumers can see clearly the trend of the season.

At the same time, in the product layout, each store's bag products occupy the main volume of the store, and only a few stores are mainly shoes.

In addition, the online store has a flagship store in Jingdong, which is mainly bag products, with some accessories and shoes. The Tmall platform has two flagship stores, a comprehensive flagship store, and a luggage flagship store.

But the design of the brand is exactly the same as the classic elements of many luxury brands.

Beijing Business Daily reporter comparison found that CHARLES & KEITH's "metal decoration modern round sunglasses" and Chlo's light gray gradient lenses glasses from design to color almost the same. In addition, CHARLES & KEITH's Dionysus bag is also used as a substitute for GUCCI's Dionysus bag. In addition, luxury brands such as Celine, Loewe, YSL, etc., can find similar elements in all inclusive "small CK".

Multiple challenges

It is not hard to see that CHARLES & KEITH has maintained a strong social media presence, featuring brand style icons and online interaction, while developing brand awareness and building strong brand loyalty.

In the view of Zhang Peiying, honorary consultant of the China luxury Confederation, CHARLES & KEITH has certain influence in the market, but it has not attracted the attention of the industry.

It is noteworthy that CHARLES & KEITH triggered a consumption boom partly due to what consumers call "luxury goods parity alternatives", from higher sales of bags to shoes, glasses and other accessories. Many product designs have the shadow of luxury brands.

Zhang Peiying further said, but the brand character is more inclined to fast fashion and net red brand. In order to achieve further sustainable development, CHARLES & KEITH also needs to adjust layout, further lock customers, expand groups, extract brand specific DNA, form stable channels and market share, and determine brand tonality from price positioning, product design, material quality and so on.

He emphasized that there is still a great gap between the pition from products to brands. It remains to be seen whether CHARLES & KEITH can pition from net red brand to fashion brand.

Author: Wang Xiaoran Wei Ru