High Flow Heat Can Not Cover Up Brand Losses. What'S Wrong With Designer Brand?

Since the 10th anniversary great show of Victoria Beckham moved from New York to London's old home, or in search of new breakthroughs, this year's 2019 autumn winter show is still being held in London Fashion week.

According to data analysis firms Launchmetrics report, British designer Victoria Beckham was once among the best in social media participation during the London Fashion week.

However...

It seems that he is still losing money. Does the heat of the conversation of Berberis bring the designer's brand?

Compared with the previous design, this season pays more attention to the upper body effect and the possibility of real wear. Maybe because in the second show in London, the 2019 autumn winter series used a large "British" lattice, retro fine lines and dotted lines, and added a touch of modern flavor to the retro sense.

The theme of the series is "elegant city girl" and has released 42 sets of look.

In the form of design, according to the designer, the design thinking comes from the diversity of women, graceful and ungrateful, decent but not dying.

Victoria Beckham is still a typical short cut and overlapping fashion. It joined the popular elements of the 70s, exaggerated shirt collar design plus retro grid elements and abstract chain printing, and added some fashionable changes in the simple "Bei Sao style" wardrobe.

The official propaganda before each big show has a very high topic, and this time is no exception.

Prior to the start of the show, Beth Sao announced on Instagram that the brand will officially join the "Fur-Free" army from the beginning of this season.

Why is the brand hot but high in years?

Although it has been highly topic oriented and admired, it can not stop the loss of Victoria Beckham, which reached 8 million 400 thousand pounds in 2016, while Victoria Beckham2017 sales amounted to 36 million pounds, with a loss of 4 million 300 thousand pounds.

Last year's losses even reached 10 million 200 thousand pounds, or about 90 million yuan.

Although the brand name is due to market expansion, it is not a good explanation for a brand that has been established for 11 years.

As a designer brand, Victoria Beckham inevitably has the general problem of designer brand, which is priced higher and has a single channel.

Most of the designers, who are the brand leaders, have a higher degree of concern at the beginning, but lack of follow-up business promotion and guidance. There is no mature mode of operation plus higher costs, leading to even higher than the first tier brand pricing, making subsequent development relatively difficult.

A lot of factors lead to the designer's brand most of today's pursuit of unique design, version or fabric. Compared with the commercial brand, the audience is smaller. Even the heat flow of the topic center such as Victoria Beckham has not become a mature brand that can be self-sufficient.

As the top brand in the social media participation during the London Fashion Week, every year the family members must be watching the show tradition. After the show, the designers and their families celebrated 1 million 600 thousand photos, and the MIV (Media Impact Value) amounted to $840 thousand.

Followed by the highest brands followed by Burberry, Vivienne Westwood and Alexa Chung.

Last year, they also boarded the British Vogue ten monthly magazine. To some extent, the brand can not be separated from the topic support of this family. But back to the most important design of the brand itself, the brand as designer wears the avatar, and on the whole, it can not pick out the big hair disease, but the attraction is not enough. Even the netizen Tucao called it a high price HM.

Even if there is enough heat, it can not withstand the successive losses of the brand.

Compared to the field of clothing, the earlier operation of glasses and other accessories and the newly launched Victoria Beckham Beauty are even more colorful.

Is designer brand so hard?

This year, designer brand is particularly evident in capital operation. In order to seek development and expansion, designer brand is gradually seeking help from capital.

Even the more mature designer brand Alexander Wang could not be avoided. Last year, it was visited the headquarters of Ruyi group, suspected to be seeking external investment.

For example, Thom Browne and Acne Studios will be more passive if they want to develop their brand.

And after being acquired, everything will be fine. The profit of commercial operation is the final judgment standard. If the performance is not good enough, it will easily be sold continuously, which will affect the brand's operation decision making harm foundation.

For example, designer brand Stella McCartney and Christopher Kane have been separated from Kai Yun group.

Why is the designer brand so difficult at this stage? From the point of view of price and positioning: the price of traditional luxury goods is high because the materials, workmanship, technology and design are all very expensive and the output is small.

Now, with the development of new media and information channels, and opening up the young market, the advantages and disadvantages of its own design process will not disappear. In contrast, the emerging designer brand is priced high, but it is not enough to match the quality and class level of the price.

From the perspective of product and cost performance, fast fashion's ability to reprint quickly is a heavy blow to the original designer brand.

A large number of designer brands with large numbers of products, low cost performance, and no perfect operation system are not competitive enough.

More because of the large number of unable to control, in positioning and pricing designer brand is somewhat high, high cost at the same time, blindly raise the price and not pay attention to the product itself, is the biggest problem besides the operation.

Although in the age of traffic, traffic will not be the only decisive factor, but the high exposure Victoria Beckham is still unable to stop the loss of brand. Beckham also beat all other luxury brands, becoming the most watched designer of Ins Story.

But at the same time, brand Victoria Beckham sales in 2013 has reached 30 million 390 thousand pounds (about 260 million), compared with the previous year's 15 million 760 thousand pounds growth of 92.8.

Fashion business is not easy to do. Designer brand still has many places to learn in brand operation and cost. But the most important thing is the quality of products. Capital is the key to designer's brand expansion. In the hope of long-term stable capital cooperation, designer brand still needs to use more beautiful data to win.