• <abbr id="ck0wi"><source id="ck0wi"></source></abbr>
    <li id="ck0wi"></li>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li><button id="ck0wi"><input id="ck0wi"></input></button>
  • <abbr id="ck0wi"></abbr>
  • <li id="ck0wi"><dl id="ck0wi"></dl></li>
  • Home >

    Z Generation Has An Impact On The Luxury Industry, And Luxury Goods Are Also Snatching Young People.

    2019/3/8 10:49:00 43

    Luxury Goods

    China has the world's youngest luxury consumer.

    They are mature "digital aborigines". They grow up in the only child families. They can not get away from paying phone bills or buying luxuries.

    This generation has brought unprecedented changes to the luxury industry.

    This change can provide companies with many opportunities to enter the market from different angles.

    For example, the luxury brand Grey created by two university students in Singapore, in order to attract the consumers of the technology generation, the brand CEO KevinWu brings forward the concept of luxury, launching the first luxury coin bitcoin purse (cooperating with Trezor, the hardware manufacturer of bitcoin wallet), which sells much higher than most of the luxury wallet that uses traditional banknotes - over $1000.

    When most luxury brands compare with the experience of bitcoin almost zero, young companies like Grey dare to think differently in order to create new markets, and also achieve breakthroughs in the industry.

    A similar trend of innovation is sweeping the sports shoes market.

    The Venice Beach brand No.One, based in Losangeles, takes DNA as its skateboard, breaking the footwear market with the best quality leather and traditional clothing and shoe technology through customized sports shoes.

    The company's online series has been sold out in a few minutes, attracting consumers from all over the world.

    But this Z generation of sports shoe hype has just begun.

    Look at the increasing brands of Off-White, Gucci, LouisVuitton/Balenciaga, even Aadidas and Nike. Their high-tech and high-end product lines also give us some insight into the future innovation of luxury footwear industry.

    Take MaisonMargiela's dirt sports shoes as an example - this shoe expands most people's idea of luxury.

    But when I showed to a Z generation friend who was addicted to sports shoes, she immediately responded that she felt cool.

    The change in the taste of the Z generation has a fatal impact on the traditional luxury business.

    In their eyes, the boring and arrogant luxury shop assistants are no longer valid.

    The merchandise was hidden behind the glass counter, surrounded by salesmen who seemed to be very cold, so that the "Temple" shops were just daunting and without a sense of attraction.

    On the contrary, the younger generation of consumers needs shopping experience more. They need a place that makes them feel comfortable, inspired and feel at home.

    So you can buy ice cream at Kith luxury shoe store in New York, or listen to hip hop music in OpeningCeremony, two of which are loved by Z generation and subvert the brand of Luxury Retailing.

    In theory, if consumers are more adaptable to digitalization, stores must put their experience ahead, or they will have no reason to exist.

    Therefore, traditional luxury goods, high-end brands and lifestyle brands need to reconsider their strategies when creating consumer experiences.

    Beware of poorly considered experiments, because failure marketing will only make consumers feel false and erode brand value.

    Instead, companies need to make a rigorous assessment of brand positioning in the eyes of consumers.

    This is not an easy task; even the leading brands, I find that they have much room for improvement.

    In the recent visit to Adidas flagship store in Hongkong, I found that its traditional shop layout is not as modern as the new brand, but it is empty at peak hours, and the independent shops in many nearby Z times are crowded with shoppers, which clearly indicates that Adidas needs to take actions to improve shop conditions.

    But these strategies are not limited to sportswear or shoe brands, but Mercedes, which is close to the Adidas store, has created a "MercedesMe" space.

    Here, luxury car brands are using a lifestyle concept to establish links with young urban consumers.

    Unlike traditional car dealers, it integrates the retail space of cafes, leisure restaurants, car showrooms and Mercedes brand accessories into an integrated shopping experience, but these sales scenarios do not echo each other well.

    In stores, for example, the 250000 tone MercedesMaybach of two tones was crowded into a corner.

    The color, materials and props of cafes and restaurants are mixed together, most of which are irrelevant to the Mercedes brand.

    But the worst part of the accessories store is a cheap brand name chain and a plastic iPhone phone set of about $10.

    I am very puzzled about what the Mercedes brand represents. Is it a proud luxury brand? A mediocre cafe or a cheap accessory shop? The brand's strategy in attracting the Z era is poorly executed, disappointing the young consumers, and not coming out of the other brands.

    Another failed young marketing solution is the recently launched Louis Weedon earphone.

    In my view, the implementation of this plan represents a common problem with luxury goods.

    The price tag for headphones is 1000 US dollars, but technically and aesthetically speaking, it is exactly the same as headphones of ordinary earphone brands (except for the LV stickers on the top and the price of $1000), which is 700 dollars higher than the same brand. Louis Vuitton brand has no additional technology or anything else in terms of value.

    Because of this, Google search shows that consumers regard this headset as a "hoax".

    This is not surprising, because the youngest consumers on the Internet are the most picky.

    Such behavior seems to be very thirsty, and at the same time, it weakens the credibility and fairness of the whole brand.

    It is worth remembering that the expansion of incompatible brand types always weakens brand awareness. - consumers will never be neutral to products.

    This is why they are so dangerous.

    With this in mind, how can brands better impact on young consumers? They need to have a 100% definition of brand at rational and emotional level.

    Brands need to first understand how they want to motivate consumers, and then they must be consistent at the executive level and follow these definitions.

    Although it sounds easy, I see many brands struggling, especially when they sell to young and demanding luxury consumers in China.

    Those brand managers who are not familiar with traditional brands and are not familiar with China often underestimate the maturity of consumers seriously. This provides a window of opportunity for new brands with genuine respect for Asian culture.

    Luxury brands must establish real values in order to compete in the Z generation of consumers, rather than opportunistic.

    Source: JingDaily Jing Tian media writer: Daniel Langer

    • Related reading

    Calvin Klein Abandons High Fashion And Hopes To Improve Positioning.

    Fashion Library
    |
    2019/3/8 10:46:00
    33

    Online Pfer Of Luxury Brands In China: Jingdong And Alibaba

    Fashion Library
    |
    2019/3/6 22:22:00
    39

    Lanvin, The Top Fashion Brand, Will Never Return, But There Is No Need For The Savior.

    Fashion Library
    |
    2019/3/5 16:55:00
    35

    Luxury Goods Are Very Polarised. What Are The Unique Skills Of The "Super Winners" In The Future?

    Fashion Library
    |
    2019/3/5 9:23:00
    41

    The Market Value Of Hermes Is Overtaken By Gucci Parent Company. How To Maintain Freshness Is A Difficult Problem.

    Fashion Library
    |
    2019/3/5 9:19:00
    30
    Read the next article

    Global Brands Are "Green", And Chinese Brands Continue To Release Their Potential.

    Obviously, whether from the perspective of production, consumption or communication, China's sustainable fashion has started, once people have achieved sustainable fashion and business logic.

    主站蜘蛛池模板: 在线观看中文字幕第一页| 爱情岛永久免费| 日本最新免费二区| 无翼乌全彩无遮挡之老师| 国产视频二区在线观看| 亚洲精品成人av在线| 中文字幕高清免费不卡视频| avtt2015天堂网| 狠狠爱无码一区二区三区| 护士的诱惑电影| 国产99在线a视频| 五月开心播播网| 538在线视频观看| 激情综合色综合啪啪开心| 成人三级精品视频在线观看| 国产愉拍精品视频手机| 亚洲乱码在线视频| 99久re热视频这里只有精品6| 精品视频一区二区三区免费| 日韩大片在线永久免费观看网站| 国产精品无码永久免费888| 伊人狼人综合网| 一级毛片黄色片| 色吧首页dvd| 日本花心黑人hd捆绑| 国产欧美精品区一区二区三区| 亚洲精品午夜视频| freexxxx性女hd性中国| 精品人妻中文字幕有码在线 | 4ayy私人影院| 欧美一级在线看| 国产精品午夜小视频观看| 亚洲精品aaa| www卡一卡二卡三| 日本边添边摸边做边爱边| 国产69精品久久久久APP下载 | 日本人强jizzjizz| 日本人强jizzjizz| 国产亚洲综合色就色| 久久免费视频网站| 精品国产麻豆免费人成网站|