From Pearly Jewels To Low-Key Environmental Protection Luxury Brand Sideline To "Shuffle"?

At present, more and more brands and commercial bodies are showing a "rapid transformation" attitude - put away the high-profile "jewels" and become low-key and environmental protection. According to the research on the rising power of luxury in the "next normal" released by Antonio Achille, the global head of McKinsey's luxury business, the sales of wristwatches and jewelry in 2020 will decrease by 25% - 45% compared with the same period last year, and companies in the field of clothing and fashion will lose an average of 40% of the market value. This means that for luxury goods shoppers, the shift to lower profile and more tangible products has become a new demand. As a result, the "sideline" with sustainable development attributes has become a new way for luxury brands and businesses to increase their added value.

Phenomenon: "sustainability" becomes positive energy of luxury industry

A few days ago, prada re nylon series took the lead in triggering the topic of sustainable fashion; in June, "Guci equilibrium Gucci balance plan" was launched, and the first sustainable series, gucci off the grid, led by creative director Michelle, was launched For example, many consumers think that it is necessary to shift the focus of luxury products on the material value of luxury products; On the other hand, we should strengthen the development of sustainable industries, such as opening up and deepening the field of environmental protection, and increasing brand social responsibility.

In fact, the trend of "sustainability" is not only limited to luxury goods, but also some luxury business entities, such as Guangzhou Swire. As the leader of local high-end luxury shopping malls, both the traditional culture exhibition launched every year and the animal protection exhibition this year are the obvious manifestation of its "sideline" efforts. In this regard, all media reporters interviewed Huang Ying, general manager of Guangzhou Taiguhui. She said that the epidemic situation has made every enterprise begin to pay attention to and reflect on social and global issues, "because as a commercial organization, we are also a member of society." For example, a special exhibition of Guangfu held by him reflects people, things, things and feelings in the field of Guangfu culture by recording words, pictures and images, and explores the topic of symbiosis and co prosperity between the past and the future, tradition and modernity. "We hope that consumers come here not only to shop, but also to gain more aesthetic and positive energy values.".

In Huang Ying's view, the investment of luxury industry in "sideline" can enhance the value output of brand trust, which is a way for enterprises to have a positive impact on the society and a long-term intangible asset. And for the public, people also attach great importance to whether their favorite enterprises have a sense of social responsibility. "Especially for young consumers in the new era, on the one hand, they are easy to accept new ideas, on the other hand, they also have their own independent thinking. Therefore, in addition to high-quality products and services, brands with a sense of social responsibility can be more favored by them."

All media reporters also visited the old local luxury shopping mall Lipper Plaza. Since the withdrawal of the Hermes store on the first floor, some changes have taken place in the brands, which are more in line with the aesthetics of the younger generation. A post-95 boy told the reporter that he came to buy vetements. "In the past, I used to buy items made of extremely scarce materials, which made me feel very advanced, but now I choose some pieces made of environmental protection fabrics. I feel that the design is more durable and can reduce pressure for the earth's environment."

Interpretation: aesthetic discourse power returning to consumers

In an interview, Wang Xianqing, President of the Guangdong society of Business Economics and President of the Institute of Commerce and circulation of Guangdong University of Finance and economics, told reporters that the trend of sustainable development has long been the inevitable direction, and the epidemic situation has only accelerated the pace of change. Wang Xianqing believes that the first reason for this trend and change is the change of international consumption environment, and the concept of luxury goods has also changed. For example, they need to pay more attention to the value of the products in the past

On the other hand, when the post-90s and even after 00 gradually become the main force of consumption, their consumption habits and ideas also affect luxury brands in turn. "For luxury goods, it may have been enough to emphasize the rarity and rarity in the past, but this way of exporting value has been difficult to attract the consumers of the post-90s and post-00s, because the growth of young people in the background of online popularity has also developed their own unique aesthetic pursuit." In Wang Xianqing's opinion, the former discourse power of luxury goods has been greatly weakened. To avoid being kicked out, the inherent logic and cognition must be changed.

Business should not be too hard

So what about the luxury business? Faye, a senior curator in Guangzhou, told reporters that in addition to public areas, the concept of sustainability of some public private areas is also quite popular. For example, the environmental protection toilet is renovated every year. For the public, these small projects are meaningful and worth experiencing. However, in view of the super commercial body that has gathered luxury goods, Wang Xianqing stressed that although "creating a sense of atmosphere" is very important, it should not be too hard. It is just right to use it as a finishing point. "After successfully transmitting a signal, you need to leave more space and possibility for the public to explore themselves. This is the 'scarce product' in the future luxury industry