No longer "high profile" high fashion brand hit the marriage of high street brand
The economic crisis in the United States allows the rich to get what they want, and only the agitated poor are bent on spending the last penny to own luxuries. When the expensive French brand Givenchy introduced Redux, a less expensive (but at least affordable) second-hand label in August last year, the New York Times remark was impressive: when the current economic crisis has left luxury brands When they look like "bitches," they find real friends: the poor! The fact that Lanvin for H & M fans lined up at the H & M store all night was true. In the unprecedented emphasis on the mass market of luxury brands today, under the brand public relations overwhelming propaganda, the rich people are measured in, encouraged by the poor people are bent on spending the last penny to have luxury goods. On the other hand, brands that used to be superlatives are not pushing their own young series (that is, the cheaper ones), and are busy lining up the High Street brands. Not long ago, Lanvin for H & M let H & M shop into a world of hell. In the limited distribution of 360 bracelets, each one limited to buy one of the strong provisions, people still buy the same as the purchase of Chinese cabbage will be swept away. The reason is simple, the same satin cotton, artificial crystal pearls, the same ruffle single shoulder cartoon design, Lanvin's fashion thousands at every turn, H & M label but only sell a thousand dollars - although not very cheap, but contrast Under the rush to buy H & M all feel earned; and the old customers who spent the past in Lanvin who took the blood was depressed, Dun felt himself taken advantage of. Cross-border: Luxury brand surface scenery, but actually gritted teeth About is the question, why Lanvin to abandon his noble image, and the civilian population of high street brands? - Not a curse of economy. These two years, in addition to Louis Vuitton, luxury brands are mostly superb scenery, but in fact clenched their teeth. Centenary Lanvin even more. Wang Tailan in Taiwan in 2001, after taking the plate, although please go to designer Alber Elbaz to expand brand reputation, and even became a hot fashion, but it has been booked for successive years loss. In 2005 and 2006 alone, they lost 5 million and 1,400 euros respectively. The 2007 profit of 100 million euros, thanks to the sale of the perfume sector. Paul Deneve, chief executive at the time, hoped to see an increase in the brand in 2008, which expected a financial tsunami, instantaneously reduced the profitability plan. Fiscal difficulties, and with the annual sales of 100 billion Swedish kronor H & M knot to receive "labor costs", is simply the trend of the times. In fact, aside from the so-called brand history, core values, fashion is not as Alber Elbaz said "sharing more than everything," so nice. Fashion is business first. Economic contraction, cash in hand is the top priority. So here Lanvin and H & M marriage in full swing, where Valentino also to the American casual brand GAP throwing an olive branch, Jil Sander is frequently collaborate with Uniqlo, introduced the acclaimed and sequel + J series. Still more, it is said that followed by diving, is another let fans love to die of low-key luxury brand BV. Cooperation with High Street Brands As a pandemic spreading in the fashion industry, luxury brands and renowned designers have torn the last layer of pretentious veil trot on the avenue nodding to the high street brand. There are rumors that H & M is locked in the next target is "King of fashion" Tom Ford, although we have good reason to doubt the accuracy of the information (Tom Ford is more proud, his brand economy is also very good), but in retrospect Look at the financial crisis before H & M's partners - Karl Lagerfeld, Jimmy Choo, Kawakubo Ling, they are not short of money, on the contrary, have a unique business experience. Fans Waiting in Line High Costumes Lack of Market Handbag Accessories As the initiator of high street brand collaboration, Karl Lagerfeld, Creative Director of Chanel, has been looking for opportunities to enter the mass market in recent years. Perhaps because of Chanel this is the top brand in the fashion industry ups and downs, only to let him know the public is the last word. These years, the big names are gradually discovering that there is a lack of market for advanced clothing. Instead, entry-level products such as handbags and perfumes have become the economic pillar of many luxury brands. Perhaps the situation of the rich People in the rivers and lakes, or the change of modern communication so that ordinary people have an unprecedented desire for luxury, in any case, this is a huge market for any brand can not be ignored. Fashion core value of the loss: at least twice a year product line update But it is worrying that when luxury brands on the high street joint rush, sales become the only indicator of the industry - it will not become a fashion industry, "Resident Evil," so that senior Fashion no longer exist. Pierre Cardin, once heavily criticized by luxury brands, recently said that the fashion industry's call for updates of the product line at least twice a year by virtually all brands has actually made the so-called "fashion" disappear, and in more serious cases As luxury brands move closer to the public, they lose their customers who support the core value of the brand, and they no longer stick to the traditional luxury handicrafts. If ordinary consumers gradually lose their worship of luxury goods, these luxury brands will go where?