Recently, the International Trade 3 shops near the opening of the message so excited about the fashion industry, but many careful people found settled in a brand new, the traditional small luxury, replaced by a large number of fashion brands. Industry experts point out that in the past in the traditional sense of luxury has been redefined, its consumers are also changing. Brand name handbags, shoes and clothing is no longer the last century, the rise of 90 new IT elite, the financial elite and the traditional industry “rich second generation” of the patent, more and more ordinary city office workers are transfiguration mainstream public consumption of fashion goods and luxury fashion goods with public boundaries are increasingly blurred.

Evolution of Luxury Category

“People find themselves around the LV, GUCCI handbags more and more frequent fashion in the party, we can see more of Chanel mini dress. Social change, brought for the luxury category changes. This category The change is that under the second-tier luxury brand brand appearance. “one industry expert, told reporters that the company’s business from the perspective of luxury goods, many companies are now no longer a family business, but listed companies. They will also be market pressures, profits and cash flow needs. Under these pressures, luxury brands are becoming accessible.

Why do so many big names in luxury fashion play mix and match? No doubt both games are played in order to stimulate sales in the renovation, which implies expansion of consumer demand for different levels of intention. Extended to the sub-brands from Prada Miu Miu; Armani Giorgio Armani’s brand extends to the family; or from Yohji Yamamoto and Adidas by his co-recreational sports brand jewelry brand meddle Y3 later, these signs are that needs high-profile luxury brands, the public and large-scale supply.

Many luxury goods companies and the responsible people are evading the issue of price cuts, but the price did come down slowly. For COACH, GUCCI etc. brand, fashion handbags buy a case of ordinary office workers no longer need to tighten our belts, just like another mobile phone or change the same set of automotive interiors, do not accumulate over time and consideration.

“On the reasons for this phenomenon, people in the beginning of this century have been explained with its Playboy, Goldlion, Montagut and other brands ‘submerge course everyone carry on’.” A communication expert, told reporters.

Luxury Diluted the Value of the New Consumption Patterns

In addition, relatively expensive luxury for many, people in genuine need are the emergence of new consumption patterns, and many consumers leased or used and sell it later. Often with the brand-name goods has become a concept of rent, many people just get them to appear, showing that in some particular time and occasion needs a row first, to please the eye, but not on the individual sense of self Good value there too deep. Therefore, the “Milan store” and the “Berlin station” second-hand shop in the capital and other big-name pop up. In fact, we can see that the exclusive luxury slowly pale, very few craftsmen spirit of the brand to emphasize again in advertising.

COACH American fashion luxury brand relevant person in charge said that many luxury brands are already operating group, stock market, and luxury consumption itself is very sensitive, and economic trends, market stock and property markets have great relationship. We are also gradually recovered agents, select Direct. The pursuit of brand image to maximize profits on this basis.

Equivalent Fashion to Bring the World Sweeping Goods

Affect the evolution of luxury products to fashion the other factors of large numbers of Internet Shopping Service. Family of online shopping goods are sweeping the world, “buy the dips” overseas luxury. “Look at my set of Estee Lauder’s skin care series, only took more than 600 yuan, is the counter to 5 fold.” Shopping Service just got sent the U.S. cosmetics company employees Wang excited to show my colleagues.

“The euro fell, especially for the top food cheap!” “Won crash, fashion autumn value.” Play so many Online Shop promotional language. Consumers are increasingly know how to use exchange rate changes in the global market to choose the most cost-effective products. Result of these changes, some so-called luxury goods can no longer blindly maintain its superior image, at least in price like this. A Burberry shirt, the price in Europe is “the working”, but in Beijing, it’s price but also a few thousand dollars. Consumers through this channel, the lowest global prices of goods purchased. In more and more small “global village”, no one can pretend noble.

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