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Fashion Marriages With Low And Medium Brands To Find A Close To The People Line

2012/2/20 10:41:00 13

In the face of the depressed economy, now in the fashion industry, "the emperor's daughter is worried about getting married."

In November 15, 2005, the Japanese Princess Ji Gong Qing Zi finally ended his 36 year single life in his first year of life. He formally married Kuroda Yoshiki, a civil servant of the Tokyo metropolitan government. He never changed his name to Kuroda Kiyoko.

In September 30, 2010, Princess Westling of Sweden and Princess of Vitoria, a former luxury fitness coach, came to the stage.

It is said that "the emperor's daughter is not worried about marrying".

World road

But they are very different.

The status of the princesses was too high, and the ordinary people could not climb up. They simply did not climb. Therefore, the princesses had to marry.

The same is true in today's fashion world.

Everyone loves luxury goods, but luxury goods do not love everyone. People can't afford to look up to them.

This is also the motivation for the marriage between luxury and fast fashion.

Therefore, Karl Largfeld, the Lord Buddha, did not hesitate to design for H&M by Chanel's chief design.

Next, Lanvin also launched the "Lanvin for H&M", which has always been very independent, and Versace has been unable to sit still.

In November 17, 2011, H&M and Versace together.

cooperation

The series is released synchronously in the world, setting off another luxury "parity temptation".

This time, unlike the previous single season cooperation series, the Versace and H&M marriage will remain until 2014 with a target sales of $700 million.

The Versace and H&M women's wear series includes 40 women's wear and 20 accessories.

The women's wear series will use leather, silk and other luxurious materials and rivets, zippers and metal materials, and design a series of high slit skirts, leather jackets, Bottomwear and jeans through colorful prints of Oriental style patterns, crazy animal designs, Miami palm designs and Greek style patterns.

Accessories include Lace heel boots, slippers and handbags.

The men's wear series includes 20 men's wear and 10 accessories.

Fine cut cashmere sweater, velvet jacket, rivet stitching leather jacket and leather trousers, crocodile skin pressed jeans and metal collar shirts, hats, belts, shoes, neckties, backpacks and other accessories.

In the face of fierce market competition, Versace has shut down some factories since 2011, and even stopped using the company helicopter and other measures to alleviate economic pressure, and even launched a series of children's clothing.

The cooperation between H&M and high-end brands from Karl Lagerfeld to Lavin has triggered a sensation of queuing up every time.

At present, Versace is in need of this popularity effect to rally the image of young consumers, and cooperation with H&M is undoubtedly a free advertisement.

Valentino, once known for its advanced customization, is also unwilling.

Show weakness

A joint series with GAP was launched by Valentino creative director Maria Grazia Chiuri and Pier Paolo Picciol. After the launch of the series of major fashion brands, the marriage of Jimmy Choo and UGG has also attracted a lot of attention.

The combination of luxury brands and fast fashion brands is no longer a new thing. However, before the financial crisis has been dispersed, more and more fashion brands choose the "people to people" route and aim at the mass market.

So, what is the motive behind this marriage? How much is the gold content?

"In the current economic situation, the high-end brand market is saturated, and we are looking for new selling points."

Robert Burke, manager of Robert Burke Associates consulting company in New York, said, "the original way of locating consumers and prices, and the practice of doing only a series of products are outdated."

For luxury brands, cooperation with popular brands is a win-win situation.

GAP's sales fell by 7% at the end of May 2009, and its total sales fell by 7% to $4 billion 160 million.

The launch of Valentino For GAP immediately attracted a large number of customers queuing up all night, and all the clothes sold out within 2.5 hours.

On Ebay, the price of these clothes doubled.

Lanvin continued to lose money in 2005 and 2006. In 2007, the profit was also obtained from the perfume department. In 2008, it experienced a financial tsunami.

However, in 2010, when the Lanvin for H&M was launched, the limited number of 360 bracelets was limited, and each consumer was restricted to one purchase.

Sales in the month of Lanvin for H&M jumped 8% in November.

"After the economic crisis, people can also queue up to buy such cooperative design.

product

This shows that from the perspective of media publicity, cooperation has been a great success. "

Liu Zhao, the representative of China's fine design association, said.

"For luxury brands, marriage makes them become more popular, so that people have a new understanding of brands."

Fashion designer Guo Pei said.

"Consumers are very smart now."

Margareta van den Bosch, H&M's creative consultant, said: "they like the best products of all kinds, and like these brands to cooperate with each other.

This is what we need to encourage: fashion should help people find new ways to express themselves, and at a price for people.

However, when consumers are faced with this kind of marriage products, they find that although they are popular brands, the price of clothes and accessories is several times higher than that of ordinary clothes because of the participation of famous designer.

"I was surprised when I heard the news on Lanvin for H&M.

But it turned out to be surprisingly high.

Stephanic Prommer, a fashion blogger.

"I think sometimes luxury brand design for mass brands will inevitably reduce their status.

After all, luxury goods should belong to the minority. If everyone owns them, they can't become luxuries either.

Such marriages did realize the dream of most people wanting to buy designer clothes.

Only in cooperation, the two brands need to see whether such a combination is appropriate, such as Jil Sander for Uniqlo design series is acceptable, but if Chanel, Dior or LV combined with Uniqlo, it is very inconsistent.

Fashion blogger Carole said.

About fashion brand in cooperation with fast fashion

Design

In the "gold content", Guo Pei said: "this can be compared with gold and gold.

The amount of gold that is designed will certainly not be the same.

"The price of the product is not only an added value, but also embodies many aspects such as design, material, production process and so on."

She said, "this is not a drawback, people will yearn for their own designer clothes, such a marriage will have a positive impact."

In addition to "marry down", luxury goods can also further tap their brand tension to maximize brand value.