Can Light Extravagance Save The Depressed Clothing Market?

< p > < < a href= > //www.sjfzxm.com/news/index_c.asp > fast fashion > /a > quality deterioration, harmful substances exposure, while luxury goods continue to rise in price, a "light extravagant" trend has satisfied consumers' "high not low but not low" mentality.

For stores, it doesn't eat too much rentals like "a href=" //www.sjfzxm.com/news/index_c.asp "luxury" /a ", nor does it pay as much as declining jeans.

However, can 300 dollars of light extravagance save the depressed a href= "//www.sjfzxm.com/news/" > the clothing market < /a >?

< p > < strong > > $300 for light extravagance can afford < /strong > /p >

< p > recently, e-commerce platforms, shopping malls and even luxury goods groups are introducing "a href=" //www.sjfzxm.com/news/ "light luxury brand" /a to the Chinese market.

In order to pry the enthusiasm of new white-collar workers.

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< p > light extravagance, in English, the original explanation is "affordable luxury", the price of about 300 US dollars, popular design, good quality, there is a store brand in the high-end shopping malls.

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< p > Coach can be regarded as the originator of light luxury.

As a brand with annual sales of over $5 billion, Coach was once the "king of $300" in the North American market, and no leather brand could compete with it.

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< p > "the reason why light luxury goods appear is the first to care for the consumers' psychology, and to go all the way to popularized luxury goods."

Yu Hai, general manager of Beijing MIBC international luxury club, said: "it is a low price and does not want to give up the aura of luxury."

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< p > but mass production is contradictory to luxuries.

Bernhard, global president of Cartire, once said, "a century ago," a king or a nobleman could have enough money to afford Cartire. Today, entrepreneurs, dentists, lawyers, even an executive of a large company, may also afford it.

It is also the primary reason for the decline of handicrafts in the luxury world.

This is widely spread in the luxury goods industry. The luxury goods industry has "not been producing truly luxury goods, but at the same time cutting costs and pretending that quality can continue to be excellent".

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The price of P is higher than that of fast fashion, but it has deviated from the luxury of brand.

"Light luxury" is also a large volume of line products. "With the aura of luxury, it loses its emotional factors such as handicraft, origin, culture and so on, and its core value is lost."

Yu Hai said.

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< p > however, in recent years, Coach has been declining.

A brand that has been crossed for decades has been in crisis in a short time. Even once it has been bought, it can be seen that "light luxury" is not so easy to play.

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< p > strong > channel choice shopping mall is unwilling to be dragged down by zero rent < /strong > < /p >

< p > in the view of the sea, light luxury has become the darling of the department store industry, not because of the "aesthetic fatigue" of the traditional luxury goods, nor is there enough market demand, but the shopping mall's helpless choice.

"Now the condition of big luxury goods to shopping malls is becoming more and more stringent."

Taking a famous commercial street in Beijing as an example, opening a LV, the shopping center directly gives the preferential conditions of three years rent free. If it is calculated on the basis of 500 square meters of business area, at least 1 yuan per day, at least 50 yuan, 500 square meters per month is 7 million 500 thousand yuan, has not yet officially entered, the brand has made a profit of 1.5 billion.

"Brands are getting more and more cattle, and shopping malls are increasingly reluctant to deal with such brands.

We can only take other roads. "

Yu Hai revealed.

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< p > and from the point of sale return, an insider told reporters that the domestic a href= "//www.sjfzxm.com/news/" > brand > /a > in the mall is usually 30 buckles, while Cartire only 8, which means that the mall has less than twenty points profit in the sales rebate.

At this price, to attract big brands to keep up appearances, shopping malls themselves need to be promoted and managed.

"Can not afford big cards, naturally do not want to continue to play with big names, so began to want to go light luxury card, fame is not so big, temper is not so cattle.

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< p > < strong > who will pay the bill "after 80" or can not afford to consume < /strong > /p >

The other level of "P > light" is also younger.

In today's society, "80's" has become the main consumer, but it has far from become the main body of wealth.

The location of light luxury consumers is not accurate.

Yu Hai analysis, "the post-80s" social backbone and strong strength of the "90's" will have more personal appeals in the choice of commodities, but the heavy pressure of life makes it impossible for them to become the main body of high-end consumption. < a href= "http:// www.sjfzxm.com/news/" > light luxury brand < /a > price is not low.

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< p > even if you don't have to spend a few months to buy luxury goods, about 2000 yuan of light luxury goods will not become the daily consumption of "post-80s". Besides, the popularity and recognition of light luxury goods are not high enough, and it is still a few people who are really spending their personal characteristics, or are not their monthly consumption plans.

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< p > without the outstanding price advantage and lack of strong cultural background, it is not possible to achieve the sales expectation if we want to move up the image in the high-end shopping mall and then fall back to mass consumption.

"This is a dead end. It takes a long time to build up a brand and culture, which is also the most unshrewish place for luxury goods."

Yu Hai told the Beijing Commercial Daily reporter, "the two generation of entrepreneurs who are in touch with the current generation of entrepreneurs is indeed the tide card, and clothes are mostly sold to the parents of successful people, but they seldom focus their consumption on < a href=" //www.sjfzxm.com/news/ > clothing > /a ". This is a typical" 90's "consumption psychology.

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