Do Luxury Brands Try To "Buy" You?

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Everyone knows that Hermes will not sell platinum bags online, and Chanel will not sell its classic tweed coat online.

For a long time, luxury brands worry that it is difficult for the electricity supplier to control warehousing and the phenomenon of fakes or subcontracts easily in the logistics links, thus affecting their image of painstaking efforts, so they do not want to "touch the net" too much.

But recently, there was news that Dior decided to make a bold decision in the near future. It decided to work with New York retailer Bergdorf Goodman to sell shoes for the first time on the Internet.

What is that all about?

Dior sells shoes for the first time online.

Yesterday's accession to the Bergdorf Goodman official website homepage found that Dior and its cooperation projects were placed in the most prominent position on the front page.

According to the briefing, from now on, consumers can already experience this service, and can continue until new year's Eve December 31st.

Bergdorf Goodman will provide Dior 14 cruising series of 14 shoes, including street favorite Dior sports shoes, Dior Verso and Dior flower hollowed high heels and single shoes.

However, it is a pity that the most personalized boots in this series will not appear in this cooperative electricity supplier, which is another embodiment of the "hunger marketing" mode that luxury brands consistently adhere to.

Chanel e-commerce platform selling jewelry

It is not hard to see that Dior's cooperation with Bergdorf Goodman is actually trying to test water suppliers, and it is not the first luxury brand to do so.

According to reports, Chanel opened its online shopping for the first time this spring and worked with Net-a-porter, a luxury shopping website, to open a sales section for its high-end jewellery series Coco Crush, which is priced at 1800~20000 euro zone. It is said that the sales area has been snapped up only after 6 hours of sale.

Hugo Boss cooperation with Jingdong

Burberry can be said to be the first luxury brand to join the Chinese third party e-commerce platform Tmall brand flagship store, and Hugo Boss began to work with China in January this year.

Jingdong cooperation, but it did not enter the Jingdong in the form of a flagship flagship store, but Jingdong bought four series of nearly 10000 items in its wholesale mode and sold online.

In addition, Hugo Boss also has e-commerce business in some European countries.

According to the channel, Hugo Boss has three blocks: retail, wholesale and online.

According to the introduction, compared to the other two, Hugo Boss online sales increased significantly by 34% in the two quarter.

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"Touch net" may be a new way out?

With these small networks testing water alone, we can not conclude that luxury brands will attack the electricity providers in the future.

For a long time, the "luxury" brands that are "touching the Internet" are reluctant to oversell their social networking sites, because for them, the store experience is the intangible asset of the brand.

Insiders pointed out that the cautious way to deal with digital marketing of luxury brands is through careful consideration.

In part, it ensures the exclusiveness of the brand and ensures that the high-end goods purchased by consumers are beyond the reach of others.

In addition, retailers may also want to draw a line between exclusive and popular online counterfeit products.

All in all, all the luxury brands that are related to the "net" are very cautious. But in the age when the Internet is so developed, I wonder if they can continue to think that they do not want to touch the net too much.

McKinsey consultancy found that almost all the global luxury market growth in 2014 came from the electricity supplier.

In 2009, the growth rate of luxury business turnover was only 2%, and now this figure has climbed to 6%.

By studying the "shopping behavior" of 7000 luxury consumers in the world, 3/4 luxury consumers will be influenced by digital information, including web browsing and social media.

Another survey found that among the luxury consumers, the baby boomers (who were born in early 1946 to the end of 1964) share the same amount of time on the Internet as the millennials, and have the same number of mobile devices.

In other words, the rich baby boom generation is the same as the new generation.

There is still room for development in the field of electricity supplier.

How should brands develop? I think they must first know what they really want. Do they want to keep their unique and low profile, do not care whether they sell well or do they want to pursue sales through various ways such as price reduction and net touchdown? But if they choose the latter, what is the difference between them and the expensive fashion brands?