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Luxury Restores Its Popularity: "Fast Fashion" Prevails

2011/9/23 9:47:00 45

To maintain the luxury of "noble status" for more than 100 years

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It has been unable to sit still. The long and stable layout of the European fashion circle suddenly changed blood in the past month.

At least 5 brand leaders of several luxury goods groups have resigned voluntarily or passively, and the new "faster fashion" operation mode has become the tactic of big brands to win consumers.

Luxury brand top exchange

After Dior's dismissal of anti Jewish racist scandals, John Galiano, LV creative director Mark Jacobs (Marc Jacobs) has not yet decided whether Dior is superior to Dior; Ralph Lauren (Ralph Lauren) CEO also quit the river and handed the baton to nephew David Lauren; last February, after the suicide of genius designer Alexander MacQeen (Alexander McQueen), Sara Sara, who worked silently for more than 10 years at the genius level, finally became a brand creative director.

High level turnover is related to sales performance. Obviously, luxury brands begin to adjust their styles collectively.

"Quick sale" breaks the big name Bible

Since the 90s of last century, the fashion circle has been blowing fast.

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Since the wind, the "quick sale" mode has been spreading in fashion circles.

extravagant

Brand advocacy of "spiritual consumption" has become a distant past. People can enjoy ZARA's "replica" of luxury brands for the first time, and luxury goods become "easy to get".

Although the price is still there, the "disguised" depreciation of luxury goods has become a fact.

What is even more frightening is that the fast fashion brand not only duplicates luxury goods in its appearance, but also makes it younger and more fashionable, which is more in line with the tastes of young people.

As a result, the pride of the luxury goods has disappeared for a time: "I am more beautiful than you, and cheaper than you."

The new "luxury" is popular.

Meanwhile, the rise of independent designer brands.

With the gradual maturity of consumer psychology, more people begin to accept works with designer's personal style. ZUCZUG, EXCEPTION, Hangzhou women's wear JNBY and other brands are very good proof.

The traditional mode of leading the trend by designers is beginning to be subverted.

Some fashion designer brands will pmit their designs to the online voting before they push the new models, and discuss them in QQ group.

The era of thinking and inspiration from designers is gone forever.

In the future, customers can easily customize their "STYLE" on the Internet.

It allows designers to customize the luxury that they want, rather than waiting at the door of Hermes store and looking forward to seeing new products.

The change of classics is very long.

With the change of people's lifestyle and shopping concept, the constant style of luxury brands can no longer satisfy people's psychology of seeking novelty and changing.

Even Chanel, which has always been dignified, noble and elegant, can not resist the temptation of the market and begin to take the "younger" route.

In fact, luxury is not static.

After World War II, the trend of tight female body and emphasis on curves was totally different from that of Chanel.

So Ms. Chanel returned to the fashion world in 1954 to design a new style.