Personalized Pformation Of Light Luxury Brands

In the past, a lot of light luxury brands were "fighting hand to hand with old luxury goods".

When investing in many new commercial real estate projects, the extravagant way is to "make neighbors with the first line luxury goods", so that those emerging consumers will turn their attention to light luxury.

Such a practice has been "dissatisfied" by a large number of brands. Nowadays, this situation is getting more and more.

Rose, a young white collar, was once a fan of light luxury. The main color of the "luxury grey" of the old luxury goods was changed by using the younger colors of Bao Lan, Ming Huang and Teng powder.

But Rose gradually began to give up the light luxury brand. She often pointed to the packages displayed in the shop: it only learned the design of LV Neverfull, which only had the shadow of Prada killer bag. A dress was simply a mosaic of Dior and Chanel.

The lack of personalized design has given many luxury brands a "fatal blow". Now for many light luxury brands, we need to re-examine the brand value and locate them.

H&M, the representative of fast fashion brand, has been working with a famous luxury brand every year in recent years. Alexander Wang, Jimmy Choo, Lavin and Versace have been the top guests of H&M.

Whether it's a luxury brand or a fast fashion brand, it will be "cool".

It is obvious that light luxury is in an awkward position at present. Luxury brands have regarded it as a potential competitor.

Liu Yuan, the investor of cultural and creative industries, gave the following suggestions: the flagship

Route.

It is undeniable that

Once achieved rapid growth in performance, created a miracle of store numbers and sales, and had unique advantages in brand marketing power.

Although this year's performance has slipped, "but consumers do not care whether you perform well or not, only buy what they like", which means that there is still potential for "luxury" in the light of luxury. The problem is that products fail to catch up with the needs of consumers.

Whether in China or around the world, there are a lot of competent designers who are good at products, but they specialize in technology and make them "do business" to run a brand.

Docking with talented designers and taking advantage of each other is an ideal way to go through the stage of predicament.

But the problem is how to make a clear distinction between luxury products and brand positioning, finding suitable designers, and how designers can take advantage of the original brand power to enhance the visibility of their works. This docking is far from being so easy.

The "superficial luxury" dilemma is caused by the "old world luxury" price reduction. The underlying reason is the unclear brand and product positioning.

In the past few years, the "light luxury brand" has sprung up in the past few years. The way to make brand influence is worth learning by Chinese brands. Now many brands of luxury goods brands in China call themselves "light luxury". In the end, we need to do a lot of detailed consumer research to find out which subgroups to lock in and how to meet their needs, so as to avoid repeating the mistakes of these international luxury brands at the moment.

Liu Yuan said.