Probe Into The Mystery Of The Luxury Price Of Luggage
The "US economic storm" triggered by the subprime mortgage crisis is the largest and most serious since the Great Depression of the 30s. The prospects for the development of the US economy are not optimistic.
Traditionally, sales of luxury goods are not affected by the business cycle. The rich never worry about how much a kilogram of pork is, how much it costs, and the Rolex watch and Hermes handbag. But in the past twenty years, two trends have changed this tradition.
A trend is mentioned in the past, luxury brand marketing strategy. You can't afford a $two thousand bag, you can buy a $three hundred silk scarf, and a $three hundred scarf can't afford it. It doesn't matter. There's eighty dollars worth of perfume. Not really. $twenty lipstick can also make a small dream come true. In the end, the middle class can afford luxuries, big or small.
With the development of information, the enlargement of the choice of commodities and the diversification of lifestyles, consumers often pay great attention to the aspects they value very much. For girls, the beautiful appearance makes her confident in her work and social life, and makes her feel that she has not been unfair to her precious youth. On the other hand, the market for luxury goods is no longer just rich people, but everyone.
In this way, the economic recession has a great impact on the sales of luxury goods. The US economic recession is particularly damaging because the United States accounts for 40% to 60% of the global market share of most luxury brands. The shareholders are naturally very sensitive and smell the wind and retreat quickly. From last June to now, the price of the thirteen largest luxury brands fell by 29%. But interestingly, sales of luxury goods have not actually decreased. In the first quarter of this year, a large number of luxury brands including LVMH, Burberry and Coach sold even more than expected.
Despite the fact that "now Australia, the original ten thousand LV sold only more than 6000", "the financial turmoil has come, Europe's first line of cards are on sale". There is a rumor that the proud luxury goods are still unique in this global economic crisis. Instead of squeezing out of the big trend fashion brands, they discounted the selling contingent, but in November, with the global consumer confidence getting cold, it announced a high price increase. "Price increases for luxury goods are a way to show their value preservation. CHANEL often raises prices 1-2 times a year. At least 5%, up to 12%, so the announcement of the 20% price increase is indeed relatively high. Insiders say.
The luxury market is a relatively mature market, and the financial turmoil has not affected the luxury industry. In France, GUCCI and CHANEL have already started to rise in price, and some of the PRADA products have also risen slightly. In Australia, LV also joined the rising price force. Many stores still appear to be out of stock due to too many purchases.
LV, a salesperson at Shanghai Heng Lung Plaza, said: "even the second-hand LV classic is doubling every year." In addition to market discipline and industry characteristics, price increases have nothing to do with consumers' enthusiasm. "If the economy is bad, we should dress more respectfully." Such slogans have become the fashion consumption concept of white-collar workers under the new economic background.
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