2009, luxury market face draws near 6 years to ebb in the round first, be considered as luxury company generally one year the hardest. Global luxury demand is mixed as economic shrink the market is turbulent and decrease apparently, luxury market appears a many new development posture, this forecasted the market trend 2010 to provide imaginary space for us.
Year keyword: The crisis
A few jubilate a few anxious
No less than anticipates in that way, financial crisis brought very big impact to fashionable luxury industry. Whole world of make a comprehensive view, the luxury group Lu Weiming with the biggest France highs (LVMH) profit drops, kelisiting Lakeluwa (Christian Lacroix) suspend payment, germany wave of · of introduced from the northern and western nationalities or from abroad dagger of brand of luxury of two big heavyweight person (Hugo Boss) enlarges deficit, aisikada (Escada) group applies for to go bankrupt protection. Fan Saizhe of Italian fashionable tycoon (Gianni Versace) , a certain number of door store that also closed its to be in Japan, appetent and progressively cut the market space that its are in Japan. In the meantime, pulada (Prada) , sweet Nai (Chanel) announces to cut down the member of persons employed to be become, gu Chi (the Luo Lan of emperor of Yi husband · with subordinate Gucci) (Yves Saint Lauret) and Alexander · Mai Kun (the door store that Alexander McQueen) closed his to wait for a few main markets in Japan and Russia. Lu Weiming highs (beautiful jade of a place of strategic importance of card of inferior of LVMH) group division (Celine) , realize cost to control through adding new store no longer. Extravagant industry is experiencing the frightening dream that never has had, turnover, profit margin drops, reduce expenditure, cut down the member of persons employed, be heavily in debt, be close to going bankrupt the brim, buy sell, reshuffle…
Although the crisis is heavy, but a favourable turn also emerge as the times require. The findings report when entering Chinese market according to Priestess NYC of fashionable dress brand shows, \”China has 360 thousand millionaire, they cost 6.5 billion dollar every year on luxury market. \” China\’s strongest in global luxury market already was made under financial crisis fulcrum. Each big luxury group reachs shopkeeper, begin what increase pair of China markets in succession to put in strength, american shellfish favour seeks advice from a research that the company publishs to point out, this year global new-blown in 300 luxury inn, having 15% is to leave be in China, 25% in Asian other country, traditional western market is occupied only 15% .
Besides the reason of financial crisis, consumptive ability of the Chinese is ceaseless \” leap up rises \” , also let these extravagant brands look at with new eyes. They begin this to pay close attention to Chinese market \” big cake \” , holding in the arms search \” new outlet \” determination adds speed to enter Chinese market.
End in December 2009, world luxury association releases year of 2009~2010 whole world report first: The 8.6 billion dollar of month of? of patch up of Yan Shan of phlogistic Du of useless of Lian of discharge Fu harding iron is added to 9.4 billion dollar, have in the whole world rate for 27.5% , rose 3 percent. 2009, china forces continuously first Japan, reside world luxury the United States, firmly to consume big country more than runner-up throne, through the ablution of global banking crisis, china had proved its driving consumption actual strength to world luxury market, and the Japanese luxury market that is in market saturation condition all the time, already large quantities of international luxury companies drop the focal point 2010 to Chinese market. According to expert analysis, below the case that in market of luxury of world each country sale share drops and manages, chinese luxury market still is behaved it is ascendant trend, after predicting 5 years, chinese luxury market will reach the global share of above of 14.6 billion dollar, the likelihood holds the summit of global luxury expenditure, more and more international luxury companies had begun in succession market of China of race to control, chinese certainly will becomes the luxury trade with the largest whole world and consumptive center.
Comment on: These look hopeful economic data to did not let consumer follow international luxury industry hopeful rise, there is cautious attitude as before when they are consumed, also more deal with concrete matters relating to work, spends money like water to seek name tagvisiting card person is a lot of less. The gigantic about-face of consumer psychology and behavior means, generation came when an adumbrative new spending — consumer is on consumable brand merchandise, general deal with concrete matters relating to work, have certain susceptibility to the price, also more pursuit sex price compares expensive brand product.
Year keyword: Cross a boundary
The brand of deal with concrete matters relating to work is politic
It is under financial crisis, the it is cheaper to buy intent to be able to change direction gradually brand of consumer, consequently luxury company can is immersed in improve market share and the condition of be in a dilemma that maintain brand image. International luxury company wants to seek \” outlet \” , still must show \” close civilian \” the manner just can be bought by sensible with each passing day consumer odd. Yao thinks in those days Zara in Beijing world trade day rank set up shop, cause pilgrimage of countless fashionable white-collars temporarily, h&M is in Shanghai firm set up shop at the beginning of, also was to swarm sundry vogue to amount to a person. Apparent, the brand of fast fashionable par such as similar Zara, H&M, MNG, already became fashionable crowd to take the central issue of tide quickly.
Instantly, regard luxury of a gleam of as the card, \”Cross a boundary \” already became most the brand of deal with concrete matters relating to work is politic. From Carl Lagefeierde (Karl Lagerfeld) takes the lead in with advanced hand-me-down " eyesore " H&M cooperates, innovation goes " Karl Lagerfeld For H&M " series, to in recent years plain long Bao Ling (Comme Des Garcons) , Shan Benyao manages (Yohji Yamamoto) and Gao Qiao aegis (many fashionable dress brands such as Under Cover) had been rolled out with Kuang Wei (the canvas shoes that Converse All Star) is design chief source; Enlighten abstruse (Dior) super big shop sign adds the athletic element such as stripe, drape ceaselessly, roll out these phenomena such as golf series dress to see not hard even, today, each corners of alive bound are filling the form that has crossing a boundary with fashionable name.
Look from commercial angle, crossing a boundary is the plan of close civil administration of luxury brand undoubtedly, envelop in financial crisis below, the figure that luxury brand stands high above the masses for him change, the color with more recipient masses is added in the design, move for instance or street element, good let more person accept a design, buy a design.
And from the point of pragmatical angle, stylist sets out from functional sex, let once notional fashionable dress more reality of press close to. From the point of respect of clothing fabrics development, also stylist goes after high-tech fabrics truly. The model is represented even if install Puliao Amani (Emporio Armani) , news briefing of Chunxia men\’s clothing served as with the men\’s clothing of high-tech fabrics 2010 press an axis, advanced feeling was full of in vigor. Besides Amani, the Yin Kalayang that await a place of strategic importance (Hussein Chalayan) or it is Parisian old and well-known family (Balenciaga) is the person above average that applies high-tech fabrics. Stylist people the attention that collective returns to pair of high-tech fabrics, because,very old rate is innovation and changing just is the breakthrough drop with the biggest design of high the latest fashion.
Taste the consequence of card or top class stylist through the luxury of an everybody prostrate, will let more person know his, the design concept that also lets oneself comes out through newest fashionable element expression. No matter be from commercial angle, still look from dress craft angle, this one is allied, it is successful undoubtedly.
Comment on: Fine number these is very happy with it \” cross a boundary \” example, you can say these brand operation trader not attend to one\’s proper works or duties, also can say their sword goes slant sharp edge. No matter be to be based on \” be of a kind \” let these brands or stylist goes finally, the self-identity feeling that still insides information to bilateral culture, history lets a brand between awake photograph cherish, the culture between the brand is permeated is the final result that they think to go after undoubtedly. Cooperate through crossing a boundary, derive new brand culture, lead a new fashionable trend. Below not hopeful economy environment, this \” double win \” beautiful storm, can yet be regarded as is lifted wisely.