Luxury brand development marketing strategy around the product
The big-name fashion biannual release is considered the fashion industry
, one of the most important events, designers through this platform to showcase their latest ideas to the public, the media release bored by designers analyze inventory trends, celebrities like to take this opportunity to shuttle the a big show of the market increase in the rate of appearance, fashion show field who by virtue of the first row of the throne of the status of the consolidation circle, the mass from the fashion industry in this lively drama, directed to find fun. People often think that after a vigorous scenes, those gorgeous clothes for the brand earn pours, in fact, not necessarily, the decline of high fashion enough to illustrate this point. For a considerable number of brands, they are really selling luxury actually embraces all aspects of life, and those who earn a lot of profit for their products is often not garments, but other peripheral products. The use of a diversified product line, big money-making
When shopping a little attention to window-shop luxury brands, it is easy to find
chanel handbags, shoes, accessories and other products of which tend to occupy the main position, turn over a variety of fashion magazines, is also not difficult to find ads with luxury brand decoration is the main character, clothing instead reduced to a supporting role. "After watching a fashion show, can give me an impression are accessories rather than clothing." Said a senior fashion. "Accessories will be in the fashion industry with such an unassailable position, on the one hand with the fashion cycle because it is closely linked to the other is that it reflects the spirit of the times." Specializes in strategic management of the Italian luxury fashion country responsible Yan Chun concluded.
First discovered the value of luxury accessories brand is
Chanel, then the value from the Prada handbags made by re-played a role in fueling recent years, Louis Vuitton, Gucci in shaping the young, dynamic, impact of accessories are also made substantial contributions. We can see is that today almost all mainstream luxury brand to be known as the "classic" of accessories products, such as luggage categories of products, Louis Vuitton's Speedy 25,
Chanel bags 2.55, Prada nylon bag , Herms's Brikin, are enduring the hot single-brand goods, and even a large number of luxury brands to rely on the sale of accessories expensive to maintain the development of garments. With the different clothing accessories, fragrances and cosmetics from being a luxury brand development is not really complete, because these two high-tech product development needs by a professional R & D requirements of the Company under the brand development, this process is the brand is not complicated, they only need to select the appropriate brand positioning, product packaging to reconcile the incense, and then sit in the offices wait for R & D companies who sent finished. This process is equivalent to production of perfume and cosmetics companies OEM luxury brands. However, these two regulations have been classified as "entry-level luxury brand products" of the series, is precisely the people to a lower price in exchange for the best way to experience luxury, but luxury brands can also be from a very low cost in exchange for the high the amount of profit.
Vertu luxury mobile phones in China, and declared the era of luxury mobile phones, followed by Giorgio Armani, Prada, respectively together of professional mobile phone brands to jointly introduce a mobile phone product. People habitually frequent replacement of mobile phone, allowing luxury brands which have been seen tremendous business opportunities. At the same time, luxury brand for notebook computers is also playing his mind, according to a survey YAN Jun speculation, has admitted carrying bags laptop features will be the luxury brand accessories area of competition for the next one. Cross-border cooperation and sharing, at the same level client resources
The world's top camera brands with Herms Leica has just announced the launch of commemorative M7 rangefinder camera, the world's limited edition of 200 sets. Previously, Herms Group, Japan's leading commercial real estate luxury helicopters Mori Building Co., Ltd. offers a full design. 200 cameras and a helicopter, the number of so little, the brand's future earnings? In fact, such cross-border co-operation there is little obvious immediate benefit to be made, Herms reason to do so, apparently another purpose. The world's top camera users and those who are the helicopter ride people? The answer is of course a very powerful group of consumers, they can afford Leica and helicopters, to patronize Herms is also a matter of course. Luxury brands like this frequent cross-border cooperation, and its essence is the intention of the two brands with the levels for customer resource sharing.
Through the development of peripheral products to expand the market, luxury brands lose no time in launching the products can be promoted lifestyle: Chanel has designed the fishing gear, skis, Boomerang, tennis, cycling and other sports equipment; Louis Vuitton travel each year to replace manual, manufacturing, limited version of mahjong, and the sale price of 450 U.S. dollars chopsticks ... ... as long as the needs of life, luxury almost all covered. "Parts both profitable and easy to innovate, why not?" YAN Jun laying bare the luxury brand development at the heart of peripheral products.
Luxury brand development marketing strategy around the product
By: ckfeng
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