Which Luxury Brand Marketing Do You Prefer?

The world's largest luxury group

The chairman and CEO Bernard Arnault once said that the luxury industry should not despise marketing, and if it does not do marketing, it will not be able to base itself on the luxury market.

He also mentioned that geomancy in luxury business takes turns.

Indeed, with successful marketing and marketing, this is the LV's competitor, Gucci.

According to the world clothing shoes and hats net,

Defeat in one fell swoop

Burberry and other luxury brands became the most successful luxury brands of luxury marketing in 2016. The brand has been successfully pformed under the leadership of creative director Alessandro Michele and Gucci CEO Marco Bizzarri.

According to Luxury Daily, the annual luxury marketing award is mainly based on the marketing strategy, creativity, strategy implementation and final effect of luxury brands.

In the past 5 years, the success of luxury brands in marketing has been outstanding.

In 2015, it was obtained by Giorgio Armani, the winner in 2014 was LV, 2013 was Chanel, 2012 was Cartire, and 2011 was Burberry.

This year, including LV, Dior, Hermes and Prada are not in the top three.

It is noteworthy that the three luxury brands of Gucci, Chanel and Burberry have been favored by the new generation of young consumers after a series of strategic initiatives such as innovation and reform this year, and have successfully consolidated the high-end positioning of the brand in the luxury goods industry.

Thanks to product reform and successful marketing, 2016 was a bumper year for Gucci, a strong performance in the third quarter of the parent company Kai Yun group, with a double digit growth of 10.5%.

In addition to creative director Alessandro Michele's innovative design of clothing and accessories, Gucci's re marketing of romantic feelings is also a key factor in the brand's support for many consumers.

According to the world clothing and shoe net, Gucci is no longer the brand of handbag that only relies on the shield badge. It now has a poetic romance, new literature, charming philosophy, and inspiration in history and theology. Alessandro Michele adds interest to its products, especially its various animal designs that have attracted a large number of young consumers.

The graffiti on Fifth Avenue's flagship store is GUCCI's invitation to GucciGhost to create a spoof pattern for the series.

This time, the ingenious joint name has gained a fairly good reputation from now on, and the image of multiculturalism and younger trend has continued to increase the brand's popularity among the Millennials.

In addition, Gucci has launched a series of artistic activities to deconstruct these themes so that consumers can better understand the design concept and Inspiration of the new Gucci series, such as Gucci Garden, Gucci 4 Rooms and Gucci Ghost, and have gained high recognition from consumers.

In addition, as consumers increasingly demand personalized demand, Gucci will launch personalized customization service this year. Consumers can choose their favorite Gucci patterns to customize selected products.

In 2016, the new headquarters of Gucci settled in Milan. The Gucci center will not only serve as a venue for fashion show, but also be regarded as the exhibition hall of Alessandro Michele aesthetics.

Gucci official website is being perfected by Alessandro Michele, and is keeping up with the brand official account launched by Snapchat. The newly added game unit in App makes the exposure rate of the brand on social media rapidly increase.

In the 2016 fashion brand digital index ranking of L2, Gucci topped Burberry for the first time.

Gucci also works with luxury electric business Net-A-Porter and Paris old Buddha to design exclusive products to promote the wholesale sales of products.

This series of strategic innovation is gradually turning into business revenue. Gucci's performance exceeds the average level of luxury goods this year. Sales in the third quarter of this year increased by 17%.

According to the world clothing shoes and hats net, Gucci is pressing the luxury brands such as Prada and LV to become the most popular handbag brand in China.

RBC Capital last month surveyed 441 Chinese women earning more than 450 thousand yuan per year, and over the past 12 months willing to purchase more than 5000 yuan for Chinese handbags. It found that about 50% loved to buy Gucci handbags, another 49% loved Chanel, 46% loved Prada, fourth and five were LV and Hermes respectively.

At present, China's consumer market accounts for 30% of the global luxury market.

The second ranked Chanel is also working hard to promote its digital marketing process and enhance the interaction between brands and consumers to attract more Millennials.

It is reported that the millennial generation full of consumption potential will become a market for all luxury brands to compete in the future.

Chanel this year, whether it is spokesperson or catwalk model, has become younger, such as Lily-Rose Depp and Willow Smith, and has launched five new micro films in the "Inside Chanel" series, and has also taken a series of new beauty interview. Gisele Gisele B ndchen and Keira Keira are invited to talk about makeup and skin care with global creative makeup and color designer.

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Chanel's efforts in social media have helped brands become the top names of Brandwatch's fashion company's social media exposure and influence rankings. As a classic luxury brand in France, Chanel is also one of the most expensive brands in the secondary market, and is rated as the most potential growth brand by BrandZ report.

Chanel has become the brand that the millennial generation most aspire to.

However, Chanel is also beginning to encounter the troubles of global luxury demand slowdown, and digital marketing will become even more urgent.

According to the Amsterdam stock exchange, by the impact of the global luxury consumption downturn, the French luxury brand Chanel profits and sales fell sharply last year, as of December 31st, Chanel 2015 operating profit fell 23% to 1 billion 600 million U.S. dollars, total revenue fell 17% to 6 billion 240 million U.S. dollars.

In September this year, Burberry became the first luxury brand to buy fashion shows.

In essence, the buying mode is to attract the attention of millennial consumers. Through Instagram, Twitter and Facebook, domestic digital media platforms such as micro-blog and WeChat can be displayed in front of consumers at the first time. The digital platform is playing an important role in fashion brands, but there are also great risks.

Burberry in order to cater for young people, the continuous adoption of new technology has turned itself into a media company. However, at present, there are few good products in the group.

In order to restore the Chinese market, Burberry announced in October 14th its official micro-blog that Wu Yi Fan became the first spokesperson for the brand to become the first non British spokesperson.

It is noteworthy that the growth momentum of Burberry is still insufficient. Although its Burberry is the largest luxury brand with the biggest depreciation of the pound, its sales actually declined in the first half of the year, and its potential sales revenue dropped by 4% over the same period last year.

In addition, Burberry's demand for brands in key markets, such as Asia, especially in China and Hongkong, is declining.

Burberry lost the top spot for the first time in the latest ranking of L2 fashion brand digital index.

Some analysts say that Burberry's development keywords are also innovating this year, but most of them are embodied in the marketing and sales mode of their products, which is quite different from Gucci. Gucci's marketing focuses on product design. Innovation ability is still the driving force for the growth of luxury brands, but it must be practical marketing creativity.

More interesting reports, please pay attention to the world clothing shoes and hats net.