French Luxury Brand Chanel Will Introduce Luxury Lifestyle Series Across The Border.

According to the world clothing shoes and hats net,

The "peripheral series" has been warming in recent times.

Luxury brands in France

Recently announced the introduction of cross-border lifestyle extravagant lifestyle series, including sports accessories.

Faced with the upgrading of consumption, many luxury brands began to test the series of products that lead the way of life.

Mobile small side table, Tiffany's silver Mao Xianqiu, LOEWE pottery...

Experts believe that consumption is becoming more and more scenic, and consumers' demand for quality of life is getting higher and higher.

A single product paction does not create the trend of consumption. When a brand creates a lifestyle space, it is more likely to trigger consumer motivation.

But the core value of the brand also has the risk of being pulled down, which will bring the crisis of "brand popularity" to luxury brands.

Cross foot life category

After launching a series of colourful sports series, Chanel unveiled relevant sports accessories. The brand is striving to make new year's fitness goals for consumers.

Chanel's sports accessories include $1773 tennis rackets, $2189 surfboards, $7203 yoga mats, and $9649 cushions.

The move also shows that the brand will officially enter the series of luxury lifestyle.

Luxury brand cross-border life has been constantly heating up.

Prada $185 paper clip, Paris family's 2145 dollar shopping bag, Dior Homme 2500 Euro Limited Edition BMX bike, 1500 dollar pin, 9000 dollar wool ball, 4500 dollar triangle...

Following the opening of the Tiffany Blue Box Cafe, the jewelry brand Tiffany&Co's home boutique series has made a lot of attention in micro-blog and friends circles.

These include home and accessories two series, home products include tableware, desktop accessories, accessories and other sub categories, mainly for home life small items, cups, bowls, knives and forks, plates and so on.

Zhou Ting, President of the Institute of wealth and quality, said that consumers' demand for products based on high quality lifestyle under brand recognition has improved, but they do not really satisfy consumers from quality of life, and even some luxury groups use brand awareness to create marketing gimmicks.

For example, Tiffany 9000 dollars wool ball, by creating hot topics to win consumer attention, product meaning is not sales.

However, a little carelessness in marketing strategy will cause consumers' reverse psychology. At the same time, consumers gradually start rational consumption, and realize the contrast relationship between brands and products. Therefore, the space of brand premium is greatly reduced, and consumers are no longer willing to pay for the brand's popularity and high price.

For a moment?

Although the luxury market has warmed up, the pattern has not yet been settled. Chanel, whose performance has always been difficult to see, has begun to look for new profit growth points.

In 2016, group sales amounted to US $5 billion 670 million, down 9% compared with the same period last year, operating profit of 1 billion 280 million euros, a decrease of 20% compared to the same period last year, and net profit of 874 million US dollars, down 35% from the same period last year.

In 2015, group sales amounted to US $6 billion 240 million, down 17% from the same period last year, operating profit dropped by 23% to US $1 billion 600 million, and net profit of US $1 billion 340 million, down 7% compared to the same period last year.

Two consecutive years of sales and net profits fell, leading to a 22.5% decline in brand profitability.

From women's exclusive office space The Wing to formally enter the lifestyle area, Chanel has been striving to win consumers' favor.

In this industry's protracted war, the brand aging Tiffany has not been spared, and its performance has met Waterloo.

However, the direction of Tiffany's product reform is very clear.

In the three quarter, group sales increased by 2.8% to $976 million compared with the same period last year, while profits rose 5.3% to $100 million, while same store sales fell 1%.

Among them, sales in the Asia Pacific region were driven by strong demand in China, up 15% to 283 million US dollars over the same period last year.

Reed Krakoff, chief Art Officer of Tiffany, said that the brand launched home boutique series combines the best quality, technology and design, and has a certain function. Consumers are used every day and closely related to life.

But apparently, because of the high price, there was a controversy in the market.

Many netizens said, "probably poverty has constrained my imagination" and "should I buy iPhone or buy a canned Tiffany"?

Crisis of "popularity"

Zhou Ting told reporters that consumer escalation prompted consumers to gradually enhance the quality of life needs, but there are not many brand names and trustworthy lifestyle products, but the popularity of luxury brands and brand culture have been deeply rooted in the hearts of the people.

Therefore, when luxury brands introduce lifestyle series, they will be easily accepted by consumers. This is a very important reason.

At the same time, the strategy of diversification of luxury brand products can attract more consumers into the brand's own system, which is a deep reason.

At present, despite the revival of the luxury goods market, many brands are still facing the loss of old customers, and the slow flow of new customers or even the embarrassment of new customers. The customer database is facing a great crisis.

At the critical point of changing customer groups, brands need new growth points to attract consumers into the brand system, especially for the millennial consumers.

Based on the original high priced luxury products, the possibility of interest growth is gradually decreasing, which is why the brand begins to make restaurants, cafes and lifestyle series.

Zhou Ting stressed that pulling down the unit price can expand consumer groups and enter the brand consumption system and become a potential consumer, but there are also strategic risks.

Brand diversification, even relying on low price products, will lower the core value of the brand.

At the same time, the lower level of consumers will also bring the crisis of "brand popularization" to luxury brands.

It seems to be an ingenious way to satisfy consumer psychology, but in the long run, the overall core positioning of the brand is declining.

It is worth mentioning that consumption is becoming more and more scenic, and consumers' demand for lifestyles is gradually improving.

The paction of single product can not create the trend of consumption, but when the brand creates a lifestyle space, it is more likely to trigger consumer motivation.

When the brand is doing the lifestyle scenario, it is easier to educate and guide consumers, instilling a life philosophy for consumers.

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