Luxury Brands Adjust Strategy To Enter E-Commerce Market

Under the tide of the Internet, consumption upgrading and social pformation are pregnant with too many consumer blind spots and business opportunities. The fashion industry is constantly being infiltrated and pformed by various new technologies and new technologies, either actively or passively.

However, regardless of the ever-changing nature, the essence of business is insight into human nature.

Whether online or offline, technological progress, industrial upgrading, or business pformation and mode innovation, it is all about ultimate consumption and consumers.

The top priority of the clothing industry is to think about where our customers are. What is their real demand? Whether it is luxury brands, or parity fashion or just emerging small brands, the biggest challenge now is not to increase the number of stores, nor to create good sales figures, but how to get through online and offline connection channels, from products to channels to experience, reconstruct the communication mode between brands and consumers, and establish a real connection with consumers.

Closing stores does not mean a decline. It may just be a strategic adjustment to keep pace with the times.

A fact that can not be avoided by all fashion brands is the general trend of the development of e-commerce.

This year, Dior, CHANEL, Herm s, Gucci, Cartier, Kenzo and other luxury brands have announced to enter the electricity supplier and constantly test the water online shopping test.

Louis Vuitton recently closed three Chinese stores in Guangzhou, Harbin and Urumqi, and the store in Libai square in Guangzhou is LV's first store in China.

It is also reported that LV will close about 20% stores in China by next year, that is to say, it will reduce its 50 stores in the Chinese market rapidly at the rate of closing a store a month.

The news is like a bomb, making the whole fashion ring in an uproar.

Although LVMH said it will continue to invest in China's store network, it will open two new stores in China next year while refurbishing another two, but it will still be unable to stop the LV store closing.

LV shop is not a case.

In 2014, HugoBoss closed 7 stores, and Ferragamo and Zegna closed 6 stores respectively.

Burberry closes 4 stores. This year, Burberry will close 10 stores, and eventually the total number of stores will be 68.

The number of Armani stores fell from 49 to 44, and the number of Chanel stores was 11.

The number of Prada stores in China was 49 in 2014, but this year it has dropped to 33.

Another recent news is that the Spanish high street fashion brand Mango will end 450 stores in Penny's store in J.C. Penney, 2016, which will significantly reduce the scope of us business, and the group will have only 7 separate stores in the United States.

Correspondingly, luxury brands are being opened up online.

A kind of

Following Burberry, MontBlanc and tiger Heuer, Cartier Cartire officially opened its e-commerce platform in China.

As the most important luxury brand of the luxury group, the Cartier said that users can buy Cartire Cartier products including jewelry, watches, perfume and other products through their official website, enjoying 24 hours of luxury and convenient online shopping experience.

In addition to the Chinese online sales website, Cartier brand has already launched the US e-commerce website in 2010. After 3 years, it promoted its e-commerce website to the main European market.

According to the latest financial reports, the turnover of Cartier's peak group in Hongkong and Macao has continued to decline, and now it is accelerating the test of water electricity providers to save the Chinese market.

Although shopping experience is generally not very good, it is still open.

Dior recently announced its partnership with New York retailer Bergdorf Goodman for the first time in the history of selling shoes online as an official official and participating in this year's black Friday discount shopping festival.

At present, Bergdorf Goodman will provide 14 cruises of Dior2016 cruising series, including street favorite Dior sports shoes, Dior Verso and Dior flower hollowed high heels and single shoes.

The price is 830 US dollars ~1140 dollars.

However, in order to maintain the luxury image of the brand, Dior will not sell some of the heavyweights on the Internet for the time being. It is still stubbornly persisting in the arrogant gesture that the more you want to buy, the less you will buy it easily.

In November 4th, Chanel officially launched the online sales of eyewear products in the United States. This marks the first official entry of Chanel fashion department into the electricity supplier, and it is also another step for Chanel to enter the electricity supplier.

At present, none of the 23 Chanel stores in the US has a complete set of Chanel glasses.

Now, customers can browse or order any Chanel glasses on the Internet or in the store through a tablet computer.

The online order will be delivered by a unified distribution center.

Chanel launched the cosmetics online sale in the United States 10 years ago, and has created a record of achievement.

Inspired by this, Chanel launched the cosmetics online business in Brazil and France in 2012 and 2014 respectively, and plans to expand the layout of the cosmetics business to the UK next year.

At the beginning of this year, Chanel worked with the British luxury electronics business platform Net-a-porter Coco to launch the Coco Crush jewelry micro series as the first bomb to test the water business.

Although it was only an attempt, all the goods were soon sold out.

Chanel, who has tasted the sweetness, has finally changed the attitude of the disliked electricity supplier. It announced that e-commerce services will be launched in 2016. It is possible to supply directly from Europe in the future and provide consumers with the right luxury goods close to European pricing in the form of cross-border electricity providers.

In addition, Chanel revealed that it is possible to expand the optical line business to Europe and Asia in the future, while other accessories products will also be launched online.

At the same time, the brand's three advanced handicraft shops (gloves workshop Causse, hat making workshop Maison Michel and Scotland knitting brand Barrie Knitwear) will also be separately on-line online store.

In November 11th, well, on the day of our hand chopping day, LVMH group's brand Kenzo opened its first commercial service in the United States, covering the whole us, after Kenzo had opened its e-commerce service in Europe.

Kenzo said that the website product will be updated two times a month, and there will be customized customized experience service. It will create a powerful online experience service platform and make it easier for consumers to purchase Kenzo products.

On the same day of last week's double 11, uniqo's single day sales exceeded 6 hundred million.

Double 11 all sorts of data that explode eyeball, let us see the frenzy of electric business, also let us see my spending power to the people deeply.

However, in the environment of economic weakness, luxury days are not getting moist.

Compared to the momentum of fast fashion brands, and countless

With the flourishing development of the brand, the luxury brand that has been carrying the body has to face up to and focus on the electricity supplier, or begin to enter the electricity supplier market sooner or later.

Closing stores does not mean a decline. It may just be a strategic adjustment to keep pace with the times.

A fact that can not be avoided by all fashion brands is the general trend of the development of e-commerce.

According to McKinsey Co data, at present,

Luxury sales account for 6% of the total sales of luxury goods, about 155 billion dollars; by 2025, this figure is expected to rise to 28%, and sales will reach 77 billion 600 million dollars.

How tempting numbers and prospects are, how can people be unmoved?

Among a lot of cold, sluggish luxury cards,

It's definitely an innovator.

This luxurious veteran known for its innovative and bold digital marketing has long been actively embracing the Internet and has already begun to benefit.

(click here to see "Burberry: the forerunner of digital marketing") even now, even the most stubborn Chanel and C e line of Internet sales and anti electric camp are quietly changing their minds and starting to lay down their roles in the electricity supplier.

Burberry proves that luxury goods can be well adapted to Internet technology, and Chanel tells us that opponents and hugs are just a line of separation, and there is no water in which wells do not flow.

Once integrated, it will be more radical than the radicals and burst out with boundless vitality.

Because, in the face of commercial interests, there is no persistence and persistence.