今天看 FT 上 奢侈品业的十个秘密 介绍了很多关于奢侈品背后的故事,主要是奢侈品业的改变,第一个奢侈品业从设计到对上下游的整合,来降低成本,增强名牌,比如说奢侈品都在中国制造,利用各种技巧打上名牌标签,尤其是意大利;还比如说奢侈品专卖店——产业“垂直整合”的结果。第二个就是奢侈品业客户群的变化,向中产阶级靠拢,让奢侈品业平民化,至少在国外奢侈品的顾客不只是高级人群,也同样是大多数的中产阶级。但在中国依然奢侈品依然保留很重的阶级划分。

in fashion industry,core assets are the designing talents and brands while intellectual property protection is poor, it is hard to control the ideas, since the design and idea could be easily copied by the competitor. While the incumbents also don’t control assets from  fashion company.  The start-ups have an opportunity to overturn established positions and to capture market leadership by effectively developing and diffusing competence-destroying technology. At the same time, the incumbents have the opportunity to imitate once they recognized the nascent threat The best strategy for those companies is to exploit the blind spot of current market leader and be speed and stealthy. Speed is of essential importance. So that is why the fashion design pops out each season to meet the public demand

For the fashion company to grow, control the costs is also essential. This is obviously seen manufactured in China and brand in EU, also vertically integrated the distribution channel to reduce the cost and enhance the advantage of brands. The most important marketing strategy is to use the big events as a opportunity to sell and program its brand in people ‘s minds.

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