Can Luxury Goods Really Take The Road Of "Outlet"?

Outlet's ultra-low discount will trigger consumers' strong desire to buy.

In a suburb near New York, a Japanese woman's sharp, shrill voice drowned in the noisy crowd. LV The classic bag, in Chanel dress, is full of Burberry, Coach, Dolce & Gabbana, Giorgio Armani, Gucci shopping bags, and the small figure is flexibly shuttling through the crowded crowd. If you are careful enough, you will find that most of the people here are full of shopping bags and have a very rich harvest.

Yes, this is the largest shopping mall Woodbury Common Premium Outlets in the eastern part of the United States. Although this outlets is not in New York, it is not inferior to the popularity and popularity of New York. Its traffic can even rival that of the famous Fifth Avenue. This can be seen from the weekly numbers of the major travel agents in Toronto, China: outlet

Woodbury Common Premium Outlets

For example, East Asia Travel Agency, Tai'an travel agency, big class travel agency, Tianma Travel Agency and so on, in their group of New York and Manhattan three day tours or sightseeing shopping groups, especially stressed that Woodbury Outlet Mall is one of the essential scenic spots. They are in groups two to three times a week, especially from the end of November to the Christmas holidays in December, each week also needs to increase the number of times to meet consumers who want to travel shopping in the south. In order to satisfy tourists' shopping crazie, some travel agencies specifically stated that they should stay here for at least 6 hours.

In addition, Camarillo Premium Outlets near Losangeles, California, North Georgia Premium Outlets near Atlanta, Georgia, Las Vegas Premium Outlets, Nevada, and Flori Dazhou Orlando Premium Outlets and other brand discount stores, the scene is also unusually hot. Luxury brands such as Lacoste, Ralph Lauren, Estee Lander, Lancome and so on are selling at outlet, which is 5-6 cheaper than the franchised stores, or even as low as 90 percent off. The discount of top brands has made many consumers crazy, and it has also triggered a great deal of enthusiasm of foreign tourists.

The popularity of Outlet has attracted a large number of luxury goods, and even some brands have set up outlet independently, such as Calvin Klein and Coach. Why are the big names so popular with Outlet? On the one hand, outlet's merchandise is several times cheaper than the counter, and the discount psychology has stimulated and satisfied consumers' desire to buy luxury goods. On the other hand, outlet has opened up a new sales channel for luxury goods, solved the large number of inventory caused by the seasonal replacement, and to a certain extent, has saved the luxury goods price but limited sales losses. Outlet's popularity is attractive to consumers and luxury brands.

Outlet did attract some brands, but a small number of luxury brands did not enter outlet. For example, clothing brands Louis Vuitton and Hermes never discount, nor did they appear in outlet. As for pure cosmetic brand VII, Maria Galland is also true. The charm of Outlet does not seem to attract them. The reason for this is that it is "unnecessary".

LV has always insisted on "never discount" and has refused to enter outlet. HVMH group's Louis Vuitton's head of Public Relations Department said, just like the nobility, surname, badge and so on, once the symbol of the aristocracy, the symbol meaning of luxury brand is success and affluence, which need not be realized through "discount". {page_break}

Compared with LV euphemism, VII is more straightforward, the company official said, VII products will only be sold at the fixed senior beauty salon, and outlet is not suitable for us. We mainly customize each customer's skin and requirements to meet the needs of different customers, so there will be very little backlog of goods, naturally do not need outlet to process products. Moreover, the discount and promotion of outlet may also reduce the brand level, destroy the brand image and make the brand cheaper, which is not a wise choice.

But the person in charge of Oscar de la Renta does not agree with this view. He believes that outlet will not lower the brand's style. There is no direct connection between the brand value and the discount. Is Oscar de la Renta not a luxury item because of the discount of outlet? He also said that "outlet" is the inevitable trend of the development of luxury brands in the future. Even if a few brands do not accept the mode of "Renta", the mainstream trend will not change, and more and more brands will be settled down. Perhaps in the near future, with the development of the economy, it will be possible to break the pattern that a few luxury goods are excluded from outlet.

But is it true that luxury can really take all the way of "outlet"? So far, no one can really say that we can only wait and see when we can wait to prove it.