The Financial Crisis Forced Italy's Luxury Industry To Change And Survive.

The continuity of European sovereign debt crisis detonate The impact on Italy's luxury industry, which is leading the world trend, is very obvious. According to statistics, luxury brands in Italy and France account for more than 70% of the total number of luxury brands in the world, and Italy is the majority of them. At the beginning, Italy was big. Luxury goods Enterprises are not aware of the international financial crisis. They firmly believe that the crisis will not affect themselves. But shortly afterwards, rumors of "Versace" and other top international brands were prepared to go bankrupt due to improper handling of funds in the financial crisis. More South American good people announced their willingness to help Versace, just to erase the "Made in Italy" sign and make an international fashion critic. In an uproar Global loyal fans and hard core fans. Crusade More and more, and the major online media are taking advantage of Italy's luxury industry.

　　 Super pressure The luxury industry in Italy has lowered its noble head.

Italy's landmark luxury jewelry brand Bvlgari (Bvlgari) has finally abandoned its previous practice of non alignment and formed a partnership with French luxury giant Louis Weedon (LVMH) to jointly cope with the economic downturn. After more than a year of negotiations and negotiations, Louis Weedon bought 50.4% of the Italy jewelers Bvlgari shares by way of stock exchange in 1 billion 870 million, then bought the remaining shares by tender, and issued 16 million 500 thousand new shares at 113 euros per share in exchange for 152 million 500 thousand shares of Bvlgari company to consolidate the position of the world's largest luxury goods manufacturer in the jewelry industry. At the same time, soon Bvlgari became the second largest shareholder of Louis Weedon and was elected to the board of directors of the company. Bvlgari CEO Francisco Trapani entered the Louis Weedon Executive Committee, responsible for watch and jewelry business. This strong cooperation has brought notable results to the global development of Bvlgari. Synergy advantage 。

By the end of 2009, the production department of Shang Botong, Bertone, which had a history of more than 90 years in Italy, had slipped to the brink of bankruptcy. Fiat, in the very short of operating capital, resolutely put 600 million euros into the design department and production department of the Broadcom group, and designed and developed the new vehicle model of the United States, one of the top ten sports cars in the world. Marchioe, chief executive of the company, said that Broadcom has always been a loyal spokesperson for the design of international avant-garde models. Martha Lahti has always been a faithful spokesperson for traditional colors and steady style. The inspiration of Broadcom can bring real style transformation to Mashala. The combination of them is a product innovation. Product innovation should not only be in the era of economic growth, but also in the era of financial crisis, because the crisis will usher in another round of economic recovery and high consumption rebound.

Giorgio Armani, a fashion giant, has gone against the previous practice, no longer allowing internal staff to investigate, but has paid a high salary to recruit internationally renowned foreign brain companies to investigate and find out business problems from different angles. By studying the income in 2009, we found that 3/4 of Giorgio Armani's revenues still come from North America and Europe. Japan is still the most important market in Asia, but the growth rate of the Chinese market has reached 35.4%. In North America and Europe, customers can easily buy their latest products by air and train, but the Asian consumers can only take the form of purchasing by themselves, which is time-consuming and expensive. As a result, Armani launched the Asian online shopping. In order to embody the brand image, the delivery is not in the form of parcel post, but the product is loaded into the packaged shopping bag and sent to the customer's hand. This gives Armani a good reputation among Asian consumers.

As early as 2006, Salvatore Ferragamo, one of the three fashion brands in Italy, resolutely changed the management mode of the family business, and hired the former Valentino executive Michele Norsa (Michele Norsa) as the chief executive officer. During the recession, Ferragamo was also beset with tight cash flow. Under the strong recommendation of chairman Ferrucci O, the Ferragamo family decided to abandon the tradition of not listing and guide the company to go public. In June 29th this year, Ferragamo shares were listed on the Milan stock exchange. With nearly 2 billion euros in cash flow, CEO Norsa announced a few days later that the Ferragamo should increase at least 20% of its investment this year to stabilize its brand in the luxury market and expand its distribution channels in emerging markets.

Another fashion giant GUCCI (Gucci) is working hard for the company's 90th anniversary Daqing and seeking big business opportunities in the recession. GUCCI turned its eyes on the auto dealer Fiat, and produced a bold and risky idea: two giants from different industries jointly build a new model -- Fiat 500 special edition 500 by Gucci. What made fashion critics close their eyes is that they finally announced that the design leader of the model was Freda jeyani, the creative director of GUCCI. The news of the appointment came out, criticizing and scolding, unanimous about the behaviour of the layman leading the profession. Where do you know, the Fiat 500 GUCCI special edition has introduced the white and black versions of this year's Milan fashion week, Geneva motor show and Paris auto show, which reflects the breath of Italy neoclassic black and white movies, and suddenly conquered the dire critics and fans. Fiat announced that the car could only be ordered online, blocking the purchase of online shopping in one session. The GUCCI version attracts more customers to the already successful Fiat 500. It is expected that the performance of London and Tokyo auto show will be more eye-catching in the second half of the year.