Create A Fashion "Light Luxury" Brand Through Hard Work

Unique bearing Design The "light luxury" products with good quality and reasonable price, like a ray of breeze, are blowing the hearts of fashionable people and gradually becoming the new favorite of fashion categories. How to build a light luxury product platform suitable for the enterprise's own brand development?

The past two years have undoubtedly witnessed the popularity of "fast fashion". However, after the "crazy pursuit" of fast fashion style and design, many problems have emerged. For example, design plagiarism, poor quality, etc., which makes consumers' obsession with it gradually cool and return to rationality.

Nowadays, more and more customers are pursuing real good design and high quality, but the high price of traditional luxury brands is still a luxury for many people, and the existing popular fashion brands cannot meet the dual needs of quality and design. At this time, "light luxury" appears naturally. They are positioned at middle and high grade, with a unique taste of life experience, and are popular among white-collar workers.

Light luxury, allowing both fashion and quality

The earliest light luxury brand came from the women's shoes MOONSA in Florence, which defined the soul of light luxury products: real fashion should not be in direct proportion to the update speed, but the artistic creation of excellent designers through time precipitation and painstaking efforts.

In general, light luxury is a fashion category between luxury and fast fashion. It combines the original design of top designers and high-quality fabric technology. Obviously, white-collar workers' dual pursuit of fashion and quality determines that their shopping range is rational consumption moving up and down within the concept of "light luxury". They are not pursuing grand luxury, but are willing to pay a relatively controllable "higher price" for personality, comfort and fashion.

Who will favor "light luxury"

In China, the consumption of light luxury products comes from two aspects: one is the daily consumption of the wealthy class, which reflects their fashion and quality of life. They have certain economic conditions and appreciation ability, have a certain understanding of the fashion industry, and their consumption motivation comes from the pursuit of high-quality, high-grade life and the manifestation of social status and identity. Second, white-collar workers' consumption reflects their own personality. Ordinary white-collar users consume light luxury goods in order to reward themselves occasionally after busy work, but the average age is lower than that of buyers who specialize in high-end luxury goods.

According to relevant reports, the mainstream consumers of light and luxury goods in mainland China have reached 16% of the total population, about 200 million people. These people mainly live in China's first and second tier cities, with a monthly income of between 10000 yuan and 50000 yuan, and sometimes overlap with luxury consumption. From this perspective, there is no longer a clear distinction between light luxury goods and high-end luxury goods. These growing consumers will not only appreciate the light luxury goods worth thousands of yuan, but also will not discourage them from chasing the elegance of priceless jewelry and watches with several months' salary.

Strictly speaking, the consumer groups of light luxury cannot be clearly divided. In many occasions, the consumer groups of light luxury and luxury exist together and sometimes intersect. In particular, the business operation mode that some brands intend to adopt is to attract compound consumers through a multi win strategy, which makes it more difficult to distinguish the light luxury consumer groups. However, one thing is clear: the consumer groups of light luxury products are constantly increasing and becoming more and more segmented, and their loyalty to their own light luxury brands is becoming higher and higher.

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Three modes of creating "light luxury"

As the latest fashion trend, light luxury products, different types of clothing enterprises and department stores all hope to find the right entry point as soon as possible to get a share in this fast-growing consumer category. So, how can enterprises successfully create a light luxury product platform suitable for their own brand development by deeply mining and developing existing resources? We believe that only enterprises that can make full use of the concept of "light luxury" to provide consumers with extraordinary experience can effectively use "light luxury" to enhance the competitiveness of enterprises. There are three models for reference.

Model 1: luxury brands derive "light luxury" sub brands

It is nothing new for international luxury brands to seize the field of light luxury by promoting sub brands. For example, Miu Miu is for Prada, Emporio Armani is for Giorgio Armani, DKNY is for Donna Karan, etc., but there are not many brands that can successfully occupy the middle and high-end consumer groups through sub brands. The reason is that the market positioning between most luxury brands and sub brands is not clear, which is reflected in the similar consumption experience brought to customers by using similar materials and designs. The most important thing for luxury brands to create a light luxury sub brand recognized by consumers is to maintain the independence of design with the main brand and a careful grasp of potential consumers.

For example, Prada and Miu Miu successfully demonstrated two different consumption experiences as luxury and light luxury brands by clearly defining the main and sub brands, and became a model for luxury brands to enter the field of light luxury. Prada and Miu Miu have totally different design styles and target audiences except for the background of blood relationship. Throughout Prada and Miu Miu's new designs in recent seasons, there is almost no connection. This enables both the two to compete on the same stage and coexist peacefully with their respective consumers. The specific operation mode is that Prada works hard on tailoring and materials to improve the sense of quality and luxury, making Prada always a synonym for luxury experience, and even this luxury brand experience has become a culture. While Miu Miu works hard in fabric texture, printing, color and other aspects to provide young consumers with the latest and coolest design, so that when consumers buy, they can not only feel the lineage of a big brand, but also feel that the original designers, through careful detail design and special selection of materials, bring consumers a luxury experience that is both noble and affordable.

The most important thing for luxury brands to seize the light luxury market is to enrich the sense of personality design of the secondary light luxury brands based on the excellent quality and unique style of the first tier brands, continue to create unique consumption experience, especially take into account the fashion pursuit of consumers, and extend the price level of luxury brands down to the range of approachable psychological experience, So that more people can feel the value for money when buying a sub line brand.

Mode 2: fast fashion married designer launches light luxury products

In recent years, fast fashion has been popular among many consumers, which is very popular. However, with the increasing number of brands entering the field of fast fashion, the competition is also intensifying. More fast fashion brands seek to change and attract more customers by creating "light luxury" experiential marketing.

Although there has always been a natural gap between light luxury and fast fashion, fast fashion brands still have the opportunity to enter the field of light luxury. First of all, we should start from the gap between the two. Compared with fast fashion, light luxury pays more attention to independent original design and clothing quality. Fast fashion brands need to launch limited edition, high quality, designer driven products within a certain period if they want to have more fans of light luxury, Let potential consumers of light luxury gradually attract them to fast fashion brands to buy conventional products through the light luxury experience activities launched by fast fashion.

The more successful case comes from the famous fast fashion brand H&M, which launched joint works with famous designers and triggered a rush of line up. The limited quantity products were snapped up in just a few days, and these limited edition light luxury products were placed around the fast fashion products, which greatly promoted the consumption and purchase of fast fashion. On the third day of the activity, more admirers could only see empty display cases and banners of limited products. However, these consumers did not turn away immediately, but were attracted by other fast fashion goods in the store and made effective purchases. H&M's sales increased by more than 50% in the last few days when it released its co branded works. The reason is that compared with other fast fashion brands, this light luxury product with "relatively reasonable price+big brand designer+limited quality production" is more attractive to young people. From this phenomenon of queuing and rush buying, we can see consumers' desire for cost-effective products and their desire for exclusive quality.

When fast fashion brands enter the light luxury market, their intention is not to drink. They are more concerned about how to attract more customers and promote the sales of fast fashion products in stores through such measures. Fast fashion merchants can not only upgrade their brands, but also further tap the potential customer flow by jointly launching limited categories of light luxury with famous designers. For fast fashion brands, the formation of effective purchasing power is more important than anything else.

Mode 3: High end department stores create a light luxury franchise experience area

In addition to the fact that production enterprises can expand into light luxury through horizontal product expansion, retail enterprises, which control the terminal, can also enter the light luxury field by guiding the terminal passenger flow. High end shopping centers in Beijing are often equipped with such sales areas: they are composed of excellent international and domestic designer brands. The operators of shopping centers will regularly hold fashion conferences of a certain brand according to their own floor positioning, and gradually build their independent business space into a designer gathering platform through continuous activity experience, Naturally, it attracts a large number of light luxury buyers to experience consumption.

Such attempts not only occur in first tier cities, but also in high-end department stores in prefecture level cities. For example, a high-end department store in a prefecture level city in Shandong has built a whole floor into a high-end women's clothing club. The goods displayed in the store are a collection of many well-known international and domestic designer brands. The business has invited cellist in the women's clothing club, arranged exquisite and delicious snacks, and even a special brand experience area, The history and culture of different brands are displayed in different periods. These comprehensive light luxury experiences continuously attract local high-end consumers, so that they can easily experience the dual experience of quality and fashion brought by light luxury at home.

High end department stores are gradually introducing light luxury products. On the one hand, famous designer independent brands at home and abroad are an important part of light luxury. High end department stores provide a platform for their growth, and at the same time, they also have the most high-quality upstream design resources of light luxury. High end department stores believe that as long as the design concept is unique and excellent enough, they will gradually gain more and more fans by persisting in product quality and design style.

On the other hand, high-end department stores also hope to drive the sales of high-end cosmetics and jewelry by virtue of the effective attraction of the "light luxury" category to high-end consumers. It is observed that high-end department stores in prefecture level cities have corresponding high-end cosmetics brands. It is the most important to effectively attract high-end buyers through luxury experience marketing.

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