Where Are The Public Enemies Of The Global Fashion Circle?

In recent years, such as Coach, Gucci and many other international

Sales declined.

The electronic brand "apple" is gradually entering the fashion industry, and poses a threat to traditional fashion brands.

As a result, international fashion brands increasingly regard the technology and innovation companies as strong competitors.

In the past two years, Apple Corp has been closely related to the clothing and luxury goods industry. From the multiple executives of the luxury goods industry to the report, it has been reported that Apple Mobile has surpassed Louis Weedon, becoming the first luxury item and occupying the market share of clothing luxury brands. This technology brand in the electronic field is more and more attracted by the fashion industry's attention and vigilance.

In the past year, international luxury brands have been dissatisfied with Apple Corp. The company has taken over a number of important managers in the luxury industry, such as Burberry's former CEO Angela Alendez (Angela Ahrendts), who went to Apple as senior vice president in 2013, and is responsible for retail business. Saint CEO Paul Deneve, vice president of, is responsible for the smart watch project.

In addition, Enrique Atienza, a former senior vice president of Levi Strauss, has become an apple retail supervisor in the west coast of the United States. Musa Tariq, a former global social media executive director of Nike and a former global social media executive director of Burberry, has joined Apple Corp in.

And this is the opposite.

The group launched a counterattack against Apple Corp and hired former Apple Corp executives as chief digital control.

This is one of the most attractive hiring practices for digital business executives in the luxury sector.

In fact, the flow of talent is a normal thing.

Apple Corp needs the sales elite of the fashion industry, and the fashion industry pays more attention to technical talents after entering the electricity supplier field.

Fashion brands regard Apple Corp as competitors, not because employees are "dug", but "apple" has considerable competitiveness in the marketing field, especially in the field of digital marketing. It has posed a threat to traditional fashion brands.

In the fourth quarter of last year, iPhone sold more than any other smartphone in China in the last quarter of the year, but also beat LV and Hermes to become the most popular gifts of Chinese affluent people in the latest quarter of 2015.

In comparison, the annual growth rate of luxury goods sales has slowed to about 5% in recent years, and most of the sales performance of international retail brands has declined.

International brands such as Coach and Gucci are facing tough choices to close some stores.

At the same time, more and more

The brand realizes that if we want to improve our performance, we must take the road of digital marketing.

The McKinsey digital luxury experience report showed that up to 2014, online luxury sales amounted to 14 billion euros, accounting for 6% of the global sales of personal luxury goods, up 50% from the same period in 2013.

It is expected that in the next 10 years, the sales of luxury electric business will increase significantly. By 2025, global online luxury goods sales will reach 70 billion euros, accounting for 18% of the total sales of luxury goods.

Zhou Ting, a luxury researcher, once said that the Internet is the future trend of the luxury industry. LV and other luxury goods groups pay more and more attention to the construction of the electronic business platform and the incorporation of talent resources under the digital system.

It is precisely because of this that LV has "dug" from Apple Corp.

While Ryui Masa still sees apple as a competitor, other brands have long seen the situation close to the "imaginary enemy".

LV, Boboli and Mark Jakob have long started producing "coats" for the "apple" tablet computer.

With the expansion of Apple's products, fashion brands also respond.

In September 10th, Hermes announced a partnership with Apple Corp to launch the apple watch Hermes series, the apple watch with the Hermes case and watch strap, which starts at $1100.

In addition, this series of products will be on sale in Hermes special store since October. Since then, Apple has been integrating with fashion brands in every direction, from product to sales channel in every field.

Pan Ning, President of UNIQLO China, once interpreted Ryui Masa's words: iPhone and UNIQLO changed and promoted people's lives respectively from the perspective of smart phones and clothing.

To set an innovative brand as an imaginary enemy, the fashion brand has a clearer development direction.

UNIQLO's best interpretation of this sentence may be the introduction of the 3D fitting room.

At the end of last year, its virtual fitting room opened in the new store in Santiago, which made up for the online shopping "can not see and wear" short board.

Indeed, as Pan Ning said, digging people or cooperation, and fashion brands regard apple as their competitors. In the final analysis, they are innovative and better business models.