Luxury Group Prada Sales Performance Stagnation Sub Line Miu Miu Future Worries The Industry

In recent years, many fashion brands have turned off the secondary line, including Michael Kors, Burberry and Marc by Marc Jacobs, all of which have closed down some of their secondary lines.

Italy luxury group Prada can be said to have been struggling.

Sales performance has been stagnant for more than two years. Last month, the performance is still in poor condition. It seems that there is no sign of improvement. Similarly, the sister brand Miu Miu of Prada is also so.

As Bloomberg analyst Andrew Roberts recently pointed out, "the collapse of demand from China, the strong dollar and the terrorist attacks in Paris led to the dark year of luxury industry in 2015, especially for Prada group.

In short, demons are no longer wearing Prada. In fact, fewer and fewer people are wearing Prada.

Over the years, it has been in the plight of excessive retail expansion and high exposure, of which the Greater China market has become the hardest hit area of recession, which means that more unreasonable shops will be closed.

Although the Miu Miu belonging to the same group has sales growth, the contribution of the brand is obviously a drop in the bucket in the face of the negative impact of Prada, which accounts for more than 80% of the group's revenue.

Under the shock of the fashion retail market, the main brand is in the mire of performance.

The prospect of closure is causing concern in the industry.

This is obviously not a hole.

If the time goes back to ten years ago, it is hard to imagine that luxury goods groups will kill their brands. Large luxury goods groups and fashion brands are keen to develop multiple sub lines, so that brand consumers are strictly or precisely separated from each other to get the biggest profit.

MiuMiu, as the secondary line of Prada, is at the peak of Miuccia Prada's creativity. At least in the consumer positioning, the brand named after the Miuccia nickname has embarked on a completely different road from Prada to the beginning. As the two become more and more similar, it is tempting to ask whether Ms. Miuccia's creative energy has been showing a downward trend.

In the Miu Miu016 autumn and winter fashion show, the brand is seeking a shortcut to get a lot of media attention and fans' attention, which is to bring a series of new generation models.

Data show that the modern supermodel lineup of Miu Miu has enabled its fan interaction to reach 87 million on Instagram, including Kendall Jenner, Gigi Hadid and Emily Ratajkowski, which are invited to show up in Miu Miu.

This is undoubtedly a surprising move, because the brand director Miuccia Prada is never a conservative person. However, in the current circumstances, she is obviously different from the past in the popularity of the bad brand, and also reflects the decline of Miu Miu in recent years.

However, this is not a traditional Miu Miu show. With more and more frequent adoption of this new model, it has largely concealed the design of Miu Miu on fashion shows.

Fashion Critic Cathy horyn concluded: "Miu Miu is obviously in trouble. In this latest series, you can see that Prada is trying to close the Miu Miu to the main brand line, and basically copies some of the design works exhibited in Milan last month, such as burlap coat, basic military jacket, diamond pattern sweater.

But if Miu Miu wants to revive, she needs a more comprehensive reform. "

Some analysts say that not all consumers are satisfied with the fashion show full of social star models. It's like a cheap marketing strategy. Miuccia, as a truly visionary and creative fashion industry leader, should think further, even if the giant is falling into a period of weak performance.

Previously, the Prada group has been trying to pull the growth of the group business through the Miu Miu sub line, but it seems that it has not yet entered the stage of scale returns.

According to some analysts, under the current cruel fashion retail situation, the Prada group's Miu miu sub line approach is no longer applicable, which not only weakens the influence of both, but also increases the cost.

Many years ago,

With its specific clusters and consumer groups, and in the era of information technology, all brands are forced to return to the same starting line.

Once the principle of consumer segmentation is no longer applicable, fashion brands need to constantly expand their design styles to meet changing needs, otherwise customers will be robbed by others, such as fast fashion brands.

Luca Solca, director of Paris Exane BNP, a luxury research Financial Services Company, has said that consumers now have more choices, and the products that independent designers cooperate with large retailers are also emerging.

Now, the main line and sub line of brands have become indistinguishable. To a large extent, they also benefit from the development of fashion industry and the increase of audience. When business is large enough, it will become more and more difficult to separate and develop each other.

Dolce&Gabbana shut down their applause and D&G. Before that, the two product lines also faced similar situations. The designer decided to concentrate all the features on a product line and close the relatively cheap side line.

Due to the sluggish sales, customer loyalty has declined significantly over the past decades, but the product is still the most important. Especially in the heavily relied Great China market, Miu Miu still has no core handbag style captive consumers.

No one pays attention to clothing, and the exposure of social media is only a temporary reflection. In the near future, the situation of Miu Miu will return to its original state.

In recent years, many fashion brands have turned off the secondary line, including Michael Kors, Burberry and Marc by Marc Jacobs, all of which have closed down some of their secondary lines.

For the view of the sub line brand, designer Wakubo Rei once said that from the beginning, it avoided the idea of "sub line" and never liked the idea of "secondary line" because it diluted the brand, and it weakened the idea.