Why Are Luxury Brands So Far Unwilling To Enter The Big Size Women'S Clothing Market?

The title is Michael Kors show.

When you like something, people always seem to be very simple and fearless, but if you want to turn down a person or a thing, you will come up with ten thousand excuses.

This principle is especially suitable for luxury goods, as a dream making industry.

Brands are still reluctant to enter the fast development of large yards.

Market, but it never tells people the real reason.

"Higher costs" and "bad health for consumers" are all reasons for luxury goods.

A female consumer who likes Dior very much has blocked her purchase.

The reason for the skirt is not the price, but the brand's requirement for narrow body is too harsh.

She was daunting to make ordinary people stature.

In fact, most luxury brands fail to meet the needs of ordinary consumers.

It seems that reasonable reasons are not enough to support rational business logic. If fat means unhealthy, then anorexia models are not equal to health.

Moreover, luxury goods are facing a surprisingly large number of women's clothing market. The market is growing at a high speed. Whether it is for the pursuit of profits or respect for human rights, the big size women's clothing market is worthy of attention.

According to the world clothing and shoe net, the famous British medical journal Lancet published the global weight survey report in 2016. It found that the number of obesity in China and the United States is the two largest in the world, and China has surpassed the United States.

As early as 2014, there were more than 266 million obese men and 375 million obese women worldwide.

This group is not a small group, but an important component of society.

Dolce & Gabbana 2017 fall ad

However, business has been ignoring this market, especially in the apparel industry.

The large number of women's clothing coverage is extremely subdivided, only to meet the long tail demand. Even after the rise of the Internet, the overall market of large size women's clothing is still very small.

From the clothing industry to the fashion industry, the supply of big size women's clothing is shrinking.

According to Glossy, luxury goods have recently been expanding their sizes. Edited, a market maker, recently discovered that 1000 luxury brands advertised themselves for producing large size costumes with codes of 12, 14, 16 and above. However, this effort has hardly appeared in marketing, which is quite different from the actions of environmental protection and corporate social responsibility.

Although in recent years, from the field of modeling, you can see the appearance of some large code models, such as Crystal Renn, Ashley Graham, Robyn Lawley, etc. in the autumn advertisement, Dolce has also appeared a big code model, but in fact, luxury goods are not very recognized for the big code aesthetics, and there is still not enough room for the large number of women in the supply of goods. The appearance of these large numbers of women in advertising is just to reflect the brand's pursuit of cultural diversity.

Or, they just want people to think that "luxury is bold enough", thereby arousing the recognition of brand spirit.

A luxury brand executive once told fashion industry Glossy that luxury goods are very keen to portray themselves as brave public artists, but "luxury goods are hesitant in the field of innovation. They are not so bold."

This is because luxury judgments for a new decision are sometimes not entirely from their own point of view, they are more concerned about competitors' actions, or depend on the number of competitors' actions.

"When people in luxury goods do something, then others can follow, but there are huge risk factors."

So when someone wants to persuade luxury goods to innovate, luxury goods always ask whether the same brand has done it, the executive said.

Therefore, when adapting to the new consumption trend, luxury goods are always slower than other members in fashion industry, such as fast fashion.

Both ASOS and H&M began selling big size women's clothing in 2010 and 2011. There were also some vertical brands such as Eloquii and Dia&Co in the industry.

These trends have already affected some high-end designers. Michael Kors and others have once expressed their importance to big size women's clothing, and they have made bigger sizes, but they are limited in number and can not persuade too many peers.

Moreover, although Michael Kors has made a large number of women's clothing, it hardly advertises this part of the business, nor does it sell on the Internet.

Big size women's clothing has become a dark and obscure thing for luxury goods. In essence, it is because the mainstream values of society still insist that obesity is not beautiful, and luxury goods do not intend to enter a more popular market.

For a long time, this delicate balance will continue.

However, CEO Jim Fosina of Fosina Marketing Group believes that if the luxury goods insist on the old standards, they will pay the price accordingly.

Because NPD, a market maker, shows that these big women have enough money, and they are even the main group of luxury goods.

More interesting reports, please pay attention to the world clothing shoes and hats net.