Positioning Young Consumers LV And Gucci Tide Card

The digital world, controlled by young consumers, has a near stubborn preference for the street trend, forcing LV and Gucci to go on the tide.

The vigorous anti corruption campaign started at the end of 2011, which made the luxury men's wear industry unhappy. It directly led the laus-Dietrich Lahrs, the CEO of Hugo Boss AG (BOSS.DE), Hugo Bos group, to win the 8 year achievement of the industry, and led the company's luxury strategy to die out, focusing only on the high-end market.

Another high-end men's clothing group Ermenegildo Zegna SpA Zegna also suffered setbacks. The Italy group, known as the "men's clothing industry Ferrari", has been shrinking since 2013. It didn't slow down until 2017, with the help of the luxury industry.

However, the luxury industry has not changed the importance of men's clothing because of the above situation. The industry has found a way to subvert the traditional way -- completely abandoning the fashion and style of traditional luxury men's wear, instead of promoting the younger generation of consumers through tidal brand design.

This year, the world's largest luxury brand Louis Vuitton (hereinafter referred to as "LV") Louis Weedon, in order to let the tide brand designer Virgil Abloh, "ascend the base", at the expense of the world's largest luxury group LVMH Mo, t Hennessy Louis Vuitton Vuitton (HON) road, the designer of the world's largest luxury group, moved to the designer, cleaned the long term artistic director of the company, washed the long term artistic director of the long term men's clothing, and sent him to the same position.

LV fashion show

Gucci Gucci fashion show

And LV's biggest competitor, Italy brand Gucci, Gucci's parent company Kering SA (KER.PA) Kai Yun group, boldly launched young designer Demna Gvasalia in 2015 as the artistic director of Paris's old fashion house Balenciaga, Paris.

In 2016, Demna Gvasalia released the first men's wear show for nearly 100 years for Balenciaga.

LVMH SE group fashion department chairman and chief executive officer Sidney Toledano said that this street style is not a spur of the fashion industry, but a real deep trend.

Since the development of social media,

There are few so-called stylistic trends in the industry, but the digital world controlled by young consumers has a near stubborn preference for street trend.

In LV's latest men's show, Virgil Abloh and Kanye West have expressed their sympathy. The former even shed tears of tears through the political correctness of racism.

However, the situation is still quite a lot.

People think that it is a kind of "commercial performance", which is still the logic behind the sale of luxury goods industry.

Shayne Oliver, the founder of Hood By Air, the founder of Shayne street, once said that the street trend card has become the latest trend in the luxury industry, which allows people to spend money on things that look dirty.

Tang Xiaotang, founder of fashion industry research and consulting investment organization No Agency, said that the younger generation of consumers can not get rid of the vanity of consumer psychology. What is even more vain is that the younger generation also wants to label themselves with treason, while luxury Street turns out to be totally in line with their tastes. "LOGO and price of luxury goods and their pretending to rebel" are particularly evident in men.

Sidney Toledano, who was promoted from Dior, told Reuters that the trend of men's wear sales has been very clear, and partly driven by young consumers.

At the end of May, Balenciaga CEO Cedric Charbit said at a luxury industry summit that in addition to the contribution of the millennial generation, the sales growth of men's fashion products is now the biggest contribution to Balenciaga.

Research Institute Euromonitor Euro International said that in 2012-2017 years and 5 years, the sales of men's clothing in Western Europe decreased by 700 million US dollars, but the high-end denim showed an increase.

In the social media age, men pay more attention to appearance and dress is more relaxed, thus creating a new trend and the growth of men's clothing business, said Marguerite Le Rolland,

The agency said that in 2017, the clothing market of 1 trillion and 700 billion dollars, men's clothing share less than 1/4, but in 2017-2022 years, men's clothing performance will be better than women's clothing, with a compound growth rate of 2%.

Saks Fifth Avenue fashion director of New York high-end department store Roopal Patel said that the men's clothing business in the past 5 years has exploded.

He said that the men's clothing sold by the company has evolved from a single evening dress to designer brand, weekend casual wear and even sportswear, while Ami, Off-White and so on are the new brands introduced by the company, while the founder of Off-White and LV men's wear art belong to one person.