LV And Other Luxury Brands Expand The Men's Product Line.

No matter what the car and wrist watch originally designed for men is, P, it is not necessary to say that in men's preference for < a target= "_blank" href= "//www.sjfzxm.com/" > dress < /a > a href= "//www.sjfzxm.com/news/index_f.asp" > luggage accessories "/a", men are also more interested than ever before.

Even in the mature luxury market in Europe and America, the sales of high-end men's clothing increased by 2 times over the past 5 years.

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< p > men have become more and more fashionable. They care more about their appearance and dress better.

The World Luxury Association's blue book on world luxury report released last year shows that over the past 5 years, the growth rate of men's high-end products has exceeded women in all categories.

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< p > for the fast-growing market of male luxury goods, all brands have broken in. Many luxury brands such as a href= "//www.sjfzxm.com/news/index_f.asp" > GUCCI < /a > (micro-blog), < a href= "//www.sjfzxm.com/news/index_f.asp" > LV "/a" or "even" have begun to pay more attention and devotion to men, widen men's product lines, and even create men's product stores. The luxury market is undergoing a gender pformation and entering the "he" era of luxury goods.

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< p > the rise of male market < /p >

This is not a good news for many luxury brands this year, P.

In the second quarter earnings report of Burberry, retail sales increased by 1%, slowing 5% compared with the first quarter, while LVMH group began to slow down sales growth from the first quarter of this year. When Burberry shares fell 7%, LVMH and CFR also suffered from varying degrees of share price declines.

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< p > however, in the research of LS:N Global of fashion trend prediction agency, "women's perceptual consumption habits decide that they are more vulnerable to the economic crisis, while the male market consumption performance is more rational and stable, and the market potential is still very large."

Therefore, some luxury brands have adjusted product lines one after another to compete for the layout of the male market.

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< p > Coach has always insisted on "light luxury" positioning in the luxury market. Although it started from the men's accessories brand 71 years ago, sales have been dominated by women since the development of women's market in 1960s. Until 1990s, sales of Coach men's products still accounted for only 25% of total sales.

In the Chinese market, Coach has only 16% brand awareness among men. This is the view of Jonathan Seliger, President and CEO of Coach, "men are a huge market opportunity for Coach".

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"P", so from 2010, Coach began to rebuild the male market. In the US and global markets, it focused on developing men's handbags and accessories products lines, and first opened men's product stores in North America, and the independent concept store for men's products was just opened to Shanghai in October.

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Hermes, which is located on the top of luxury brand Pyramid, has never changed its shop rules and pace easily. But men have also made Hermes unable to look at it again.

In 2010, Hermes opened the world's first male store, "Hermes MAN New York flagship store" on Madison Avenue in New York, USA. Specifically for men's taste and < a target= "_blank" href= "//www.sjfzxm.com/" > dress > /a > features, the store was designed as a tailored shop style and provided with tailored service.

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< p > although in recent years, this may be the only Hermes store in the world, this store has shown the overall potential of the male market.

In fiscal year 2011, sales of Hermes men's clothing totaled 2 billion 840 million euros, accounting for 1/3 of the total sales of Hermes. In October this year, Hermes Man menswear store hosted a guest dinner, Hermes Paris company chairman and chief executive Robert Chavez also could not help expressing the accident of this Sales increment.

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< p > in the era of the new arrival of the luxury market, some people have chosen to adjust their routes and rearrange their portfolios internally, and some people will expand their capital outside to cope with the rapidly growing men's consumption group.

As predicted by De Montgolfier, director of consumer products at Bain consulting EMEA (Europe, Africa and Middle East) last year, "men's clothing market is about to usher in a wave of corporate acquisitions, especially in the field of apparel accessories".

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< p > Louis Vuitton (LV) has always been focused on bags and handbags in people's impression, but "Tai Pu" has become a shadow that LV has been unable to get rid of in recent years. It is necessary to keep the position of luxury luxury cards, and to find opportunities to strengthen customizing business. Recently, the men who broke in recently were better than LV.

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P group, which already owns dozens of brands, naturally continues to do its own business. In June this year, LVMH acquired a 79 year old French custom dress shop Arnys, which has been released for a long time. Although the purchase amount has not yet been announced, Arnys has sold around 10 million euros in 2011. "LV"

PPR, a luxury retail group in France, also competed in the Arnys acquisition. Although it was defeated by LV, PPR also completed the acquisition of Brioni for Rome menswear brand in Italy in September 2011.

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< p > in fact, paying attention to men naturally is not a few independent actions. Compared with the early entry of RalphLauren and Dolce&Gabbana, and even in recent years, Italy brand Gucci and Bottega Veneta have begun to try to set up shops that only sell men's wear and men's accessories to meet the needs of men.

Even the women's shoes brand Jimmy Choo, which originated from women's < a target= "_blank" href= "//www.sjfzxm.com/ > shoes > /a", and "Christian Louboutin" with red bottom high heeled shoes deeply rooted in people's hearts, have turned into male shoe shops. The rise of male rights in luxury brands has become a trend.

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< p > "he" era consumption < /p >

Men and women always have different luxury consumption motives and consumer behavior. < p > the characteristics of luxury goods consumption in the luxury market have gradually become clearer after the pformation of gender.

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< p > the research on luxury consumption motivation in the World Luxury Association's "luxury behavior psychology trend report" is different from that of women's satisfaction with sensual enjoyment and emotional experience. In luxury male consumers, the quality satisfaction and body expression of luxury goods are the most important attraction.

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In the choice of brand, women may be more easily moved by gorgeous advertisements, but men have more rational and planned consumption of luxury goods. They are more interested in the quality and texture of their products, and are more accustomed to the services of experts. Therefore, most men have higher brand loyalty than women. P

Perhaps, like Tancr De De Lalun, director of marketing at Paris spring department store, "women are consumed by feeling, while men are driven by skills and technology".

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< p > luxury brands want to capture more elite men's hearts. They must cater to men's needs and tastes in products. Therefore, professional quality is the key to every brand to occupy the male market.

The high-end brand a target= "_blank" href= "//www.sjfzxm.com/" > designer "/a" brand has always been well versed in this way. From product to sale, the brand is highly sold as a selling point, and the brand history and high-end production characteristics are highly integrated.

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< p > in the introduction of Jonathan Seliger, "Coach will still adhere to the annual customer survey of $5 million per year, and even visit the male customers' home to find out what and what they need in their wardrobe", while Coach's brand promotion for male consumers also emphasizes the functionality of their lives and emphasizes the workmanship and quality.

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< p > professional tailored and tailored services are naturally more attractive to male consumers. France's 100 years customized men's shoe store Berluti has been incorporated into LVMH in 1993. It has been expanding around the world for several years, providing top-level leather shoes customized services for elite men of all countries. LV's acquisition of Arnys for men's custom shop is not just for expansion.

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Since P was founded in 1933, although it has few appearances in the fashion media, its highly sophisticated French tailored menswear has always been favored by celebrities and industrialists. Picasso and Hemingway have been loyal customers of Arnys.

LV also wants to use Arnys's exquisite customization technology to expand its wings for its brand Berluti, so that Berluti can enter the wardrobe from the shoe cabinet and attract elite men with high-end customization technology.

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< p > but concern for quality can not change the masculine mode of shopping and consuming behavior. Women can linger around the shop all afternoon, but this is unthinkable for men.

In its consumer research, Coach found that "men usually do their homework before shopping, enter the store with a strong purpose, and then buy and leave directly."

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< p > to cater for those men who do not like shopping, the brand new men's stores are consistent with the brand's whole style while taking into account the feelings of the men.

Hermes will decorate the only men's product shop as a traditional tailor's shop style, with its russet sandstone appearance, its interior tone, and its special box providing tailored service. It's more like a gentlemen's club.

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< p > however, in LS:N Global research, men spend much less time shopping than women, but they usually bring higher luxury consumption.

In the sales data of Beijing Pacific department store last year, the proportion of men's shopping is 30%, they appear at a low frequency, but on average, the price per customer is 2-3 times higher than that of female consumers.

As a result, the luxury market has also undergone a pformation, male tone gradually emerged.

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< p > domestic "him" market < /p >

In the luxury market, the contribution rate of "P" is increasing in all parts of the world.

After the financial turmoil in 2009, men all over the world wanted to fill their closet with the new a target= "_blank" href= "//www.sjfzxm.com/" > clothes "/a" as soon as possible. However, Bain's 2011 luxury survey report showed that "male consumers from emerging markets, especially the Chinese market, are the most important driving force for purchasing".

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< p > according to the research data of Euromonitor, a market research firm, the luxury market for Chinese women increased by 7% in the period 2005 -2009, and this figure was 48% in the male market.

This seems to have been supported by a href= "http://fz.sjfzxm.com/" > Coach < /a >. At the end of the fiscal year, Coach completed 400 million US dollar sales in the global men's market, which accounted for only 9% of the total sales, but sales in Chinese men's category accounted for 40% of the total sales in the Chinese market.

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< p > in fact, unlike the sales performance in the international market, China's luxury market has always been a "male power" market.

The 2011 China millionaire brand report shows that among Chinese luxury consumers, 2/3 is male.

In emerging markets, men are usually the first consumers of luxury goods.

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< p > Chinese men's luxury consumption has its own characteristics.

According to Bain statistics, 50% of the luxury consumption in the Chinese market is used for gift giving.

However, changes in the purchasing habits of male consumers in the Chinese market can not be ignored.

It is no longer an impossible task for Chinese men to pay attention to and care about fashion.

As Jonathan Seliger mentioned, "Chinese men are becoming more and more fashionable. They pay more attention to their dress and accessories."

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< p > but these are only half the truth. The rise of Chinese male consumer groups is ultimately due to the accumulation of their social wealth.

In the comprehensive research report on "high-end male lifestyle and needs" released by China Merchants Bank in GQ Chile, men account for about 7 of the high-end consumer groups. Most of them are in high positions, with an average annual salary of 510 thousand yuan and an average annual household income of over 760 thousand yuan.

They are increasingly keen on brand consumption and have become the backbone of high-end consumption in China.

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< p > such a group of new rich men consumers are mostly born in 60s and 70s twentieth Century. They are already very different from their parents. They begin to pay attention to their appearance and enjoy life, and their demands for identity are becoming more and more diversified. Perhaps, in the presence of senior executives, they still want to be able to appear as athletes and art lovers, so the products of men's products are naturally enriched.

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< p > in the annual Group focus research conducted by COACH, the products of Chinese men are no longer confined to shoes or suits. They have begun to pay more attention to accessories, watches, neckties and even handbags have become the feasible choices for men to express their taste.

In high-end department stores, the products in men's goods stores are more abundant and meticulous. Jewelry, handbags, glasses, jewelry and even cosmetics are all dabbled.

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< p > in many Chinese men's high-end brand consumption behavior, although identity and wealth expression is still important, even LV has sales data show that "a href=" http://fz.sjfzxm.com/ "LV < /a > logo will be more popular than the product with no obvious logo.

However, with the maturity of China's luxury consumption psychology, the way that Chinese men display their wealth is also undergoing subtle changes. Many men no longer choose products with obvious "H", but are keen to show their taste in minute details.

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P has gone through this thrilling sex pformation. Men have taken their pursuit of high-end quality and brought the luxury market into the elite consumption era of "him", and the layout of luxury brands in the male market is also being staged.

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