Over the past few months, the financial crisis on the U.S. luxury market (the world's largest single luxury market) had a significant impact on sales to decline rapidly. Luxury goods industry into an era of uncertainty, luxury goods company itself and decide on their prices. Large-scale industrial under the "luxury price rise did not fall," the motto is a little bit was overthrown.
Author: "International Herald Tribune" columnist
Discount in the end
Throughout the United States the best luxury shopping locations, set the
world's chief designer of the brand-name fashion in a traditional
department store Bergdorf Goodman, brand-name handbags changed
distinguished past, full of counters, will not be able to escape being sold
discounted destiny. A store sales, said: "as if the world has deviated from
the normal direction of development - This is simply not normal." Customers
can look at discounted handbags, as if in the "top secret New York" brand-
name discount department store Century 21.
New York's Fifth Avenue and other retail stores of goods, the wave-Astoria
handbag prices have dropped 40 percent, and is likely with the continued
low sales season. Patricia Marx in December of a "New Yorker" wrote: "Some
of the bag is already discounted list." However, and in New York compared
to other luxury goods retailers, wave-Astoria discount is not the lowest.
Saks Fifth Avenue Thanksgiving Day drastic reduction, discount promotions
fall apparel and cosmetics, and other jewelry repair, and some even three
sales. Some claimed it is the lowest point of a luxury price.
Discount retailers in holiday sales is not new, but in this time of
economic recession in the season, the discount rate in particular. However,
in the luxury goods industry, like this down the price of speed and the
severity of it is unprecedented. Through reduced prices, Sax Fifth Avenue
president and chief marketing officer Ronald Frasch, the Sachs Fifth Avenue
department store boutique this most legendary flagship store into a Fifth
Avenue version of discount shopping malls, to earn the meager profits,
tried to struggle out of the cold winter, so the economic crisis the final
winner. Fleischer refused to comment, he "did not want to talk about this
topic."
"Shopping clan" in power
Winter is a luxury retail ah. Even the family shopping experience, as well
as Sachs Fifth Avenue luxury to cabbage crazy big sale price was surprised.
Consumer bustling store, like dogs, like the siege of the cashmere sweater
shelves and designer clothes. Often thousands of these things before, and
now as long as a few hundred dollars can buy, it seems that people can not
believe my own eyes.
Price up to 2950 U.S. dollars a red Valentino evening dress will really hit
it three? Italian luxury brand Loro Piana's cashmere men's jackets, up to
more than 2000 U.S. dollars and now I only sell 329 U.S. dollars? Comme des
Garcons brand of satin skirt for only 129 U.S. dollars? India is not a
price tag was wrong, right?
Neiman Marcus fashion director Ken Downing, said: "As far as I know, at any
level retailers career has not had this experience." He said that 40 stores
will soon be within Volume into the crazy prices of most commodities
are now playing tickets. In his view, a single price for all luxury goods
prices fell signal.
Privately, the majority of retailers, frankly, a serious economic recession
fears people, price is not just to save this season, but to save the lives
of the entire business.
It is true that the early data show that retailers across the country from
the Black Friday after Thanksgiving crazy discount to Japan and China won
the short-term prosperity, but still not optimistic about the prospects.
United States rich purse, is a luxury the industry can not bear a heavy
burden. According to MasterCard Inc.'s MasterCard Advisors (MasterCard
Advisors LLC), a report said sales of luxury goods in November compared to
last year dropped by 24.4 percentage points. Some individual stores
announced Thanksgiving Day sales, the data show a decline since the early
autumn to continue higher.
Barneys New York customers also receive an e-mail on the promotion. 50% of
the merchandise, including the French master of the creation of luxury shoe
brands Christian Louboutin suede boots, the price dropped to 1195 U.S.
dollars from 720 U.S. dollars; Marc Jacobs bag down to 1250 U.S. dollars
from 629 U.S. dollars. It is noteworthy that should, handbags and shoes is
a luxury retailer's profits where the cash register "card " wonderful
voices such as music. Therefore, Barnes boutiques in New York's low-priced
shoes and bag sales, may mean that some people have to crazy.
Luxury goods in the struggle
As the wave of fashion-Astoria female director Linda Fargo said: "It's
people heartache." She said that after the financial tsunami, the customer
for the rich class of high-end brand in the industry is currently
struggling through the mall discount promotions , not only in order to keep
the profits, but also to retain the luxury brand indescribable sheen.
However, the inevitable is that prices have adjusted substantially
downward, people feel the value of the brand will be greatly discounted.
This pain will continue to deteriorate, causing consumer prices in doubt:
the economic gains, the luxury brand to make any kind of profiteering?
Consumer demand for the pursuit of luxury and fashion, but also how much
extra to pay the price?
Tim Gunn is the Travel & Living Channel popular reality television program
"decisive battle Fashion Runway" (Project Runway) fashion mentor, world-
renowned multi-brand company Liz Claiborne, Inc.'s Creative director.
Tuesday when he said: "Sachs crazy big sale, I was at the scene." He added:
"nearly half of the sales assistant told me that if I apply for a credit
card Sachs will be the basis of the original discount 85 give me the
discount. I would like to know how many they had profits in the end? "
This problem leads to another question: Once consumers are familiar with
such a sharp price reduction routines, and how fashion designers get a
luxury complex has the mysterious? Whether a consumer would willingly, as
always, to the full price of the purchase of luxury? Luxury goods from the
fate of the changes last week, the challenge can be seen. Prada purse, as
usual are very distinguished lay Sachs boutiques glass cabinet, last week
was piled on the Wal-Mart supermarket exhibition stalls; wave Adolf Goodman
store lizard skin handbags, heap over the counter, it seems that Fifth
Avenue is loehmanns supermarkets; Lord & Taylor department store Lane,
Ralph Lauren shirts to be thrown together, only the equivalent of twice the
price of McDonald's Happy Meals.
Sachs used the strategy may be the combination of luxury goods will be re-
configuration of the first signs. New York, the famous luxury department
store, one of Kirna Zabête owner Beth Buccini, said: "on the creative and
commercial aspects, the early sharp discount negative fashion show will be
the charm and magic. So that the public sectors of the consumer should be
affordable not too quarter sale of goods. "In her view, the twice-yearly
fashion show, designers will release the concept of fashion and, in this
transitional period between, and some luxury goods should be sold to the
general well-off people, thus to open up" dream "in the market.
She said: "April, brings to market. Prior to conducting the sales, there
will be three weeks to full price sales." She "is now worried about is
whether or not the idea of creative designers unique, stunning photo.
Everyone wants to know that people want in the end, what to buy, then what
is it allows people to not be able to resist the temptation of luxury. " New York genius designer (Zac Posen) said on Tuesday, designers and
retailers are moving towards for a period of time by the stimulation,
excitement and challenge period. Otherwise, the luxury goods industry and
the United States on the other tens of thousands of enterprises, could not
escape the bad luck of failure, to be forgotten corner of the world.
Bess said: "Darwinism can explain all this: the survival of the fittest,
survival of the fittest."
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