Private Brand Marriage, Cross-Border Marketing Of Luxury Brands, Who Likes And Who Worries?

There are long queues in the night, some with their own benches, some with newspapers to rest on the ground, and even more tired people who sit on the ground directly. Instead of showing fatigue, they looked expectant and excited.

Seeing this scene, I can't help wondering what these people are waiting in line all night to buy? Is it an iPhone 4S? Is it a train ticket? It's a star vocal concert admission ticket?

None. This overnight queue is lined up by civilians clothing Brand - in front of H&M's store.

But what they are waiting for is not the usual H&M, but the top luxury brand Versace for

H&M "series. The upsurge of queuing has spread from Beijing and Shanghai to Chengdu.

Through regular marriage with international luxury brands or top designers, such as Jimmy

The "marriage" of Choo, Lanvin, etc. has attracted fashion experts around the world, and even formed a "buyer market", which has aroused the "luxury" attention of civilian clothing brands.

Through this kind of marriage like civilians and nobles, the top luxury brands in the past have shown their affinity to the people. Ordinary consumers have realized their once wish to own them. What has such marriage gained for civilian brands? Is it a wise move for luxury brands?

Dr. Zhou Ting, Executive Director of the Luxury Research Center of the University of International Business and Economics, said: "This cooperation is a kind of marketing strategy that both parties have to adopt based on interests and reality. It can let luxury brands enter the vision of more people, while mass brands can improve their image, and both parties can reap greater benefits. It is a win-win situation. However, we must choose the right brand, and the appeal points of both parties must be consistent. For example, H&M is a civilian fashion, while Versace is a high-end fashion. "

"Climbing up and marrying" becomes the biggest winner

On November 17, Versace launched its exclusive series of products tailored for civilian fashion brand H&M in the world. In addition to the rare buying trend of queuing overnight, scalpers immediately set up a stall on the day when the products were put on the market to sell their "spoils" at a price several hundred yuan higher than the original price.

As early as a month ago, online purchasing agents have been sharpening their swords to start purchasing business. Even if they have to spend 600 yuan more than the original price, fashion experts are willing to do so. This can't help but remind people of last year's "Lanvin for

The "H&M" series products were sold out within two hours of the first launch day.

In fact, since 2004, H&M and Karl Largerfeld, the "Fashion Emperor", have jointly launched the "Karl Largerfeld for

After "H&M", H&M will regularly throw the ball to the international first tier luxury brands or top designers. Stella McCartney, Jimmy Choo, Rykiel, etc. are all examples.

Not surprisingly, every "marriage" can create a sales legend at that time. So far, a piece of "Karl Lagerfeld for H&M" is still a collection treasure, which is no less valuable than Karl

Lagerfeld's Chanel masterpiece sold for 50 times on eBay in 2004.

The marriage of civilians and nobles has made H&M earn a lot.

"This kind of business behavior is the third product produced by the cross-border marketing of two gears. It is purely for the sake of market share. High end brands, combined with their own extensive market base, are bound to sell well."

Ouyang Kun, the chief representative of the World Luxury Association in China, thinks.

Ouyang Kun further pointed out: "In addition, for H&M, which is positioned in the mass market, every cooperation with big brands has virtually raised its image in the minds of consumers. Whether it is sales or brand image, the biggest winner of H&M's rising marriage is obviously itself."

Now, fans start looking forward to the cooperation between H&M and the next big brand early every year.

Why luxury brands?

"The biggest winner is the popular brand, but for luxury brands, setting foot in the mass market is a very dangerous behavior, and the value of high-end brands will not be guaranteed. Luxury brands should be very cautious in cross-border behavior," Ouyang Kun pointed out.

For luxury brands, such marriage also gives them a chance to enter the sight of ordinary consumers. “Versace for

The price of the "H&M" series from several hundred yuan to the highest is only more than 2000 yuan, which makes the luxury brands that refuse people thousands of miles away from home a lot closer to people. Last year, "Lanvin for

The popularity of "H&M" has made Lanvin, a brand that was once relatively unpopular to Chinese consumers, widely known all of a sudden.

"But putting down your posture and cooperating with civilian brands will reduce the high-end image of luxury brands," Ouyang Kun pointed out pointedly. "For those loyal consumers of luxury brands, this is a kind of injury of self devaluation."

In fact, luxury brands themselves have such concerns. Three years ago, Versace said that it would not cooperate with civilian brands, because it believed that "Versace has been trying to build a luxury brand. If we cooperate with H&M, people will confuse the brand positioning of Versace ".

But three years later, Versace still chose to cooperate with H&M. Ouyang Kun pointed out that "Versace has been under pressure in the market over the years, and now it may face strategic adjustment. To support market planning and operation, the company should seek mass market share, and cooperation with H&M is equivalent to asking the way." This is just like Carl Lagerfeld who started to expand the civilian market after his successful cooperation with H&M, The brand named by itself has been transformed into an affordable fashion brand.

"For a luxury brand that has just entered the market, such cooperation will cause harm. If it is a brand that is strong enough and has established its own position in the luxury industry, I think its image will not be damaged but can become a point that attracts the attention of the market. But it is not suitable to play like this for a long time." Zhou Ting analyzed.

She further analyzed that the customers of luxury brands would not be lost because mature luxury brands have been differentiated internally, and each product line has its matching customers.