People'S Brand Marriages, Luxury Brands Cross Boundary Marketing, Who Cares?

In the night, there are long queues with small stools, people who have a newspaper resting on the ground, and more tired people sitting directly on the ground.

Instead of showing exhaustion, they showed a look of anticipation and excitement.

Seeing this scene, can't help wondering what these people are queuing up all night to buy? Is it iPhone 4S? Is it a train ticket? Is it a ticket for a star concert?

Neither.

The overnight queue ranks among civilian clothing brands.

But what they are waiting for is not the past H&M, but the top luxury.

Through regular marriages with international luxury brands or top designers, such as "Jimmy Choo" and "Lanvin", it attracts worldwide fashion fads, and even forms a "buyer market", triggering civilians.

Through this marriage between the common people and the aristocracy, the top luxury brands in the past showed their people's side. Ordinary consumers realized their desire to have them once again. What kind of marriage did they get 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 foreign trade and economics, said: "such cooperation is a marketing strategy that both sides have to take based on interests and realities, which allows luxury brands to enter more people's horizons, while the mass brands can enhance their image, and both sides can also gain greater benefits."

But we must choose the brand of cooperation, the two sides must be consistent.

For example, H&M is a popular fashion, and Versace is a high-end fashion. "

"Climbing alliances" is the biggest winner.

In November 17th, Versace's exclusive series of products for civilian fashion brand H&M was launched in the world.

In addition to the rare purchase tide of overnight queues, more cattle on the day of the product were put up to sell their booty at the price of several hundred yuan at the original price.

As early as a month ago, online purchasing agents began to buy a buying business. Even if they had to spend more than 600 yuan on their original price, fashion designers would be willing to do so.

This can not help reminiscent of last year's "Lanvin for H&M" series of products panic buying, in the first two hours of the day, all products sold out.

In fact, since 2004 when H&M and "fashion emperor" Karl Largerfeld (Karl Lage Fei) jointly launched the "Karl Largerfeld for H&M", H&M regularly threw out Hydrangea to the international luxury brands or top designers. Stella McCartney, Jimmy Choo, and so on were examples.

But not surprisingly, every marriage can create a sales legend at that time.

So far, a "Karl Lagerfeld for H&M" is still a collection of treasures. The price of gold is no less than that of Karl Lagerfeld (Chanel). In 2004, it sold to 50 times the price of eBay (micro-blog).

Once again, the marriage of the common people and the aristocracy made H&M really rich.

"This kind of commercial behavior is third products produced by cross boundary marketing in two stalls, purely for market share, high-end brand plus its extensive market base, and selling is also inevitable."

Ouyang Kun, China's chief representative of the World Luxury Association, thinks that

Ouyang Kun further pointed out: "and for the positioning of the mass market H&M, each time with the big card cooperation has also increased its image in the consumer's mind, whether it is sales or brand image, H&M is the biggest winner of the obvious marriage itself."

Nowadays, fans start to expect H&M to cooperate with the next big brand every year.

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Why luxury brands?

"The biggest winner is the popular civilian brand, but for luxury brands, it is dangerous to get involved in the mass market, and the value of high-end brands will not be guaranteed.

The cross-border behavior of luxury brands must be very cautious.

Ouyang Kun pointed out.

For high luxury brands, such marriage also gives them the opportunity to get into the sight of ordinary consumers.

"Versace for H&M" series from hundreds of dollars to the highest price is only two thousand yuan, so that people who refuse thousands of miles away on weekdays have many people.

Last year, the "Lanvin for H&M" fever made Lanvin a popular brand for Chinese consumers.

"But lowering cooperation with civilian brands will reduce the high-end image of luxury brands," Ouyang Kun pointed out sharply. "For those loyal consumers of luxury brands, this is a self injury."

In fact, luxury brands themselves have such concerns.

Three years ago, Versace said it would not cooperate with civilian brands because it thought "Versace has been trying to become a luxury brand."

If we cooperate with H&M, people will be confused about the brand positioning of Versace.

But three years later, Versace chose to cooperate with H&M.

Ouyang Kun pointed out: "Versace has been under pressure in the past few years. At the moment, it may face strategic adjustment. To support the planning and operation of the market, companies should seek the share of the mass market, and the cooperation with H&M is equivalent to asking for stones."

This is just like the success of Carle Lagrange's cooperation with H&M. He has also begun to expand the civilian market, and will pform the brand he named into a cheap fashion brand.

"For a luxury brand that has just entered the market, such cooperation will cause harm. If it is a strong enough brand, it has already established its own position in the luxury sector. I do not think its image will be damaged, but it will become a point of attracting market attention.

But it's not appropriate to play like this for a long time.

Zhou Ting analysis.

She further analyzed that luxury brand customers would not lose because of the fact that mature luxury brands have already differentiated their grades internally, and each product line has its matching customers.