The Second Line Of High Fashion Was Bought And Sold By &Nbsp.

Introduction: D&G will be merged into Dolce next year. Gabbana The news is making waves in the fashion industry. High fashion Retailer We have different opinions, like enemies. But will consumers care about the fact that D&G is no longer there?

Dolce Gabbana & amp; Gabbana announced that its young vice line will be integrated into the main line brand, which means that the price is relatively low. D&G The news is about to disappear and many retailers are overwhelmed by the news. The great success of D&G has led to its popularity. Judging from the mainstream values, a luxury brand may lose its prestige once it starts offering cheaper products.

However, when a price tag of $300 and a price tag of $3000 is also attached to the label of Dolce & Gabbana, how many consumers will be confused when they are hung up next to it? Jim Taylor, a luxury goods consultant, said: "Dolce & Gabbana has always been expensive, so its position in the consumer's mind is bound to decrease."

It has also been viewed from another point of view: as consumers are increasingly smart and confident in fashion awareness, and no longer obstinate and demanding for grade division, people have long been used to mix up expensive and flat fashion items. What people really care about is the designer who designs the fashion he bought, and the fact that he has a completely different product line for luxury goods is also readily accepted.

Taylor believes that the brand launch of different grades of product lines is annoying for high-end customers, and pointedly pointed out: "what is more insecure for a wealthy customer than that of a brand that he likes and follows?" he suggested that executives of luxury companies should think twice. He insisted that all companies must choose one of the two strategies, or take the same line as Michael Kors, Ralph Lauren and other brands to provide different levels of deputy cards, so as to maintain a high attitude in order to cater to the 20% core customers who do not consider price factors.

In 1966, after the launch of Rive Gauche by Yves Saint Laurent, there was only a "secondary line" in the fashion industry. Until then, such product lines have been figuratively referred to as "bridge lines", because their prices are close to the people and are bridges to consumers and big designers.

Donna Karan's DKNY, Marc Jacobs Marc by Marc and Prada Miu Miu provide customers with a relatively inexpensive and more casual style.

Now, the designers of the new generation have planned to launch the secondary brand when they first built the high-end line, because the latter did get huge sales by relatively cheap pricing. Moreover, the secondary line products also have a higher sales net interest rate because they can appropriately reduce the quality of the clothing and the complexity of the process. For example, the lining can choose polyester material instead of silk, and the treatment of joints should not be so exquisite. Therefore, the auxiliary line is usually produced at lower labor costs. {page_break}

Jason Wu revealed a year ago that it intends to launch a sub line brand, Panichgul Thakoon has launched a sub line Addition, and for Akris, Akris Punto has become the backbone of brand profitability. Versace's sub line Versus was shut down many years ago, but it came out again last year, and invited the UK's popular designer Christopher Kane to take charge. Interestingly, Versus even has a better reputation than Versace.

Last month, Dolce & Gabbana informed the retailers of the merger by letter. The plan will come into effect in 2012. Relevant people have confirmed the matter recently. D&G is about to close.

Although retailers are still confused about how to integrate D&G into Dolce & Gabbana, will consumers notice the fact that D&G does not exist? Most of them routinely believe that all products designed by Stefano Gabbana and Domenico Dolce are called Dolce Gabbana, regardless of whether they are "D&G" or "Gabbana".

Ask the men who wear CK underwear. They will tell you 80% times that Calvin Klein, just as most people think DKNY is the abbreviation of Donna Karan brand, but ignores that it is actually a more casual product line. Are the sweaters with green, purple and black signboards on your body Ralph Lauren or RLX or Polo? Of course, they all come from Ralph Lauren, because Mr. Lauren's shop sells different grades of multiple product lines.

So, maybe only brands and retailers really care about the difference between collateral trademarks. They want to set store pattern and display mode accordingly, such as Donna Karan in the "designer fashion" floor, while DKNY is sold as "contemporary series". For example, Stephanie Solomon, the fashion director of Bloomingdale department store, said that for most consumers, the secondary line only means "a road leading to the brand".