Luxury Brands Have Celebrated The Annual Important Holiday Season.

With the past "black five" as the starting point, luxury brands have ushered in the annual important holiday sales season.

General luxury luxury brands will not be discounted, but the current downturn in the luxury goods market is well known.

"Black five" on the same day, Prada (Prada) launched a minimum of half off promotional activities.

As in previous years, they do not participate in discounts.

Should luxury brands be discounted?

Generally speaking, top luxury brands are not involved in such discount activities.

Because apart from this discount activity will damage the brand image, these top level

Sales will not be affected by too many discounts.

According to the US report, on the day of black five, the boutiques of the five Avenue in Manhattan, New York, the most luxurious commercial street in the United States, were crowded by Chinese. Although some top luxury brands (such as LV) did not follow the "black five" trend, Chinese tourists rushed to buy luxury goods without any mercy. They sold tens of thousands of yuan, making all the famous store salesmen busy, and contributed a lot to their performance.

A Chinese luxury consumer said, "black Friday is shopping, no matter whether the Chinese style merchandise is not discounted, I have not let go."

Therefore, it is more important for Chinese consumers who are keen on overseas consumption and luxury customers to enjoy them than discount.

In November 27th, on the day of "black five", the two brands of Prada group (Prada) and Miu Miu (Prada Miu) started the lowest half off promotions in Hongkong.

It is understood that the Prada discount products include leather and clothing, of which leather products 40 percent off promotions, clothing is as low as 50 percent off, Miu Miu part of the handbags and wallets are promoted by 50 percent off.

In addition, the price promotions are not set up until all.

Until the goods are cleared.

Another Italy brand Gucci (Gucci) also launched a discount event on Friday, a discount similar to Prada.

But the two series of new creative director Alessandro Michele - 2015 autumn winter men and women wear series, including handbags, garments and shoes, will not take part in this year's sales promotion.

Brand CEO Marco Bizzarri shows that the design of Michele has been sold well enough, and there is little left in stock, so there is no reason to discount.

In addition, in China, Du Gabbana (Dolce & Gabbana), Ferragamo (Salvatore Ferragamo), Givenchy (Givenchy), and bolberry (Burberry) and other brands began preferential activities on the day of "black five", with a minimum of 5 fold.

Fendi (Fendi), CELINE (Celine) and other brands do not participate in the "black five", but in early December will join the discount activities.

But as in previous years, Louis Weedon (Louis Vuitton) did not discount with "black five".

Harold, a clothing retailer, is also different from other luxury retailers, and plans to start discounting before Christmas. Harrod's

Of course, everything has two sides.

Sometimes, the proper discount will bring better results. The old British luxury brand Mulberry, which did not discount before, is a living and bitter example.

At that time, CEO Bruno Guillon said, "the brand decided not to discount until December 26th, which hurt us. I don't want to enter a discount war."

However, the sale of Mulberry2013, which rejected all the holiday activities, plunged 30%, causing strong dissatisfaction among shareholders.

In March 2014, Bruno Guillon had to resign.

In addition, the luxury brands are suffering from torment, sales difficulties, luxury brands, low price promotions, cleaning up brand surplus products, promoting slow or even stagnant sales, raising cash flow and asset turnover.

For luxury brands, low price promotion by the opportunity of "black five" can also reduce the degree of damage to brand image to a certain extent in addition to improving sales volume.