Light Extravagance, Reduce Discount And Spread Fronts

The light luxury brand located in the middle and high end shows a strong growth momentum compared to the growth of the luxury goods industry.

Kate Spade, Michael Kors and Coach enjoy high popularity among the public.

In 2015, it maintained a momentum of growth.

Italy's old light luxury Furla was surprisingly good and its share price rose.

In 2015, Furla opened 62 new stores, with an annual income of 339 million euros, up 23%, of which the Asia Pacific market increased by 53% over the previous year.

Over the past year, the share price and profit margins of many light luxury brands fluctuated considerably.

Once in a weak market, light luxury brands try to reduce inventory through discount sales, but instead dilute the brand value, or even become a "fast fashion luxury".

In order to save the brand image, several big luxury giants choose not to attract consumers by discount.

Attaching importance to the Chinese market is one of the Furla growth strategies. It opens flagship stores in Shanghai, Hongkong, New York and other places, and increases investment in marketing links.

Michael Kors relies on strong electricity supplier to pull back one city.

Michael Kors CEO, John Idol said: "our growth is mainly from accessories and

Such luxury products bring strong consumption drivers, sustained growth of flagship stores and outstanding international markets.

According to the results of the report, Michael Kors's retail sales in the third quarter increased 11.1% to 766 million 200 thousand dollars compared with last year. Since the end of the third quarter of 2015, the company has opened 114 new stores.

Although the same store sales fell 0.9%, it is still within the company's expectations.

Recently, Kate Spade released the fourth quarter financial data in 2015, which showed that the same store sales increased by 14% last quarter. It is estimated that the net sales in fiscal 2016 will reach 1 billion 385 million -14.10 billion. Its CEO Craig A. Leavitt indicates that the company has made great progress in expanding two categories of products and regions: introducing 14 new product categories and entering 8 new countries.

Meanwhile, Kate Spade announced its entry into India.

With the rapid development and more and more consumers, we can see significant long-term growth opportunities in the region.

In 2015, Coach moved from its usual rapid expansion to reducing the number of stores in North America. Kate Spade also shut down its low price product line brand Kate Spade Saturday and Jack Spade last year, and Michael Kors also expressed the hope that its discount product revenue would remain within 1/3 of the total.

In addition to maintaining stability in price and opening up new product lines, improved design is also a common choice for light luxury brands.

Coach hired a new creative director, Stuart Vevers, to change the old design that had been criticized, and extend the product line to clothing and shoes. Kate Spade also developed swimwear, children's clothing and other new product lines. In the future, it will enter the home market, shift the main line to the comprehensive lifestyle brand, and Michael Kors chooses to enter the field of men's wear.