Luxury accessories is a very subtle commodity, both to improve the quality of wearing, do not spend too much money, no wonder young people like.Compared to the luxury brand of clothing, and now young customers tend to spend money on the purchase of their accessories The
Retail market analysis company Edited on the United States 30 large retailers of more than 5,000 brands of data were investigated, the report said the first half of 2017, the original sales of luxury brand handbag sales increased by 22% .In addition, scarves and Hat sales increased by 20% and 83% respectively.
Contrary to this, the luxury brand clothing sales fell 34.5%. US business portal Staple Design founder Jeff Staple that young people interested in the change is due to the rapid development of fast fashion.
Edited's analysis points to a phenomenon in the retail industry: luxury goods have been gradually no longer show off the capital, so high-end clothing has become less attractive.Especially in the social media era, people want to wear everyday, No need to spend a lot of money to buy luxury goods, would rather spend a little money in Forever 21 and other fast fashion brand to solve.
'Uniqlo and Zara turned fashion into a popular product,' Staple said to the fashion industry media Glossy, 'no matter what you wear Céline or Zara imitation, a few days later no one care, because people pay attention And moved to the new things.
When the fast fashion brands have to copy the luxury, popular contemporary designer brand fashion style, young consumers began to feel no need to spend several times, or even a few times the price of hundreds of times to buy almost the same style, it is better to spend less money.
Moreover, the young people wearing skill more and more strong, they can use a variety of single product mix and match different shapes, so luxury brand handbags and jewelry like accessories, has become the main target of young people consumption.
'Fast fashion is characterized by low prices and more style,' Edited senior retail analyst Katie Smith commented, 'but now the young people are not entirely satisfied with the fast fashion products, they will pursue luxury brands of high quality products, so more Like to buy accessories. 'This way of consumption can not only meet the pursuit of quality of life, do not have to spend high prices will be able to buy big and the same paragraph - the best is that a variety of single product to wear style to wear more The possibility.
Nowadays the most popular Gucci darling package to prove this point.According to the data show that 2017 in the first half, Gucci bag became the first choice for young people to buy luxury goods, sales grew 595% year on year.
Edited in the report said that other luxury brands such as LouisVuitton, Saint Laurent, Valentino and Dolce & Gabbana accessories sales also increased in 2016 average of each young man in the handbag on the cost of 1414 US dollars (about 9440 yuan), this Figures rose 22% this year to $ 1465 (about 9780 yuan).
The high-end accessories for young consumers are the first step in opening the door to luxury consumption. 'In fact, many luxury brands have a good reputation because they sell a lot of accessories,' he said. Said to Glossy, 'The accessories are entry - level, and then there will be a deeper understanding of the brand.'
In this era of a very simple wind, to the brand but it is cooler.Chinese people want to show their own style, but they are more concerned about their own wallet, fast fashion trends so that they find the best way.
China's 20-30 year-old young people's luxury consumption habits
Dreler recently released a survey report, revealing the 20-30 year-old young people's luxury consumption habits, Chinese consumers in many ways with the Western peers are different, but also some unexpected The
Like from the brand official website rather than social media to understand fashion trends
Although the microblogging on the big V and WeChat on the fashion public number is always keen to discuss a variety of trends, stars wear, but the report shows that these social media is not the younger generation of China to understand the trend of the most important way, the proportion of only 15% , Fashion magazines and brand websites are more authoritative in their minds, with more than 35% of respondents as the main source of access to trends, which is different from other countries, and reports that thousands of other countries Jubilee generation is more from the social media to understand the trend of the season.
Consumption is more sensible
Although the online shopping gave birth to a number of 'chop hand family', but in terms of luxury, young people in China is still not easy to mind, especially when it belongs to 'essential goods' things, they are often more cautious, and more Tend to buy in the store, the proportion of up to more than Liu Cheng. This is different with the Western peers, the latter have a lot of choice to buy online, which may be more developed with the local luxury goods business, after all, this Industry in China has just started.
Respondent Chinese consumers said that the main reason for choosing the store is to be able to 'touch the product' and try it out, and the unique shopping experience of the luxury store is another big reason.
Not pay for custom goods and services
'Experienced luxury' and 'personalization' is a popular word in the luxury industry in recent years, but Deller said China's millennial generation is not interested in these two services.
Compared with the young people in the West, they are less likely to pay higher prices for custom goods. Only 40.6% said they were willing to pay more for this, while the United States had more than 70% And Italy, the figure was 56% and 61.6%.
And when it comes to gifts, young people in China do not think about the kind of 'experiential' products, such as luxury hotels, high-end restaurants, etc. Dreler attributed this phenomenon to the maturity of the market, that China's consumption Have not yet cultivated 'consumption of luxury goods or services to pay higher prices' consumption concept.
Attention to quality and uniqueness
Quality is the most important factor in the selection of luxury goods in the country, and when the consumer may buy a more practical commodity, the quality will constitute a boost to their purchase of luxury goods, "the report says. It is noteworthy that, although China's millennial generation is not accustomed to pay for custom products, but they are more concerned about Western consumers 'uniqueness', a story of the product is also a sub-item.
Brand loyalty is higher
Chinese and Western young consumers in the treatment of luxury another significant difference is the brand loyalty.According to the report, in the luxury market is more mature in the West, the Millennium generation of brand loyalty is lower, 1/3 Of US and European consumers said they would buy multiple brands of products, but in China, the proportion of more than half.
