Worldwide, luxury industry is no longer exclusively by the product of rich consumption, the Omega Watches middle class is to give them create huge profits. Then, the credit crisis in 2008 is let euramerican luxury brand feel eat pain? The answer is accidental, sales of luxury vintage omega watches goods is not actually reduced. In the first quarter of this year, including LVMH, Burberry and a Coach, the luxury brand, sales even more than the expected value. So, who are buying luxuries?
In recent months, literally opened a Business Week (" soul "), often be seen such photos: a middle-aged couple with two three children, looking very fraught, two layer behind is brand new, but by independent room afford mortgage, and is about to be lenders. The subprime crisis triggered by the recession, in the United States since last summer, full blast. Four dollars a gallon of gasoline breakthrough, buy hummers Hummer) are (scared, couldn't open a few miles burned a cup of starbucks lattes, 1962 ah. Rolex Deep Sea Dweller According to statistics, U.S. highway traffic, less than the same period last year about ten percent. All right, the environmental protection. Gasoline prices followed a expensive, supported the U.S. economy, rising middle class have to holding the purse, save my life.
Traditionally, luxury sales from the impact of the economic cycle. Rich man never worry about a: how much is the pork, eggs how much a box, rolex watches and love MaShi handbags, according to buy not mistake. But for nearly 20 years, two tide changed the tradition. A trend was before mentioned, luxury brand to the mass market strategy. Can't afford $2,000 bags, can buy a 300 dollars a scarf; The silk scarf can't afford $300 $80, it doesn't matter, and the perfume. Really bad, twenty dollars worth of lipstick can also round a little dream. Eventually, the middle class can afford a luxury, no matter size.
Another trend. As the information developed, the product selection, and expand the diversification of life, consumer often in their very important aspects, and at showering in other ways can save just provinces. For example, a twenty-seven-year-old single white-collar girl with a salary of $10,000. She would go to the most expensive barbershop do your hair, spend thousands of pieces of buy skincare didn't bat an eyelid, eyes back value a monthly wages bags; But her dwellings pallet, narrow, display in the fridge is empty. To the girl, she owed consumption structure is very reasonable. Fashion beautiful appearance lets her at work and in social communication self-confidence, let her feel not mistreat precious youth. Besides, how can dress up oneself, wiping out 'come fishing scarabaeoidea. As to eat to live, in her current stages of life, is not important. This theory, is last week I read a book, the Boston Consulting Group (Boston Consulting Group) partner Michael Silverstein write "Treasure Hunt: the New Consumer of publishers of the central idea." From another side shows that luxury market, not only the rich, but everyone.
So, the recession has a great influence on luxury goods sales. America's economic depression harm caused by the particularly serious, because the United States is occupied most luxury brand global market share 40% to 60%. Shareholders are particularly sensitive, very natural wind hurriedly withdraw. From June last year to now, the biggest 13 home luxury brand's share price fell 29%. But interestingly, sales of luxury goods is not actually reduced. In the first quarter of this year, including LVMH, Burberry and a Coach, the luxury brand, sales even more than the expected value. So, who are buying luxuries?
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