Five luxury brand malls open sale

Hermes, ferragamo, paul & shark, boss, and armani are the top five luxury brands. From April to May, the sale will be opened in the mall, and the sales will be the first time last year.

Do not sell, do not sell in the mall, do not sell new. These "iron laws" that were originally held by big names are being broken by their own hands. A big deal in the sale will break many taboos. The subtext behind this seems to be in one direction: Selling is more important than anything else.

“The luxury goods have been hard for the rest of the year. The large inventory generated by the sales decline is also an important cause of big troubles. This is very evident in this year’s special sales event,” said the person in charge of the department store.

It is reported that, including many big names including Hermes, the largest inventory is concentrated in the clothing category, because the clothing unit price tens of millions, style and easy to outdated, so it became the main force of sale.

From the point of time when Hermes chose to sell this year, it is also quite meaningful. At the moment, it is the major luxury brands newly listed and sold at regular prices. Chanel also plans to start raising prices for classic models in May. Industry insiders speculate that Hermès is the first to launch a special sale and also wants to compete for the best sales time.

In addition, changes in the consumer psychology of buyers in the past two years are also the basis for the strategic adjustment of big-name sales outlets. Many insiders believe that the degree of coincidence between counter customers and sales customers is increasing.

“Originally we have always felt that the sales venue cannot be too close to the regular-priced products. Now it seems that many customers who originally bought regular-priced products will also become buyers of special products. This is a manifestation of consumer rationalization.” Analysis of the industry.

Sale in a department store will undoubtedly detract from the big-name image, but at the moment, as long as they can promote the sales of products, the big names don't seem to care that much.