Luxury Cut Vice Card: You Are Responsible For High Cooling And Handsome, I Am Responsible For Fishing Gold Powder.

The second card, DiffusionLine, is the expansion and supplement of the main line brand as the name suggests.

Under normal circumstances, the price of the sub card is about 70% of the price of the main card, and the target customers are younger.

It is a tacit truth for luxury brands to use the main cards to support the facade and make money with the help of the sub license.

Under the illumination of the main driver, the sub card has been on the day of making money lying down.

In fact, the earliest concept of the auxiliary line brand is Armani.

Since the 1981 Giorgio Armani tried to create a sub line brand Emporio Armani, quite a number of fashion and luxury brands have launched the corresponding sub line series.

Under the aura of the main brand, the secondary brand lures young consumers, but the economic capacity is not enough to afford the consumers of genuine luxury goods.

On the other hand, fast fashion brands are developing rapidly, making the luxury brand of Gao Leng extremely jealous.

When deciding to cut off the sub line brand, the top executives of luxury goods made their statements and gave some reasons.

Take a look.

1Burberry brand CEO and creative director ChristopherBailey announced the brand Christmas advertisement in November 3rd. The integration plan will take effect at the end of this year, and the new Burberry image will be unveiled next summer.

Bailey said: "this plan is to meet the needs of the market, before the establishment of the secondary line is due to Burberry's dependence on wholesale channel sales, but for the current very different considerations, Burberry regards brand consistency as the top priority.

In the future, there will still be all kinds of products like today, but they will all be called Burberry, a unified and consistent luxury brand.

2MarcJacobsMarcJacobs's subsidiary line brand MarcbyMarcJacobs was founded in 2011. As a supplement to the main line, MarcbyMarcJacobs has contributed more than 70% of the revenue to the whole brand.

However, in 2015, MarcJacobs still "reluctantly gave up" and took MarcbyMarcJacobs as its main brand.

The official said: "merger is aimed at unifying brand image and aesthetic standards, appropriately reducing the positioning and pricing gap between the main and secondary brands, rather than reducing the scope of products."

MarcJacobs, the founder of the brand, said: "at the beginning of the establishment, the design and aesthetics of the two lines were the same.

But then the secondary line became less and less personable and lost its edge. In a sense, this is a new beginning.

CEOSebastianSuhl announced the decision for two reasons: first of all, whether it's high-end or low-end, high priority or close to the people, people are shopping online today. Why should we distinguish products? Secondly, consumers will always be confused by different names.

3Dolce&Gabbana luxury brand in Italy

Its subsidiary line brand D&G in 2011 revenue reached 400 million euros (about 2 billion 680 million yuan), or even more than Dolce&Gabbana.

However, in 2012, Dolce&Gabbana decided to close the "super energy absorbing" sub line D&G.

The reasons given by Dolce&Gabbana are:

D&G has caused confusion for the positioning of Dolce&Gabbana's brand. People usually think that D&G is the abbreviation of Dolce&Gabbana brand. They think they are "one family", so they should ignore the opportunity of making money, turn off D&G, maintain the image of main line brand and improve the luxury of Dolce&Gabbana.

well-known

These lines are young, inexpensive, and attractive.

Italy luxury brand Dolce&Gabbana's subsidiary line brand D&G in 2011 revenue reached 400 million euros (about 2 billion 680 million yuan), or even more than Dolce&Gabbana; Marc Jacobs established in 2001, the secondary line Marc by Marc Jacobs, but also contributed 70% of the whole brand income.

As a matter of fact, the best state of the sub card should be to help the main line brand to train the future consumers. As the extension of the main line brand, we will provide the entry level products for the young consumers, and strictly grasp the positioning, the design and the price structure and the main line brands will not infringe each other.

But as more and more money is earned, the price of the secondary card is approaching the main brand, and the brand image is becoming more and more similar.

Then, I can not stay.