Some people say that investing in stocks is worse than buying brand-name bags. Looking at the stocks that are green all over the market, it is better to buy luxury bags in the past. After all, the price increase every year is a foregone conclusion.
Following Chanel on the road to price increase, after catching up with Hermes , another internet celebrity luxury brand is eager to try it out.
This season Milan Fashion Week Bottega Veneta (BV) replaced with new creative director Matthieu Blazy, and immediately pre-sale fashion show new style KALIMERO on the official website. The price is close to RMB 60,000, and the price is close to CHANEL classic small handbag, with a price of about 65,000! Why is this brand known as "The Hermes of Italy" so enterprising?
Why is the price of "Hemmes in Italy" so high? Do you still remember the popular fashion concept "see now buy now" 5 years ago? Although time has proved that this is an unrealistic gimmick, it actually brings a lot of inspiration to the fashion industry, and some products can indeed be launched simultaneously with the fashion show. This time, Bottega Veneta has taken office. In order to continue Daneil Lee's momentum to bring the brand's popularity to the brand, the brand specially made a show and booked Matthieu Blazy's new handbag KALIMERO. There are four colors in total, with a price of about RMB 60,000.
BV New handbag KALIMERO
Although the Bottega Veneta leather braided handbag has always been expensive, as the first handbag launched by the new helmsman after taking office, the price is still shocking for many people. Compared with the CHANEL classic model, which has set new highs in recent years, as a new handbag, the pricing strategy of nearly 60,000 yuan is indeed very enterprising. In contrast, the average price of Daniel Lee's first series of handbags added to BV is about 20,000 yuan, which is already very affordable. Matthieu Blazy's New New BV sold so high, but it actually makes sense - after all, it's time for BV to reaffirm its status as the "Italian version of Hermes".
Reason 1: In the true superb leather weaving process, each piece of leather is parallel and consistent. Most outsiders think that the design of Bottega Veneta is dull and do not know what its value lies. In fact, his exclusive leather shuttle weaving method is very exquisite, noble and low-key to let you know that behind the product is the superb skills of craftsmen.
Take the most popular entry-level product silver bag as an example, adhering to the complex cross weaving method of hand-woven, each with the same effect, and is definitely a high quality strictly controlled. If you observe the braided leather strips carefully, it is not difficult to find that each leather strip in the vertical direction is consistent in parallel, and it requires extremely high production costs. Therefore, buying BV is definitely a real craftsmanship.
Reason 2: High-level brand positioning, heavier and more stable than Gucci and Balenciaga "style"
Kering The predecessor PPR group discovered the potential of Bottega Veneta as early as 2001 and acquired it for US$156 million. Soon, the Italian brand, which has less than 20 direct stores around the world, will be reshaped into a modern luxury family. The brand invited Thomas Maier, who had worked at Hermes for 9 years, to serve as creative director, to relaunch women's clothing and open a men's clothing department, bringing exquisite, stable, and not pursuing popular styles, and the pricing has always been higher than other brands in the same group.
2009FW
Under the leadership of then CEO Patrizio di Marco, Bottega Veneta's revenue rose more than 10 times in 6 years. After 2009, it entered a stable period, but since 2015, Thomas Maier's works seem too conservative and dull. Against the backdrop of the decline in popularity of the iconic sexual frigidity style and the lack of innovation in the product, Bottega Veneta decided to part ways with Thomas Maier in 2018, but the brand value set by the former helmsman remains.
Reason 3: Hand-woven leather more complex than the Daniel Lee era. As we all know, Bottega Veneta is expensive than other brands because of its unique and complex hand-woven leather craftsmanship.What makes Daniel Lee smart is that he uses simplified and amplified methods to deal with the theme of "weaving". First, the visual effects are fresh and young, and second, the craft demand and production costs are relatively low (such as The Pouch and Cassette), which can make the pricing more affordable.
Cassette
However, as seen from the new season of Matthieu Blazy, he chose to further complicate the most important DNA "weaving" of BV (more dense weaving). Whether it is new handbags, shoes, or even clothes, he has used it to show the softness of the brand's leather choice and the superb skills of the craftsmen.
Do you think BV can succeed in its crazy price increase?
