Sales staff told reporters that most of the goods in the store have increased their prices. Taking the new "small round cake" handbag for 2020 as an example, the price in March this year was 13,200 yuan, and it has risen to 14,300 yuan in just two months, an increase of 8.3%.

Source: Modern Express

LV, Gucci is going to increase its price? Recently, it has been rumored online that many international first-tier luxury brands have price adjustments, and the increase in is about 15%!

On the afternoon of May 13, a reporter from Modern Express learned during a visit that many LV products have increased their prices, and Chanel will also increase its prices in the near future. Sales staff told reporters that many popular items were sold out a week ago.

Recently, it was rumored that many international first-tier luxury brands including LV, Chanel, and Prada have been price adjustments, and the increase has been quite large. On May 13, a reporter from Modern Express visited several luxury stores in Deji Plaza, Nanjing.

△There are many consumers at the entrance of LV in Nanjing Deji Shopping Mall. When

is waiting for

to arrive at the entrance of LV, seven or eight customers are queuing outside the store. The reporter waited for nearly 10 minutes before entering the store. The reporter noticed that many customers asked directly if they had any other items they like after entering the door, and then went directly to the cashier to pay.

sales staff told reporters that most of the products in the store have increased their prices.

Take the new 2020 small round cake handbag as an example. The price in March this year was 13,200 yuan, and it has risen to 14,300 yuan in just two months, an increase of 8.3%.

The enduring mahjong bag was sold for 12,500 yuan before the epidemic, but now it has sold for 14,200 yuan, an increase of 13.6%. This one has risen less, and the most expensive ones have risen more. This is what the salesperson said.

Then, the reporter came to the Chanel store. Although there was no queue in front of the store, there were many customers. Sales staff said Chanel is about to raise its price. However, many regular customers have already received news of price increases and have already swept the goods they want. When the reporter asked if a handbag was still in stock, the salesperson said that there are only some unpopular bags in the store and some popular styles were snatched up a week ago.

What impact will the price increase of luxury goods have on consumers? Ms. Bai, a citizen of Nanjing, said that she had long been interested in Chanel's classic Classic Flap bag. Some time ago, the cabinet sister told her that the price would increase in a while, so Ms. Bai made a quick decision to buy a bag. Tingting, who just found a job this year, wanted to wait and see, but when she heard that the price had increased, she immediately paid.

However, for most netizens, whether the price of luxury goods increases has nothing to do with them. After all, luxury goods are not Haidilao. You can hear the voices of consumers and reduce the price increase again.

Netizen:

"Don't say that I can't afford to buy it when the price rises, even if the price drops, I still can't afford it."

"Is my money blowing from the strong wind? I will buy it when I'm crazy."

"Luxury is the more expensive the seller, the better the seller. Because of scarcity, you can have face when you use it."

△Nanjing Deji Shopping Mall Gucci There are many consumers queuing up at the door of

In fact, the price adjustment of luxury goods is a regular action. A reporter from Modern Express learned from the sales staff of Chanel counter that classic models are priced almost every year, mainly due to the increase in raw materials prices and exchange rate fluctuations. In their opinion, such price fluctuations are normal.

However, due to the impact of the epidemic, luxury goods business, mainly offline retail, has basically stagnated in regions outside China, and the performance and stock prices of major luxury goods groups have also declined one after another. In March this year, luxury goods companies such as Hermes and Chanel issued production suspension statements one after another. Although it is temporary, the entire supply chain is still subject to fluctuations. In addition, the logistics industry has also been blocked to a certain extent, production costs have increased, and price increases have become one of the ways for enterprises to recover.

In the "2020 Global Luxury Industry Research Report Spring Edition" released by Bain Consulting on May 8, it pointed out that the global personal luxury goods market size is expected to shrink by 20% to 35% in 2020, and may accelerate its contraction in the second quarter after market sales fell by 25% in the first quarter of this year. Some industry insiders believe that price increases this year are actually very sensitive to the epidemic. Luxury brands hope to preserve sales and increase their profit margins, which may have a certain effect on some consumers in the short term.

Pu Zhengning, associate professor of economics at Southeast University, analyzed in an interview with a reporter from Modern Express that raising pricing during the epidemic is not only about recovering the company’s health, but more importantly, maintaining brand value. For luxury goods, the scarcity of brands is an important attribute that manufacturers focus on shaping. For consumers, the symbolic value of luxury goods is higher than the value of use, and most consumers who are capable of buying luxury goods are not very sensitive to price. To a certain extent, price increase is a measure for luxury brands to actively maintain and enhance their brand image and choose consumer groups.