{"id":448082,"date":"2024-11-25T11:54:49","date_gmt":"2024-11-25T08:54:49","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=448082"},"modified":"2024-11-25T11:54:49","modified_gmt":"2024-11-25T08:54:49","slug":"revizuirea-preturilor-in-industria-modei-de-lux-ce-strategii-adopta-brandurile-mari-precum-gucci-mulberry-burberry-sau-versace","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=448082","title":{"rendered":"Revizuirea pre\u021burilor \u00een industria modei de lux \/ Ce strategii adopt\u0103 brandurile mari precum Gucci, Mulberry, Burberry sau Versace"},"content":{"rendered":"<div class=\"post-content\">\n<p>Industria luxului se confrunt\u0103 cu o provocare major\u0103: consumatorii \u00eencep s\u0103 pun\u0103 un accent tot mai mare pe raportul calitate-pre\u021b, chiar \u0219i atunci c\u00e2nd vine vorba de branduri de top. Cre\u0219terile rapide ale pre\u021burilor din ultimii ani au erodat atractivitatea unor produse, determin\u00e2nd o sc\u0103dere semnificativ\u0103 a cererii, relateaz\u0103 <a href=\"https:\/\/www.businessoffashion.com\/briefings\/luxury\/luxurys-pricing-reality-check\/\" target=\"_blank\" rel=\"noopener\">BoF<\/a>.<\/p>\n<p>Aceast\u0103 s\u0103pt\u0103m\u00e2n\u0103 a adus recunoa\u0219teri importante din partea unor juc\u0103tori consacra\u021bi. Brandul britanic <strong>Mulberry<\/strong>, cunoscut pentru pozi\u021bionarea sa \u00een zona \u201eluxului accesibil\u201d, a anun\u021bat c\u0103 va reduce pre\u021burile pentru majoritatea gen\u021bilor sale sub pragul de <strong>1.100 de lire sterline<\/strong> (1.375 de dolari), dup\u0103 ce a observat o sc\u0103dere a v\u00e2nz\u0103rilor \u0219i pierderi \u00een cre\u0219tere.<\/p>\n<p>\u201eAm cerut prea mult de la clien\u021bi,\u201d a declarat CEO-ul Andrea Baldo, subliniind c\u0103 firma \u00ee\u0219i va concentra aten\u021bia pe oferirea unui raport mai bun calitate-pre\u021b.<\/p>\n<p><strong>Capri Holdings<\/strong>, proprietarul <strong>Michael Kors<\/strong>, a recunoscut, de asemenea, c\u0103 a ridicat pre\u021burile prea rapid \u00een ultimii doi ani, reduc\u00e2nd simultan oferta de produse emblematice. <strong>Versace<\/strong>, parte din acela\u0219i grup, va urma o strategie similar\u0103, introduc\u00e2nd game mai accesibile, potrivite pentru consumatorii aspiran\u021bi la lux.<\/p>\n<p>Burberry a f\u0103cut pa\u0219i \u00een aceea\u0219i direc\u021bie, numindu-l pe Joshua Schulman, fost CEO al <strong>Coach<\/strong>, \u00een func\u021bia de CEO, pentru a repozi\u021biona brandul. Schulman a recunoscut c\u0103 <strong>Burberry<\/strong> a mers prea departe \u00een \u00eencercarea de a se alinia cu brandurile franceze \u0219i italiene de lux, \u00een special pe segmentul de marochin\u0103rie. \u00cen viitor, majoritatea gen\u021bilor Burberry vor avea pre\u021buri sub <strong>2.000 de euro<\/strong>, revenind la strategiile care au func\u021bionat \u00een trecut.<\/p>\n<p>Datele indic\u0103 o tendin\u021b\u0103 generalizat\u0103: cre\u0219terile accelerate ale pre\u021burilor au exclus consumatorii din clasa medie din segmentul produselor de lux. Un raport Bernstein arat\u0103 c\u0103, \u00een ultimii ani, <strong>pre\u021burile au crescut cu peste 40% \u00een unele cazuri<\/strong>, mult peste media istoric\u0103 de 5-7% anual. Aceast\u0103 cre\u0219tere dispropor\u021bionat\u0103 a fost determinat\u0103 de o combina\u021bie \u00eentre complacerea industriei \u00een perioada de boom post-pandemie \u0219i tendin\u021ba de a alinia pre\u021burile cu cele ale competitorilor.<\/p>\n<p>\u00cen contrast, <strong>Herm\u00e8s<\/strong> a adoptat o abordare mai temperat\u0103, <strong>major\u00e2nd pre\u021burile cu doar 20% \u00een aceea\u0219i perioad\u0103<\/strong>. Aceasta a contribuit la men\u021binerea unei percep\u021bii favorabile asupra raportului calitate-pre\u021b, fapt care a sus\u021binut performan\u021bele brandului.<\/p>\n<p>Reducerea pre\u021burilor nu este o op\u021biune pentru brandurile de lux, care evit\u0103, de asemenea, reintroducerea promo\u021biilor de sf\u00e2r\u0219it de sezon. \u00cen schimb, companiile se orienteaz\u0103 spre produse mai accesibile \u0219i inova\u021bie. <strong>Gucci<\/strong>, de exemplu, a lansat o gam\u0103 de gen\u021bi din p\u00e2nz\u0103 monogramat\u0103 la pre\u021buri de aproximativ <strong>2.000 de dolari<\/strong>, viz\u00e2nd consumatorii aspira\u021bionali.<\/p>\n<p>\u00cen paralel, schimb\u0103rile frecvente de designeri reflect\u0103 dorin\u021ba caselor de mod\u0103 de a revitaliza interesul consumatorilor. Noi directori creativi la <strong>Fendi<\/strong>, <strong>Chanel<\/strong>, <strong>Givenchy<\/strong> \u0219i <strong>Tom<\/strong><strong>Ford<\/strong> ar putea aduce produse inovatoare \u0219i pove\u0219ti captivante, menite s\u0103 readuc\u0103 publicul la produsele de lux.<\/p>\n<p>\u201e\u00cen acest context, trebuie s\u0103 punem accent pe inova\u021bia produselor,\u201d a declarat Jean-Jacques Guiony, CFO al LVMH. \u201eAvem resursele \u0219i talentul necesar pentru a transforma creativitatea \u00een succes comercial.\u201d<\/p>\n<p>Industria luxului se afl\u0103 la o r\u0103scruce. Echilibrul \u00eentre exclusivitate, inova\u021bie \u0219i accesibilitate va defini viitorul s\u0103u pe o pia\u021b\u0103 tot mai exigent\u0103.<\/p>\n<div class=\"code-block code-block-15\">\n<div class=\"ai-adb-hide\" data-ai-debug=\"15\">\n<h4>Urm\u0103re\u0219te mai jos produc\u021biile video ale G4Media:<\/h4>\n<\/div>\n<\/div>\n<\/div>\n<p> Source URL: https:\/\/www.g4media.ro\/revizuirea-preturilor-in-industria-modei-de-lux-ce-strategii-adopta-brandurile-mari-precum-gucci-mulberry-burberry-sau-versace.html<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Industria luxului se confrunt\u0103 cu o provocare major\u0103: consumatorii \u00eencep s\u0103 pun\u0103 un accent tot mai mare pe raportul calitate-pre\u021b, chiar \u0219i atunci c\u00e2nd vine vorba de branduri de top. Cre\u0219terile rapide ale pre\u021burilor din ultimii ani au erodat atractivitatea unor produse, determin\u00e2nd o sc\u0103dere semnificativ\u0103 a cererii, relateaz\u0103 BoF. Aceast\u0103 s\u0103pt\u0103m\u00e2n\u0103 a adus recunoa\u0219teri [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":448083,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[24],"class_list":["post-448082","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-g4media"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/448082","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=448082"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/448082\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/448083"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=448082"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=448082"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=448082"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}