U.S. to buy luxury goods can only be limited
When the United States to China as the next largest market for luxury goods and began large-scale invasion to the Chinese market, in their own country has limited sales of luxury goods firms now, this is why?
For the Wii game console and the United States, such as Super Bowl tickets and other commodities in short supply, the business limits the number of purchases per person seems to be reasonable in the circumstances.
However, SAKS Fifth Avenue, Neiman Marcus and Bergdorf Goodman luxury department stores such as browsing websites, you may be surprised to find that, and now even the boutique handbag also began limited sales.
Price 1290 U.S. dollars in Prada’s latest decorative pleated nylon bag, priced at 1490 U.S. dollars in BottegaVeneta signature woven leather and the value of 1395 U.S. dollars of St. Laurent’s new rectangular bag — they are the big shopping malls in the United States, have become limited for sale merchandise.
Consumers before the purchase of such goods will be more or less aware of: “As best-selling merchandise too, so every customer in every 30-day period can not be purchased three of these fine handbags.”
Limited sales of anti-speculation purposes
On the surface, these restraints seem to be very strange, because it wants to each ordinary business of goods sold is contrary to the wishes. But in fact, this, which also implies a deeper reason for that is that they worried that the weak U.S. dollar to foreign buyers took the opportunity to buy a lot of cases, handbags, and then resold in Europe or Asia, because Juan with a Pra da and the Gucci handbag store prices in the United States than in Asia and Europe region, 20% -40% lower price. Any SAKS Fifth Avenue and NeimanMarcus best-selling handbag department stores to buy YvesSaintLaurent people could only buy a maximum of three bags, each priced at 1495 U.S. dollars, while in London HarveyNichols, the same price of a packet is only 910 pounds (about 1796 U.S. dollars).
In addition to limiting the number of online sales, SAKS may also limit each customer to purchase the same store each time the number of commodities.
It is learned, and now SAKS Fifth Avenue, NeimanMarcus and BergdorfGoodman restrictions such as department stores sold the policy is limited to affixed labels Prada and Gucci handbags and shoes, while others, such as Dior or Givenchy’s luxury brands for fashion giant LVMH all. Although LVMH only in its own web site www.eLuxu Juan ry.com sell LV handbags, but its policy of more stringent restrictions on sale, each customer can only buy two per year with the handbag section.
While these brands did not specify the reasons for the policy introduced these restrictions, but the relevant persons in private that this is reselling them in order to prevent the bag being drawn up strategies.
The United States has become a major gold mine
In 2000 and 2001, when the blowout sales of luxury buyers in Paris, Gucci, Hermès and Vuitton shops lined the streets outside the queue. Policy of limiting the sale of these merchants has also been criticism from some people, because it appears to be mainly aimed at Asian shoppers, and promulgated. Some Asian customers complained that they were turned away outside the Vuitton store, so they often stay in Paris near the Champs-Elysees Avenue, employing Western tourists who come for them to buy handbags.
Let some retail analysts is surprising is that even the concept of limit sell so quickly spread to the United States, while the limit of goods sold is also no longer limited to the purse, because Apple now has limitations, it is time for each customer only need to buy 5 sets iPhone.
MarkMonitor is a San Francisco institution dedicated to brand protection, and its sales person in charge FredFelman that those who purchase multiple items for home and sell it to a friend in the black market for foreign tourists is only a very small part. When the sales of luxury goods in Asia and throughout the professional procurement network formation or luxury goods have been placed in, such as eBay and other online retailers, when this is a real big problem.
Last month, an independent retail consultant PatriciaPao from Los Angeles arrived at Newark airport, there is a young woman approached her and asked her to help sat in the box above the box and let it taut. The woman was to return to Slovenia, the box seems to be 200 years of brand jeans, the cheapest price on a pair of jeans brand have shown to be 228 U.S. dollars.
Ms. Pao said: “That woman said that in his country to sell these jeans will not only cover their travel costs, but also let her make money. The weak dollar makes the country seem to have become one of the largest gold mine. ”
Selling is not necessarily limited to how well
Due to the control of all marketing aspects is very difficult, so some people think, as an indicator of whether or not demand the black market is actually good for the business channels to provide capital.
LandorAssociates San Francisco, a branding agency, its executive director SusanNelson said: “iPods have a sales culverts leading to the European market, its existence has not caused damage to the brand, I think this is also allowed to cast a layer of mystery. ”
Of course, taking into account the buyer or can be more than one credit card, multi-store purchase of a variety of ways to buy a certain amount of fine handbags, limited to selling may not be the most effective solution, but the European luxury goods in the United States to improve the selling price (Many companies have become so action) but will give the U.S. an opportunity to luxury competitors.