Rebecca Minkoff Said To Break The Rules And Unveil The Veil.

According to international practice, playing mystery is usually done by the fashion industry. When the costumes are usually released in advance, the buyers and retailers will make reservations. After six months, they will be hanged and sold.

However, for this practice, luxury brands have spared no effort in "reform" - they have successfully launched the "kidnapping series", ah, no, they are "holiday series" to make up for the long waiting season, and there is no vacancy for the tide people to talk about.

In fact, to break the mystery and sequel of kidnapping series, it is not just

Thakoon Chow Vivian Chow, who was bought by Hongkong family financing company, also said that Thakoon should implement "Show now, see now, buy now and buy".

This immediacy of breaking the mystery has gradually become the consensus of the light luxury brand.

In fact, the reason for this consensus is because it is much lower than the cost, but the imitation ability is very strong.

ZARA and other fast fashion brands reduce the cycle of manufacturing and circulation to the extreme. Usually when designer brands grow and circulate, they will be able to sell the "similar" style to the streets and lanes.

In order to solve the disadvantages brought by the leap forward publishing, we need to solve the problem of creating freshness.

Therefore, Rebecca Minkoff wants to invite ordinary consumers to watch the show. At the same time, the products displayed on the show will be available in 30 to 60 days, and some other products you haven't seen before.

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For light luxury brands and even designer brands, this is particularly fatal because consumer groups lack the same loyalty as luxury goods users. At the same time, it is necessary to ensure that keeping up with the popularity and preferences of the millennials is the key. After all, luxury or designer brands, compared with luxury brands, they do not have large and fixed consumer groups. At the same time, the style is not stable, which will also let consumers disperse.

Moreover, compared with fast fashion brands, their creativity is more cost-effective.

That's all. Although it can be purchased in two months as a renewal cycle of designer brand, it is still slow in the 15 to 20 days update cycle.

However, Rebecca Minkoff wants to break the stereotypes and perfect the leaping release. Facing the changing environment of retailers is much better than the luxury brand's desire to use the "kidnapping series" to restore the retail advantage.