Why Chinese People Favor and rush to purchase Louis Vuitton
One of my friends only considers foreign brands when it comes to buying clothes with his reasons that:" the domestic brands are far too expensive. Whether a brand is expensive or not is not determined by your affordability, rather, it's determined by the result of comparison between your expectation of the brand's true value and the actual price. Domestic brands contain limited value. I do think that a shirt of domestic brand sells for a thousand yuan is far too expensive. On the other hand, I don't think a shirt of a top foreign brand is expensive though the price is much higher, it is because the foreign brand carries more value." Cast the ethnic complex factors aside, and I have to admit that among the people I met with, there are more than a few people holding similar opinion to that of my friend's as mentioned above, and the tendency is people with higher income shows stronger confidence in foreign brands.
Because of my job, as I recently discussed with one of my friends about the brand of Louis Vuitton, we came to the topics of consumers' mentality and consumption strategies. In fact, the success of all top foreign brands is not achieved overnight as Rome is not built in a day. Almost all of them have gone through a long time of search, changes and accumulation. As a hot brand in the globe, Louis Vuitton's attraction is far beyond mere looks.
1.wear-resistant materials
Using its proprietary monogrammed canvas with a chemical coating and waterproof embossing as the mainstream materials, Louis Vuitton's luggage and handbags perform excellence in their scratch-proof, abrasion resistant and water-proof abilities. Besides, their products are easy to keep, and the fabric will soften and brighten instead of getting obviously stale with usage and "LV", the embossed initials gradually become greenish and maintain unique refraction, clear and distinguishable in spite of distance. In contrast, traditional leather is easily scratched while complicated to keep, and its firmness and brightness fade away shortly after some time of usage, Louis Vuitton's canvas thus hold great appeal to the general public.
2. highly recognizable
The modern social life circle judges one's wealth and gives him/her corresponding social status from observing one's purchasing behavior. Accordingly, one's social status to a large extend relies heavily on the recognition of his/her wealth from the circle he/she belongs to; but since one's financial status is highly private information and unknown to the outside world, thus trigger individual's Conspicuous Consumption to obtain ideal social status. In such cases, value in use is not all Conspicuous Consumers take fancy to. A similar case will be a deer winning more hearts than a cow does although it is not as useful as the latter, why? It is because the symbol "deer" represents something much rare and expensive than a cow. Likewise, Louis Vuitton has become more a symbol than products, representing corresponding consumer orientation and social classes. Louis Vuitton's Damier Canas and Monogram Canas series designer handbag are highly recognizable, though these two series differ in their patterns and colors, enables everyone to tell the brand at first sight, bringing the buyers spotlight and admiration they dream of.
3.Long-lived design
Just like all love at first sight don't last long, a stunning bombshell at first glance might be the most seasonal item and go out of fashion real soon. Marc Jacobs has brought Louis Vuitton many changes since his joining, but these changes are mostly refinements or limited editions based on the original designs or around current issues and hotspots, much like the relish serving as the accompaniment to the main course on the table. What is classic remains as the top sellers of many hundred-years-old brands are their basic designs, for example, Louis Vuitton's Speedy series from the thirties of last century still sells well. The designs of Louis Vuitton's luggage and handbags successfully fashion and even change people's aesthetics, and develop in them a "compulsory" recognition of its designs. Under such circumstance, the value of a certain item last long for its customers.
4. Premier value
A strong intention of showing off is the most notable feature of most Louis Vuitton customers. The more one cares about how the collective views him, the keener he wants to show off. However, this mentality won't urge them to buy high brands blindly. In fact, they always go through careful consideration before buying: which is the most well-known brand, which brand is more eye-catching and etc. Louis Vuitton naturally becomes a first choice to more people with its unparalleled popularity in the fashion industry since people don't want to buy a brand which is unknown to the public. In addition, many people hold the same idea that why not pay two thousand yuan more for the very best when you are about to spend ten thousand yuan?
5.Unique anti-counterfeiting
Many say that what use is the unique anti-counterfeiting when even the vegetable and fruit sellers are carrying Louis Vuitton handbags? It is true there are many fake Louis Vuitton handbags in the market and forgery of this brand has become a profession. The general public is dazzled by the double A, triple A and quadruple A forgery Louis Vuitton items and many laymen say with certainty that the counterfeit Louis Vuitton products look no difference from the genuine. But don't forget that Louis Vuitton's development of 154 years is at the same time a fight against forgery, and the brand should already have became obscured if without victory. From the launch of the grey canvas suitcase in 1856, to the launch and refinements of its Striped Steamer Trunk since 1876,to the adaptation of spring buckles since 1886, and to the birth of its signature monogram patterns from George Vuitton's pen in 1896, to this day there are far too much details the imitators incapable to forge. To gain satisfaction from the imitations is more like a game of self-amusement for a certain class of people. If you don't believe, you may have a try by carrying a counterfeit Louis Vuitton handbag to Beijing's XiuShui Street and the booth owners who sell imitation handbags of famous brands are able to tell if yours is the real thing or a bogus within a few meters' distance, let alone frequent users of Louis Vuitton. As a matter of fact, imitations do not always post negative effect on the brand---it helps to raise the brand's popularity and cultivate potential buyers---isn't it true that a lot of Chinese get to know about a brand from its forgeries and start buying the genuine articles when they get rich later on?(Luxury Designer Handbags Paradise-ReplicaEstore.com)
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