Fashion brands seeking survival in economic collapse

According to a report from Wall Street Journal, a note of discord has crept into the relationship between shopping malls and brands since last autumn. This gap signifies that consumers can soon enjoy big discounts from luxury brands.

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Recently in varied shopping malls, designer Eileen Fisher’s clothes have been “attached with discount tags before they have chance to be sold”. She says that perhaps department stores like Saks and Bloomingdales should not be given so much control. She is asking her staff to consider a new mode: to rent a stall in department stores so as to control the price and stock.

Fisher’s words reflect that dissonance occurs between department stores and brands after years’ cooperation. This dissonance means consumers can enjoy big discounts from luxury brands early, which already happened last year.

Within a few weeks, the price system carefully constructed by high-end retail industry begins to collapse. Consumers ask for discount at the exclusive stores of varied brands. Elite brands like Loro Piana are filled with flea market atmosphere. In Europe, even shopping centers in France which are strictly bound by price law can’t avoid sale and discount. In America, spring sale is earlier than ever before, in the past, discounts are only available at the end of a season.

Reasonable prices are attractive to consumers who are hard up, but for other consumers, especially royal customers of luxury brands, they feel cheated because they have paid full price. Not long after Nancy Novogrod bought her new Jil Sander pants at full price in a department store, the editor of Travel + Leisure has received an email saying that that department store is having a spring sale now. Novogrod is much surprised:”Spring sale?” It is mid-March in New York when people shivered from the cold. “Consumers are angry, rather than sorry.”

Consumers are confused by the ups and downs of price, and they begin to doubt the true value of commodities.

“Even if people are rich, they don’t want to be overcharged”, says Fisher. She admits with a sly grin that, when times are good, their products are priced higher, “we raised the price because business was good at that time”.

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Fashion: Vision Much More Than Wealth(replicaestore.us)

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People say that money cannot buy one’s will; in fact, it will be great if this “will” is that amazing. One of my friend’s friends has become a Louis Vuitton girl after brainwashing by her foreign petty bourgeoisie boyfriend and she has bought many authentic Louis Vuitton handbags ever since, each of them costing more than five figures and she slides her credit card without a wink. This girl lives in a rented apartment until now and she belongs to the Moonlite family.

Does a LV girl really appreciate the design style and culture of Louis Vuitton? Or what she wants is the admiration from other people’s eyes? If for the former, I have to look up to her; if for the latter, then it is really ridiculous—with China’s market currently swamped with sham Louis Vuitton and imitations, even though your Louis Vuitton bag is authentic, nice people out of ten will take it as a fake.

In my opinion, fashion should be something that “bursts out from your bones”. You won’t like something without full understanding. There is nothing to do with money, except the purchase. Just like fashion icon Kate Moss, she can mix and match designer clothes with staple goods and still looks fabulous. She loves a piece of clothes only because she knows it, not because of its label tag.

Overall, the fashion thing depends more on vision than on wealth.

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