The Fashion Industry Is Adjusting Its Pace To Follow Those Customers Who Are On The Road.

With the increasing radius of human activities, fashion The industry is also adjusting its pace to follow those customers who are on the road.

In response to the consumer enthusiasm of Chinese tourists, Japan deliberately created a hot word "Bakugai" (Japanese: Burke) in 2015 to show the return of foreign tourists to Japan. According to data from the National Tourism Organization (JNTO), about 18 million foreign visitors were greeted in Japan from January to November last year, accounting for 1/4 of Chinese tourists, about 4 million 600 thousand, more than double over the same period last year.

In 2015, 120 million Chinese tourists made a total of $229 billion in overseas consumption, leaving other countries far behind. Fashion and accessories are their main shopping goals.

As early as 2011, Burberry was still in charge of Angela Ahrendts, and the female CEO created " Luxury goods "Travelling luxury consumer" to show the influence of this group on the brand. In her eyes, the strength of tourists even exceeded the whole. Chinese Market "Chinese consumers spend more than 6 times as much money as they do at home," he said.

Now, when we step into Paris's old Buddha's, New York's broomin DELL, or Harold's department store in London, we will get a brochure for Chinese shopping guide. Chinese speaking brand salesmen are also common. They even invite customers to add WeChat to each other, so that they can provide consultation at any time. In 2014, J. Crew introduced the XXXS code to American stores in the face of public opinion pressure, so as to look after the tiny Asian buyers.

This phenomenon also appeared in the Japanese, but in 1960 and 70s. When the Japanese economy took off and the new large middle class group was born, they eagerly hoped for a more luxurious and ostentatious life. In the postwar era, luxury goods from the west, such as leather goods, silk scarves, fur and jewelry, are the symbols of the highest status.

In 1984, Chanel opened the first independent store in Hawaii. As a result, Japanese tourists flocked to buy wallet, belt and two color leather shoes. In the book of luxury, it has been written that "throughout 90s, Chanel has always maintained the first sales volume in Waikiki Beach stores." Other luxury brands followed suit, and no shops were accompanied by salesmen who could speak Japanese.

To date, the definition of luxury has gone far beyond bags, shoes and watches. High end and customized tourism become a new symbol of luxury. It may be a winter skiing trip to Sankt Moritz, Switzerland, or a taste trip that is made up of Japanese star restaurants. The market has expanded by 57% over the past 5 years. The data from World Travel Monitor show that only 48 million luxury trips in the world were created in 2014 alone, creating 172 billion dollars.

The air routes that carry global elite are crisscrossed, forcing the fashion industry to readjust its way of thinking, no matter the product structure, store layout, or time on which shelves must be changed. They found that travel consumers from Asia no longer focus on basic business such as black, white and gray. Spend the winter in Thailand, fly to Dubai to attend a wedding ceremony. In view of the new demand of VIP, more and more luxury brands begin to launch holiday series.

It really brings people's awareness that holidays and spring / summer / autumn and winter series are all in keeping with the series of extravagant big spending abroad in recent two years. Not long ago, Chanel moved the 2016 vacation series to the enthusiastic Cuba and Dior, and chose to move the show of holiday series to Vieira's bubble palace in the French Gold Coast. LV held a press conference in Palm Springs, California.

In addition to the product itself, the brand even started building its own tourist attractions, such as LV's Museum in the outskirts of Paris, the Prada foundation rebuilt by industrial buildings, and the Armani/Silos museum under Armani. When these new landmarks, which are wrapped up in brand stories, products and art in different periods, appear on the tourist itinerary, luxury brands are also closer to their goals.

Strong capital and brand extension strategies, such as Armani, Versace, Bulgari and Gucci, have entered the hotel and catering industry. Just like an image investment, they can make residents and diners in a foreign country still get a unique brand experience. However, more luxury brands are still cautious players. They are more inclined to work hard at boutique shops, such as providing specific products for the local market, designing the interior of the store more locally, and making artisans who make tabs or make leather products from factories to show them at boutiques.