Some people say that investing in stocks is not as good as buying brand-name bags, looking at the stocks that are now all green, it is better to buy luxury bags, after all, the price increases every year, and the board is nailed.
After Chanel soared all the way on the road to price increases and quickly caught up with Hermès, another Internet celebrity luxury big name was eager to try.
This season, Milan Fashion Week Bottega Veneta (BV) replaced with new creative director Matthiu Blazy, and immediately pre-sold the new style KALIMERO at the fashion exhibition handbag on the official website, priced at nearly RMB 60,000, priced close to CHANEL's classic small handbag, the price is about 60,000 5! Why is this brand known as "Hermès of Italy" so enterprising?
Why is the "Hermès Of Italy" BV priced so high? Remember the blockbuster fashion concept "see now buy now" 5 years ago? Although time has proven this to be an unrealistic gimmick, it has actually inspired the fashion industry, and some products can indeed be launched at the same time as fashion shows. In order to continue Daneil Lee's momentum of bringing explosive models to the brand, the brand specially pre-ordered Matthieu Blazy's new handbag KALIMERO, with a total of four colors and a price of about RMB 60,000.
BV new handbag KALIMERO
Although bottega Veneta leather woven handbags have always been expensive, as the first handbag launched by the new helmsman after taking office, the price of 60,000 yuan is still surprising to many people. Compared with the CHANEL classic model, which has repeatedly set a new high price in recent years, as a new handbag, the pricing strategy of nearly 60,000 is indeed very aggressive. In contrast, Daniel Lee's first series of handbag products added to BV has an average price of about 20,000, which is very close to the people. Matthieu Blazy's New New BV sold so well for a good price, which makes sense – after all, it's time for BV to re-establish itself as the "Italian version of Hermès".
Reason 1: Truly superb leather weaving, each leather is parallel and consistent Outsiders generally think that Bottega Veneta's design is bland, and they don't know what its value is. In fact, his exclusive leather weaving method is very delicate, noble enough to let you know that the product contains the superb skills of the craftsman.
Take the most popular entry-level silver bag, for example, adhering to the hand-woven complex cross-weaving method, each with the same effect, absolutely strictly controlled high quality. If you look closely at the woven leather, it is not difficult to find that each vertical direction of each leather strip is consistent in the parallel direction, which requires extremely high production costs, so buying BV is definitely buying a real process.
Reason 2: High-end brand positioning, more stable "style" than Gucci and Balenciaga
As early as 2001, Kering's predecessor, PPR Group, discovered the potential of Bottega Veneta and acquired it for $156 million. Soon after, the Italian veteran, which had fewer than 20 directly operated stores around the world, was reinvented into a modern luxury family. Inviting Thomas Maier, who had been with Hermès for 9 years as creative director, the brand relaunched women's ready-to-wear and opened a menswear division to bring a sophisticated, stable, non-trendy style that has always been priced higher than other brands in the same group.
2009FW
Under the leadership of then-CEO Patrizio di Marco, Bottega Veneta's revenue surged more than 10 times in six years. After 2009, it entered a period of stability, but since 2015, because of the challenge of many new trends in minimalism, Thomas Maier's work has become too conservative and dull. Against the backdrop of a decline in the popularity of the iconic frigid style and the lack of product innovation, bottega Veneta decided to part ways with Thomas Maier in 2018, but the brand value set by the former helmsman continued to remain.
Reason 3: More complex hand-woven leather than in Daniel Lee's time It is well known that Bottega Veneta is more expensive than other brands because of its unique and complex hand-woven leather craftsmanship. Daniel Lee's cleverness is to use a simplified and enlarged way to deal with the motif of "skinning", first, the visual effect is fresh and young, and the process requirements and production costs are relatively low (such as The Pouch and Cassette), which can make the pricing more affordable.
Cassette
However, as can be seen from Matthieu Blazy's new season, he chose to further complicate the "skinning" of BV's most important DNA (denser weaving). Whether it is a new handbag, shoes, and even clothes, he uses it to show the softness of the brand's choice of leather and the superb craftsmanship of the craftsmen.
Do you think BV's crazy price increase can be successful?