(Image source: Photo.com)
Italy luxury brand Moschino has always been known for its bold, avant-garde designs. Among the new autumn and winter products recently launched, a handbag that looks like celery has become the focus. From the outside, this pouch looks like a handful of celery, but when opened, it has a lot inside, and it is a genuine bag.
This "celery bag" has a price tag of up to $4,470, which is equivalent to 31,900 yuan. As can be seen from the introduction on the official website, it has really put a lot of effort into the design. A digital print with a three-dimensional effect adds to the bag's look, while the leaves and branches of the nappa leather are meticulously handcrafted to appear in two different shades of green, a detail that adds depth, harmony and realism to the entire accessory. Its unique shape has been given a symbolic meaning by the brand to symbolize the irreverent spirit of Moschino.
However, as soon as the pouch was launched, it caused an uproar on the Internet. Netizens have turned on the ridicule mode, some people jokingly called it a "fake", and even joked that it was better to go to the vegetable market to buy real celery. "30,000 yuan to buy a celery bag, I give full marks for this idea! In the future, you will never lose celery casually, maybe one day it will become a luxury!" Such comments flooded the Internet. Someone else humorously said, "People are disguised as celery, so it is not easy to be robbed."
From a luxury design perspective, Moschino's designers undoubtedly find inspiration in cultural elements of everyday life. As a common vegetable, celery is a very common existence in public life, but it is presented in an exaggerated and artistic way by designers in the design of handbags. This is perhaps a reflection of the multicultural inspiration in luxury design. Designers try to break the convention, cross the gap between life and fashion, and turn ordinary things into symbols of high-end fashion through the magic of design.
However, the ridicule of netizens also reflects another view of the public's perception of this luxury design. For most consumers, it is incomprehensible to buy a celery-shaped handbag for 30,000 yuan. There is a difference between consumers' perception of the value of luxury goods and the creative concept of designers. In the eyes of the designer, behind this unique shape is the infinite value of the brand spirit and creativity; In the eyes of consumers, such a design may be too detached from reality and extremely cost-effective.
Moschino's "celery bag" is just a microcosm of the world of luxury design. Looking back at the luxury industry in mainland China:
Shanghai, Beijing and Sanya have become the core cities leading China's luxury consumption
In 2023, the three major cities of Shanghai, Beijing and Sanya maintained their leading positions on the list of core cities for luxury consumption in China. Shanghai topped the list with RMB53.5 billion in luxury spending, followed by Beijing with RMB52.3 billion, while Sanya's luxury market experienced a significant recovery, ranking third with RMB45.5 billion.
Millennials have become the dominant consumers in the luxury market
The generation born before 1980 is known as Generation X, the generation born between 1980 and 1995 is known as Millennials, and the generation born between 1996 and 2012 is known as Generation Z. According to a study by the China Luxury Research Center at the University of International Business and Economics, millennials are the dominant consumers in the luxury market with 64.1%, and Gen Z with 18.8%. According to KPMG China's research, 27% of Gen Z consumers are luxury connoisseurs, they value uniqueness and trendiness, are influenced by design and fashion trends, and the choice of products continues to change dynamically.
Qianzhan Industry Research Institute believes that with the gradual increase in confidence of China's high-net-worth individuals and the steady growth of investable assets, they will continue to play a significant role in driving market growth as key consumers in the luxury market. At the economic level, according to industry forecasts, China's real GDP growth rate is expected to reach 4-5% in the next few years, which will bring huge room for growth to the luxury industry. Although local consumption in the European and American markets is also gradually recovering, the global purchasing power of Chinese consumers is still rapidly increasing, and they remain the main purchasing power in the global luxury market. It is estimated that by 2029, Chinese consumers will contribute about 50% of the total global luxury consumption, becoming a key engine for the rebound growth of the global luxury industry, with a market size of about 902.2 billion yuan.
Prospective Economist APP Information Group
For more research and analysis of this industry, please refer to the "Analysis Report on Market Prospect and Investment Strategic Planning of China's Luxury Industry" by Qianzhan Industry Research Institute.
At the same time, the Prospective Industry Research Institute also provides solutions such as industrial new track research, investment feasibility study, industrial planning, park planning, industrial investment, industrial map, industrial big data, smart investment promotion system, industry status certification, IPO consulting/fundraising feasibility study, and specialized and special new small giant declaration. To quote the content of this article in any public information disclosure such as prospectus and annual report, formal authorization from Qianzhan Industry Research Institute is required.
More in-depth industry analysis is available in the [Prospective Economist APP], and you can also communicate and interact with 500+ economists/senior industry researchers. More enterprise data, enterprise information, and enterprise development are all in the [Qichamao APP], the most cost-effective and most comprehensive enterprise query platform.