Luxury brands struggle to sell as young people

Since Gucci replaced the creative director with Alessandro Michele, poison tongue critics or fashion writers are waiting for something to change. In the first season, the fancy and colorful works came out. Both the outside world and the sales figures have responded positively. However, there is still a problem that Michele's self-repetition is too high.

Snakes, birds, and flowers have all played, and so it is up to the men's and women's collections for Fall/Winter 2016. We all want to see what's new here. As a result, we saw a Snoopy on the sweater.

In the past few years, a large number of high-end fashion brands are selling, in addition to the new Gucci, coaches in transition, Moschino, Givenchy, and so on. Coach launched the Snoopy series of bags, Moschino has done Barbie and Paddington bear theme, and Givenchy's Bambi spotted sweater was a street explosion.

Chinese independent designer Zhou Xiangyu is also on the Milan show floor of Gucci. I asked him how to look at the brand and sell it. He said it was probably to look more "young" and recognizable.

Snoopy on Gucci 2016 Winter Men's Collection

In fact, whether it is Snoopy or Barbie, these are the images that the public are familiar with. It is not so much that the designers are selling, rather than saying that they are showcasing their popular culture. Today, luxury brand purchase groups and markets have expanded far more than a decade ago. Popular pop culture and luxury goods are not so clear, and Marc Jacobs can be considered the forerunner among designers.

In 2001, Marc Jacobs collaborated with American graffiti master Stephen Sprouse, whose handwritten “Louis Vuitton Paris” was printed on a handbag. Since then, Marc Jacobs has also collaborated with Murakami Ryu and Kusama Yayoi in 2005 and 2012 to launch a series of cross-border design products. After that, the barriers to luxury and the public were repeatedly broken. One of the most extreme examples is the series of McDonald's that Moschino did in 2014. To know that McDonald's is almost a pop culture symbol of the American populace, it wouldn't be much of a feat to get a cartoon.