Can the _light luxury_ brand that more and more young people love become a new growth point for eyewear retail_

Can the "light luxury" brand that more and more young people love become a new growth point for eyewear retail?

 

"We live in a time when it's expensive and not expensive – but not cheap,

 

I hate the word cheap – an era where you can coexist well

 

This is the first time this has happened in the fashion industry. ”

 

- Karl? In recent years, the term "light luxury" has gradually entered the lives of consumers.

 

With the continuous improvement of consumption level, various "light luxury" brands with the slogan of "affordable luxury" have become transitional products before many consumers buy luxury goods.

 

Baidu Encyclopedia divides the meaning of "light luxury" into two aspects:

 

Original design and high-quality fabric craftsmanship by top designers.

 

It is a relatively niche consumer product and will never become a street brand like a fast fashion brand.

 

The biggest difference between it and luxury goods is that the price is not as unattainable as that of luxury goods.

 

As a result, in a market environment where consumption is becoming younger and younger,

 

The "light luxury" brand has gradually become the favorite of many post-80s and post-90s.

 

The reason for this,

 

It can be roughly divided into the following aspects:

 

First of all

 

For most young people who have just joined the workforce, after deducting the expenses of buying a house and a car,

 

The savings left are not too much, but they can be surplus after satisfying the basic necessities.

 

Daily wear is basically based on fast fashion, and luxury jewelry is too far away for them.

 

As a result, "light luxury" has become their entry point for buying luxury goods.

 

Secondly, "light luxury" products are more in line with the consumption concept of modern young consumer groups.

 

Nowadays, walking on the street, you are either full of LV, GUCCI, PRADA, etc.,

 

Either it is the "embarrassment of colliding shirts" caused by all kinds of fast fashion clothing

 

For young consumers who like to pursue personalization, buying "light luxury" products,

 

Not only can you show your personality to avoid embarrassment, but also within your purchasing power,

 

Present your own unique taste.

 

After the success of some "light luxury" brands because of the pursuit of young people,

 

More and more brands are starting to launch related products one after another.

 

But for the current eyewear industry, this kind of "light luxury" brand between fast fashion and luxury seems to be relatively vacant.

 

For the fast fashion stores in China, most of them lack original design.

 

However, because of its "affordable" price, it is loved by many students or young people who have just started working.

 

For high-end consumers, they are often more inclined to buy products in glasses stores that focus on high-end consumption, such as Puyi glasses.

 

As for the growing middle class, most of them are younger.

 

Pay attention to the "appearance" of the product, and at the same time, they attach importance to quality and the influence of the brand.

 

But there is a lack of brands for them to choose from.

 

In addition to the needs of the middle class itself, consumers who were once keen to buy fast fashion brands,

 

With the continuous increase in income, it will also become the audience group of "light luxury" brands.

 

And high-end consumers are tired of seeing many big-name products around them

 

will also occasionally want to pursue personalized niche "light luxury".

 

According to relevant reports, the mainstream "light luxury" consumers in Chinese mainland have reached 16% of the total population.

 

About 200 million people.

 

These people mainly live in China's first- and second-tier cities, with a monthly income of 1~50,000 yuan.

 

And there is an intersection with luxury consumption.

 

From this point of view, there is no longer a clear distinction between light luxury goods and high-end luxury goods.

 

These growing consumers will not only favor thousands of yuan of "light luxury" products,

 

It will not discourage Yaxing, which uses a few months' salary to chase high-end luxury goods.

 

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Although the current glasses industry cannot clearly divide the consumer groups of "light luxury" brands,

 

However, with the further development of consumption upgrading, the characteristics of "light luxury" consumers will become more and more prominent.

 

They will also have a higher loyalty to the "light luxury" brand that suits them.

 

For traditional eyewear retail enterprises, in addition to the transformation to optometry or fast fashion,

 

It also provides a new direction of development.

 

This article is from China Eyewear Science and Technology Magazine, if you need to delete it, please contact Kaity@

 

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