In 2009, the luxury market faces the first time in the past six years, all in recession, is widely considered the most difficult year for luxury goods companies. Global demand for luxury goods has shrunk as the economy and the market turmoil and significant reduction in the luxury market has shown a lot of new development trend, which for us to predict the market trend in 2010 provided a room for imagination.

         Annual Key words: crisis

        Several happy some unhappy

        As expected, the financial crisis to the luxury fashion industry is a big impact. Looking at the world, France’s biggest luxury goods group LVMH Moet Hennessy (LVMH) profits fall Christian Lacroix (ChristianLacroix) declared bankrupt, Germany, the two heavyweight luxury brand Hugo boss (HugoBoss) extended losses, Escada (Escada) Group, filed for bankruptcy protection. Italian fashion giant Versace (GianniVersace), has also closed its number of stores in Japan, and the desire to gradually reduce its market space in Japan. Meanwhile, Prada (Prada), Chanel (Chanel) announced job cuts as a, Gucci (Gucci) owned by Yves Saint Laurent (YvesSaintLauret) and Alexander McQueen (AlexanderMcQueen) were closed in Japan and Russia stores and some other important market. LVMH Moet Hennessy (LVMH) group of brands Celine (Celine), will no longer be opened through the new store to achieve cost control. Luxury industry is experiencing unprecedented nightmare, turnover, profit margin down, cut expenses, layoffs, debt-laden, the verge of bankruptcy, mergers and acquisitions to sell, re-shuffle ... ...

        Although the crisis-ridden, but the transfer also came into being. According to fashion brands entering the Chinese market when PriestessNYC survey, "China has 360,000 millionaires, their annual spending in the luxury market, 6.5 billion U.S. dollars." China, under the financial crisis has become the most global luxury market, a powerful fulcrum. The major luxury goods group, and retailers began to have increased in the Chinese market launch efforts, the United States, according to a Bain & Company study found that in this year opened 300 new global luxury goods store, 15% are open In China, 25% in other Asian countries, the traditional Western markets, only 15%.

        In addition to the reasons for the financial crisis, the Chinese people’s spending power continuously "jump up", but also with admiration for these luxury brands. They began to focus on China, this "big cake", take a look for the "new way" determination to speed up access to the Chinese market.

        As of December 2009, the World Luxury Association first released in 2009 ~ 2010 Global Annual Report: China’s total spending from luxury goods in January of this year’s 8.6 billion to 94 billion dollars in global market share of 27.5%, up 3 percentage points. In 2009, China’s first match that Japan, more than the U.S., ranking the country the world’s largest consumer of luxury goods runner-up the throne, after the baptism of the global financial crisis, China has proved to the world luxury market, its strong consumer power, but has been in a saturated market the state of the Japanese luxury market, there are already large number of international luxury goods companies will focus on investment in 2010, the Chinese market. According to expert analysis, the share of world luxury sales down and maintenance of circumstances, the Chinese luxury goods market is still showed an upward trend is expected to five years, the Chinese luxury goods market will reach 14.6 billion U.S. dollars more than the global share, may be occupy the pinnacle of the world’s luxury spending, an increasing number of international luxury goods companies have started one after another to seize the Chinese market, China will become the world’s largest luxury goods trade and consumption center.

        Annual Key words: cross-border

       Pragmatic brand strategy

       Of the financial crisis, and consumer purchase intentions will gradually shift to cheaper brands, luxury goods companies will be caught and therefore increase market share and maintain the brand image of the dilemma. The international luxury goods companies in order to find a "way out", must also showing "People First" attitude will only be increasingly rational consumers pay. Way back when Zara shop in Beijing, The Place, 1:00 lead worship numerous white-collar fashion, H & M store just opened in Shanghai in the beginning, but also packed with a wide variety of fashion Daren. Obviously, similar to Zara, H & M, MNG and other fast affordable fashion brands, has become a fashionable trend to quickly capture the focus of the crowd.

        And now, as first-line luxury brands, "cross-border" has become the most pragmatic of the brand strategy. From Karl Lagerfeld (KarlLagerfeld) took the lead with senior clothing a "thorn" H & M collaboration, to create "KarlLagerfeldforH & M" series, in recent years, Rei Kawakubo (CommeDesGarcons), Yohji Yamamoto (YohjiYamamoto) and Takahashi (UnderCover), which do not little fashion brands have been introduced in order to Converse (ConverseAllStar) for the design of the blueprint of the canvas shoes; Dior (Dior) and other big stars keep adding stripes, folding sports such as elements, and even offer golf apparel and other series of these phenomena are not difficult to see that Today, in every corner of the world are filled with the name of fashion cross-border presence.

        From a commercial point of view, cross-border luxury brands is undoubtedly the People First policy, the shadow of the financial crisis, luxury brands in order to change their superior image, in the design by adding more receptive to the style of the general public, such as sports or street elements, so that more people to accept the design, purchase design.

       From a pragmatic point of view, the designer starting from the functional, so that once the concept of fashion is more close to reality. From the development in terms of fabric, high-tech fabric is also the designer really after. Is a typical representative of the Anpuliao Armani (EmporioArmani), 2010 spring and summer men’s conference, high-tech fabrics for men’s clothing as a finale, full of high-level sense of vitality. In addition to Armani outside waiting sein Karajan (HusseinChalayan) or a Balenciaga (Balenciaga) is the leader in applying high-tech fabrics. Designers of high-tech fabric of collective return to the concern is largely due to innovation and change is the biggest breakthrough in high-level fashion design point.

        Through a crowd cult of luxury brands or top-level designer’s influence, to let more people know themselves, but also to make their design concepts by the latest fashion elements of expression. Whether it is from a commercial point of view, or from the clothing technology point of view, a marriage is undoubtedly a success.