The light luxury brand Coach, Michael Kors (referred to as MK), etc., the price is cordial and highly recognized. After more than 10 years ago, we will come to Taiwan or switch from agents to branches, so that many consumers are scrambling to buy.However, as the guests in Taiwan mature, Gen Z’s young guests have gradually emerged, and the brand will inevitably face greater challenges.
Create a fantasy universe
How to prevent the aging of the guests and the main Dynasties of the Zen Z, which is rooted in, is a problem faced by all brands at home and abroad.Light luxury is currently quite active in cooperation with Gen Z’s fashion idols. For example, Coach has rap actor Lil Nas X, Li Yongzhi, who is known as the “MZ Generation Cultural President” in South Korea, etc. The latter has become the history of the brand.The first Korean brand ambassador.As for MK, in recent years, TWICE members, a member of TWICE, became a Korean spokesperson. They felt the consumption power of Greater China. They also signed Tan Jianji as a brand spokesperson and connect with the young ethnic groups who love to watch Lu opera.
Most brands also use “Gen Z together” as the marketing goal. Like Coach in the 2024 spring and summer image advertisement, it creates a fantasy universe of realism, so as to echo GEN Z mostly from social media and the Internet to know the world on the Internet.Life looks.These methods do work.For example, at the end of last year, the US Investment Corporation PIPE SANDLER survey on the local Z -generation young people can find that Coach, Louis Vuitton, Kate Spade, MK are listed on young American favorite brands.
International superstar with cargo main guest group
However, the light luxury brand will not put eggs in the same basket. Especially in fact, there are many customers who are shopping in the cabinet.One of the goals, so Coach invites Jenniferfro Pez to endorse, and MK signed Shu Qi, who has a mature atmosphere, can evoke the identity of women over 30 years old, and hopes to make young women look forward to it.Further increase the sales of clothing and bags.
