If the balances are every year - twice in other places - is expected to average consumers , this may not be the case of luxury brands large.
A survey by the magazine Challenges (article in french) has just revealed that instead of selling the stock without selling previous collections, some prestigious companies go so far as to prefer … now record these non-tradable . Shock States once again put the finger on the consideration of a reputation for extreme luxury at the expense of accessibility for the greatest number.
Luxury brands are not rushing to sell their collections. The balances are absent , replaced mostly by private sale sessions exclusively for some customers elect. However, this practice would be a political party truly immersed in the flow of unsold rooms. According to the findings of an investigation into the actions of Hermès, conscious prestige brands, do not hesitate to make use of much less commendable in the bag remains unsold after collection practices. Therefore, leaving the floor to a former leader of this large luxury home, reveals Challenges wrong approach , usually unused in reputable brand.
After each collection, Hermes give the opportunity to let a dozen employees – at random, and this practice must keep confidential – to acquire one of the remaining pieces in stock. However, not being able in this way to get rid of all the items in this old collection, Hermes then proceeds to a final purification process. Instead of remaining panel offer a more attractive price for consumers and end parts and flow, the brand goes to the ” Saint – Ouen incinerator”, which then gets rid of the surplus by burning unsold. The reason? Do not damage the image of prestige, luxury, inaccessible , finally , the big fancy house .
This is the ultimate solution when they have exhausted all other. Hermes consciousness in terms of image, it is difficult, but it is the only way to maintain the exclusivity of the brand.
Further evidence that the luxury industry finally looking over satisfy the consumer, sit hegemony visible from a privileged population. A photo of Mike Jeffries, CEO of Abercrombie & Fitch, which, if not intended, however, the same audience tributary recently declared not want to associate the image of the label “poor” incompatible with the philosophy promoted fresh. It is the luxury , a tool of social domination ?