Luxury’s Choice between Descent and Profit

Luxury’s Choice between Descent and Profit

Can Chinese consumers accept those “China made OEM top products”? After all, it feels different to spend thousands of dollars to buy a piece of clothes made by local manufacturer rather than from Europe. A survey by Daily Economic News shows that nearly 71% of respondents believe that China made OEM top products can help Chinese enterprises to go global, and 83% think that China made OEM top products aren’t symbol of cheapness. However, 72% of them are reluctant to buy China made OEM top products.

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Therefore, top brands have to make a choice between descent and benefit. The president and CEO of Prada Group, Patrizio Bertelli said, “I don’t think it’s a problem. The clothes of Prada are made in over 10 countries, and we don’t mind marking the production place and we don’t worry the brand would not be recognized by consumers. The key is to operate the brand well. Global cooperation is a necessary trend.” However, many top fashion brands are still trying their best to fight against the low cost temptation of China and keep their traditional Europe blood. Yves Carcelles, president of Louis Vuitton stressed that when people bought LV products, they were expecting western quality. The mystery and production is connected tightly. Even though more and more top fashion products are made in Asia, LV won’t change itself. A professor from a French Commerce School said that the place of origin was one of the basic standards of brand consumption. In the heart of consumers, brand is the combination of many related things and one of these being the place of origin. Domenico De Sole from Gucci said, “Whether right or not, Asian consumers believe top products are from Europe and only those made in the Europe are the best.”