奢侈品涨价潮仍在继续，GUCCI将在6月1日前提价

 奢侈品牌的涨价潮仍在继续。界面时尚从可靠渠道获悉，GUCCI将在6月1日之前进行涨价。<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>此前，有不少时尚博主和代购在社交媒体表示Louis Vuitton、CHANEL等品牌将在5月对产品进行涨价。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>如今，GUCCI也将正式加入涨价的队伍，但涨价的幅度与涨价涉及的品类暂时仍不清楚。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>LV已经于5月5日进行调价，涨幅在5%-9%之间。CHANEL中国团队则向界面时尚确认了调价计划，并于5月11日率先在欧洲市场进行提价，上调幅度普遍为5%至17%。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>奢侈品牌纷纷传出涨价消息后，包括中国在内的多个国家都开启了排队潮，引发排队的品牌就包括GUCCI。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>界面时尚在生活方式平台小红书看到，有澳大利亚悉尼的用户称当地GUCCI门店从5月上旬开始排队。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>除此之外，5月15日之前，北京SKP、上海国金中心、香港海港城等各地商场的CHANEL门店亦连续多日排起长队。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>华尔街投行Bernstein的奢侈品分析师Luca Solca在接受路透社采访时表示，LV等品牌之所以涨价，或许是因为疫情期间销售额受挫，“这是一种维持利润的策略”。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>根据整合传播咨询公司罗德传播集团的报告，2020年第一季度全球奢侈品市场会出现25%-30%的暴跌，全年奢侈品行业收入将损失600亿至700亿英镑（约合人民币5200亿-6100亿元）。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>其中，GUCCI称得上是疫情中受损相对严重的奢侈品牌。根据GUCCI母公司开云集团在4月21日发布的2020财年第一季度财报，在截至3月31日的三个月内，一向增长强势的GUCCI销售额同比下跌22.4%至18.04亿欧元，是开云集团下跌幅度最大的品牌。Bottega Veneta则成为开云集团最大黑马，销售额逆势上涨10.3%至2.73亿欧元。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>界面时尚此前曾报道，奢侈品涨价部分归功于客观上奢侈品生产成本的上涨，这涉及到原材料价格、运输和劳动力成本的上涨，以及汇率的波动等。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>另外，奢侈品牌在经济下行期涨价也是为了巩固品牌价值。2008年金融危机给所有时尚奢侈品牌上了一课，那就是“折扣大战”一旦开启便很难收场，消费者习惯低价购入折扣商品后，便很难再回头购买全价商品。奢侈品牌尤其注重维持品牌价值，适当涨价既能维持利润，也能保持品牌的稀缺性。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>不过，Solca补充道，并不是所有奢侈品牌都会选择涨价，因为这一举措有造成消费者抵触的风险。

<p style="background-image: initial; background-position: 0px center; background-size: initial; background-repeat: initial; background-attachment: initial; background-origin: initial; background-clip: initial; border: 0px; margin: 0px 0px 20px; padding: 0px; vertical-align: baseline; font-variant-numeric: inherit; font-variant-east-asian: inherit; font-stretch: inherit; font-size: 16px; line-height: 1.8; font-family: STHeiti, “Microsoft YaHei”, 黑体, sans-serif, Arial; color: rgb(14, 14, 14); text-indent: 0px;”>面对疫情带来的巨大冲击，GUCCI还做了其他调整。GUCCI创意总监Alessandro Michele本周通过品牌Instagram宣告了变革计划，他称，GUCCI以后一年只会发布两季新品。而历来高级时装屋都按照春夏、秋冬、度假系列、早春和早秋五个系列来发布新品。