There is a funny picture like this. A brick originally sold for only 5 yuan, but after adding Supreme’s logo, it sold for 500; Kanye’s wife Kardashian bought two for her family. This trash can has been reported by foreign media because it is marked with the LV logo. The specific price is unknown, but it is said that the mini second-hand LV trash can sold on eBay costs about 25,000 yuan. Maybe it is not garbage, but feelings.
Kardashian’s LV trash can. (Picture source: highsnobiety)
If it is difficult to find examples of these seemingly exaggerated things in ordinary life, then you must have seen or even bought luxury items Brand T-shirts. An ordinary white T-shirt with a label saying 100 yuan can become 110,000 yuan in seconds after adding a logo. Remember last year, Supreme and Louis
When Vuitton’s joint series was hyped, a T-shirt reached its peak in the hands of scalpers – the price exceeded five digits.
In fact, in the luxury goods industry, even if purchasing agents can get bargain prices in discount villages, a T-shirt will cost at least 1,000-3,000 yuan. And by browsing on luxury e-commerce, you can probably get an idea of the market. Fendi, Armani, Philipp
Plein, Burberry and Dolce &
T-shirts from brands such as Gabbana are sold for more than 5,000, and some styles of Valentino even sell for more than 10,000. Gucci’s logo-printed T-shirt, which became a huge hit last year, is clearly priced at around 6,000. Even though the imitation Givenchy dog-head T-shirt is a bit over the top, it still costs around 4,000 to get it.
This makes people wonder why these ordinary-looking luxury T-shirts are more expensive than Uniqlo’s 99 yuan a piece and H&M’s 99 yuan three-piece T-shirt. Are shirts so expensive? And who will pay for it?
LV×Supreme (picture source: overdope)
▋Pricing first
Maybe quality and workmanship are a reason. Although they are all labeled “100% cotton”, the quality of cotton is also different. Generally, brands use ordinary or even low-quality cotton. In order to further reduce costs, factories are mostly located in places with low labor costs such as India, Turkey and Thailand. The sewing process is mostly made by machine assembly lines; while luxury brand T-shirts are very important to the brand. The craftsmanship requirements are higher, and sometimes they are hand-sewn by craftsmen in Europe or the United States. For example, the wiring is more fine, and the cotton used is mostly pesticide-free organic cotton, which is even mixed with cashmere, and the output is smaller and more precious.
However, economists believe more in the statement of “pricing first” than in the high price caused by high quality. They believe that it is the brand that first gives ordinary products expensive prices, which makes luxury goods “exclusive” and makes people psychologically desire to buy them.
The Veblen commodity theory proposed by American economist Thorstein Veblen means this: there is a positive relationship between commodity prices and demand, and this commodity can usually satisfy people Vanity can show off wealth and status, so it is also called conspicuous consumption. In other words, whether it is leather goods or T-shirts, as long as they are luxury goods, they are expensive.
In fact, everyone knows that no matter how big the quality gap is, T-shirts cannot match the price of luxury goods, so people who are willing to buy this high-profit return product , what really matters is the brand’s logo.
Dolce&Gabbana 2017 Spring and Summer Series (Photo source: fashionisers.com)
Morning A few years ago, New York consulting firm Hitchcock
Partners conducted a consumer experiment. They prepared some black T-shirts that covered the logo and asked the experimenters to identify the corresponding brands. The result was that the experimenters could easily tell the difference between high and low quality. What was embarrassing was that the expensive T-shirts were accused of being of poor quality, while the cheap T-shirts were of good quality. Based on this result, Hitchcock
Partners theorized that the only difference between one T-shirt and another was the brand. In other words, when the price of a T-shirt is ridiculously high, branding is the only reason that convinces you to pay for it.
Loyal fans of the brand must be a huge force among the followers. For example Alexander
Wang and James Perse’s white T-shirts have always had a good reputation. French fashion brand A.P.C. and Kanye’s collaborative T-shirt only sells for $120. American luxury brand The Row
The T-shirt only sells for US$260. You must know that the price range of a regular Alexander Wang product is between RMB 3,700-14,000 yuan. The
Row is between 5,000-25,000 yuan. In comparison, these T-shirts with friendly prices are even more popular among fans.
With the increase in purchasing power, Chinese consumers who care more and more about overall styling also show a tendency to buy on demand rather than blindly follow trends. Let the luxury market slowly growThen on his brand it says “Fashion Stole My
Smile (Fashion stole my smile)” etc.
So you see, the T-shirt can actually speak, and against the backdrop of the simple design of the T-shirt, Every sentence is ringing.
Moschino (Photo source: allieNYC)
And People always say that fashion is a circle, and this metaphysics is quite accurate when it comes to Slogan Tee.
About Slogan
There is a theory that the origin of Tee is that it originated in the United States after World War II and spread to Europe in the 1960s. At that time, the long-suppressed desire for expression of the new generation of young people was released after the war, and this ideological liberation was no longer satisfied with oral communication, so people wrote their attitudes on their clothes and wore them to express their attitudes at all times. . At that time, a British family named Mr.
Freedom’s store designed the rumored originator of the Slogan Tee – a T-shirt with slogans, images of Donald Duck and Mickey Mouse.
In the 1970s, the British designer Vivienne, the “mother of punk” in the fashion industry
Westwood and her partner Malcolm
McLaren produced T-shirts with political slogans including “revolution”. A few years later, British designer Katharine
When Hamnett accepted the award for Best Designer, she wore a dress that read “58% Don’t Want”
Pershing (58% of British people don’t want missiles)” clothes met Mrs. Thatcher and expressed their anti-war attitude. Since then, people have discovered that fashion can also be related to politics. Fashion It is a powerful weapon to express attitudes and opinions.
Image source: sohu
Slogan
The popularity of Tee among the public is closely related to rock music. Or Katharine
Hamnett, who became famous overnight after expressing her anti-war stance, then designed a series of oversized T-shirts with bold and black phrases such as “Choose”
Life (choose life)” and so on. People found that this kind of simple and rough aesthetics with black characters on a white background is conspicuous and powerful on the stage, and Slogan Tee became popular among pop bands.
Street culture also helped a lot in popularizing Slogan Tee, and designers began to play pranks on the sacred T stage.
Designer Giles during London Fashion Week 2006
Deacon bowed out wearing a T-shirt with a joke about himself. The T-shirt read: Get Your Freak On, Giles Deacon (Don’t be so rigid, Giles)
Deacon); In 2008, British designer Henry Holland established the fashion brand House of
Holland, some say, conquered London’s fashion scene with a few cheeky catchphrases. He also designed a series of T-shirts to poke fun at celebrities on the tenth anniversary of the brand’s founding, and invited himself to wear them in person to take product preview photos.
Self-encouragement, self-promotion or even self-ridicule, no matter what the purpose is, the power of Slogan is powerful. Although Zara, Forever 21, TOPSHOP and other fast fashion brands also have Slogan Tee, luxury goods with high exposure can make the selected Slogan become the motto of more people faster.
I once bought the classic chicken soup “Keep
Calm and Carry
“On (keep calm and move on)” T-shirts are my favorite and I am ready to invest in luxury T-shirts. “I think the slogans chosen by luxury brands are more likely to become popular, and the pattern will be larger. Ordinary brands are small but beautiful. , Xiao Quexing’s slogan is a bit boring. “I didn’t expect Millennials to wear Slogan.
Tee shows a side of concern for the country and the people, and they also have this mentality: let more people know what I am thinking.
▋Who is buying expensive T-shirts
After chatting with these young people, we also found that most T-shirt consumers still tend to be rational when buying luxury styles. It can be seen that although they are still young people who have not yet accumulated a certain amount of financial strength, price is no longer the only consideration. Added value such as love for the brand, practicality, and the semantics and style of the Slogan are all very important.
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