In the past year, many brands such as Hermes, Chanel, LV, Gucci, etc. Due to frequent hot searches for luxury goods, they have raised their prices more than once. But luxury goods are not cost-effective. By raising prices and showing their positioning, they are actually secretly catering to consumers' psychology of buying up and not buying down.

According to incomplete statistics, since 2020:

Chanel channel classic 2.55 medium flip bag rose from 38 100 yuan to 5 1500 yuan, even a bag is hard to find.

LV experienced four rounds of price increase in 2020. The price of Express 25 rose by 18.4%, reaching 9,000 RMB, and Big ONTHEGO also broke through the 20,000 mark.

Gucci presbyopia series of popular bags, such as horse-bit buckle 1955 series shoulder bags, also increased by 20%.

Why on earth is this?

1, objective reasons: the epidemic situation has affected the shortage of raw materials, rising labor costs, insufficient productivity and increased transportation difficulties. These reasons have caused a sense of brand scarcity. Many people find that the money they want to buy is gone, or it will soon be gone, which will accelerate the rush to buy luxury goods.

2. Marketing strategy of luxury goods: the attribute of luxury goods is that the greater the resistance, the stronger the desire people want to have. Price is the barrier of these luxury goods, and the way to save ourselves is to raise prices constantly. Therefore, giants like Burberry would rather burn unsold products than reduce prices every year, and even implement price increase strategies on some popular styles to drive the sales of corresponding products.

3. Psychological function: Many people think that luxury goods are a symbol of status, and owning luxury goods is a ticket to a refined life.

To sum up, the price increase of luxury goods is also caused by many factors, but luxury goods are not necessities of life, so it is recommended to do what you can.