These cases show that consumers are still willing to pay for novel designs and reasonable prices. Last year, the Paris niche brand Polène swept social media with its Numéro Un handbag (priced about $580). Its low-key texture, exquisite craftsmanship and brand stories that are close to daily life have satisfied fashion consumers who pursue freshness and uniqueness. Together with the rise of other small and medium-sized brands such as Savette and DeMellier, it highlights how independent brands can lead fashion trends through innovative design, reasonable pricing and value resonance.
Britain’s Catherine, Princess of Wales arrives at The Rainbow Centre, an organisation that offers an open door to the community, helping and support to anyone in need, in Scarborough, north-east England on November 3, 2022. The Prince and Princess of Wales visit Scarborough to launch funding to support young people’s mental health, in a collaboration spearheaded by the Royal Foundation. (Photo by Chris Jackson / POOL / AFP) (Photo by CHRIS JACKSON/POOL/AFP via Getty Images)CHRIS JACKSON/Getty Images
Changes in consumer values
Against the backdrop of economic instability and declining performance of high-quality products, more and more consumers are beginning to pay attention to the quality and practicality of products. At the same price, more cost-effective designs may be available among independent brands. In addition to the product itself, the new generation of luxury consumers have also begun to pay attention to the brand's position on social and environmental issues. Many brands combine charity and donate part of their income to specific public welfare groups; or introduce environmentally friendly concepts such as environmentally friendly and sustainable processes, which have become factors for consumers who are value-oriented in the new generation. Combined with competitive pricing and flexible brand narratives, independent brands are gradually filling in the price demand in the luxury goods market and becoming an emerging force in the luxury goods bag market.
Further reading
