Have you ever heard of the "old money style" outfit?
Even if you are not familiar with this word, you must be able to feel the atmosphere of this **.
That's right, Fei Xiang, who became popular this year with the movie "Fengshen", is a typical representative of this style.
"Old money" is a literal translation of English old money, which often refers to the inheritance of those ancient nobles in European countries, and reflects the connotation of "low-key, exquisite, and looks very rich" in dressing.
Although this style has existed in Europe and the United States for a long time, the popularity of the "new middle class" circles in China has only begun in recent years.
Taking advantage of this shareholder trend, the "old money" brand Ralph Lauren became popular in China, and achieved an astonishing profit growth rate of nearly 600% in 2021.
At the time, many analysts believed that Ralph Lauren would become the next "phenomenal explosion" of international brands in China.
However, what I didn't expect was that the 2,000 yuan knitwear had not really become popular out of the circle, and it had been replaced by a flat replacement of 68 yuan a piece.
This year's "leeks" are really difficult to cut, which makes the scythe raised in the air by the brand slightly embarrassing.
The concept of "old money" is derived from "The Great Gatsby", the author Fitzgerald called the upper class "old money" "old money", that is, "old money".
In 2013, the movie of the same name starring "Little Plum" Leonardo DiCaprio was released, which concretized the imagination of "old money" in everyone's minds.
It turns out that this kind of "low-key and delicate, well-tailored" feeling is old money, which is indeed different from those local brands that "can't wait to print their logos all over their bodies".
Among the many brands, there is one that has been hailed as an "American classic" - Ralph Lauren.
Founded in the '60s, the brand's founder, Ralph Lauren, actually hails from working-class America.
Although his father was just an ordinary painter, Ralph Lauren Jr. hoped that he would become a "millionaire" in the future.
In 1968, he founded his eponymous ** company, which designed personalized clothing for successful urban men.
Subsequently, Ralph Lauren launched the ** series, denim series and other products, all of which are "luxurious, restrained and comfortable and free".
It's not hard to design clothes, it's hard to get people to recognize the new brand.
Ralph Lauren, who finally realized his dream of becoming a "millionaire", has a talent - he is good at perceiving people's hearts.
He keenly captured the psychological needs of the American middle class who wanted to cross classes, so he chose polo as a brand icon.
Ralph Lauren believes that when people see the aristocratic sport of polo, they automatically associate it with the leisurely life of the aristocracy.
Wearing a polo shirt, it is natural to feel that you are "about equal" to the nobility, and then it is a great success.
In recent years, with the spread of social **, the "old money style" has returned to the front line of the trend.
Ralph Lauren, who has been popular in the United States for many years, has also been popular among Chinese consumers because of the "goods" of domestic star artists.
Especially for the "new middle class", the traditional luxury goods represented by Hermes can not be bought if they want to.
But a mid-luxury brand like Ralph Lauren is very flattering, which can not only afford this**, but also show its own difference.
Thus, rumors began to circulate that there were three treasures in the middle class, Ralph Lauren, lululemon and Archaeopteryx.
According to the financial report data, Ralph Lauren's net profit attributable to the parent in 2018 was 1600 million US dollars, which will rise to 600 million in 2021, and Asia will contribute nearly a quarter.
I don't know if there is a master's guidance, Ralph Lauren even realized the "wealth code" of the Chinese market.
On the one hand, signing a "red and purple" male star as its fragrance spokesperson has brought a lot of traffic.
On the other hand, "smart stores" have been set up in Beijing and Shanghai to promote a healthy and fashionable lifestyle through coffee and books.
With a set of combo punches, "Raff Girl" has become the new social hashtag.
However, before the "heat can be realized", Lavloren began to "collapse".
In July 2022, the Shanghai Yangpu District Administration for Market Regulation issued an administrative penalty decision.
The content is that Ralph Lauren ** (Shanghai)** was fined 6 for producing and selling substandard products passing off as qualified products040,000 yuan.
The Raff girls "found that they spent one or two thousand yuan on the knitwear they bought, and the purchase price was less than 200!
The point is that even if you bear such a high brand premium, you still get a piece of clothing of substandard quality.
Social networks are full of complaints, including but not limited to pilling clothes, scribbled embroidery, and fat fits.
Today, this brand has not been completely abandoned by consumers, but the "purchase channels" are abundant.
Do you think, with the current industrial structure of the United States, these clothes will definitely not be produced locally, will they be designed in the United States and made in China?
Smart netizens "follow the vine and touch the melon" and discovered a lot of flat businesses.
On domestic e-commerce platforms, everyone found a lot of three-digit or even double-digit "Ralph Lauren". If you don't pursue the logo, you can also buy a sweater with a similar style when you go to a certain library, which is also more close to the people.
How about the quality, you ask?The quality of the more than 2,000 clothes is not up to par. Just make do with it and wear it, and it can also bring surprises.
After this battle, Ralph Lauren is afraid that it will be difficult to turn over in the hearts of Chinese consumers.