Luxury: Hard Luxury Will Be Bought On A Large Scale.

　　 Market participants

1) Mulberry: or the best in three years. Financial performance

This year, Mulberry will return to the best luxury position. This will significantly increase the sales performance of its key markets in the UK. In addition, Mulberry Emma Hill, the former creative director, will have the hope of becoming the next CEO.

2) Burberry: Sterling gains, gains hurt

Burberry fixed costs are in the pound, while profits are very much affected by foreign exchange. If interest rates rise in 2015, the increase in sterling will result in a tightening of profits, or Burberry will raise prices.

3) Hugo Boss: changes in major shareholders

Although Hugo Boss has successfully completed the transformation from wholesale to retail, the key shareholder Permira has gradually lost patience and continued to reduce or trigger the purchase clause.

4) private equity fund companies will invest in the following brands: Salvatore Ferragamo, Brunello Cucinelli, Tod 's, Ermenegildo Zegna, Dolce & Gabbana.

"Vulture capitalists" (vulture capitalists) generally refers to investors who use the terms of investment transactions with companies to seize the most valuable part of the company's ownership or company. Silence in 2014 reflects the expected uncertainty in the global luxury sector. In 2015, these capitalists are expected to return strongly, and the terms of investment transactions are more cunning, and even a minority stake will be included in their prey.

5) Michael Kors: earnings warning will be issued, leading to a sharp fall in share prices.

Michael Kors is the darling of luxury investors, but recently it will increase investment in Western Europe, which will have adverse effects on gross margins. At the same time, Michael Kors also faces more intense competition in its key US market.

6) Coach: becoming a takeover target

Although Coach is slightly inferior to Michael Kors in the US market strategy in recent years, it still has its merits and is expected to benefit from repositioning and changes in major shareholders. LVMH and Kering group are expected to become their acquirers.

7) after Prada:2011 IPO, the worst financial performance report was handed over.

Prada is overexposed in the Asia Pacific region, and luxury demand is declining. In 2015, Prada will increase its stores in developed areas, but it is also hard to resist international sales decline.

8) Tory Burch: about IPO

Tory Burch's IPO will be imperative. This will trigger another wave of luxury investment fever since Michael Kors has been launched, while Tory Burch will have a market value of more than $3 billion.

9) hard luxury is being bought on a large scale.

According to forecasts, one of the following well-known independent luxury brands is likely to be acquired: Chopard, Patek Philippe, Audemars Piguet, Buccellati or Damiani. The most likely purchasers are LVMH, Kering, Kai Yun group and Richemont group.

10) young fashion designers will be favored by international brands.

The following young designers are particularly worthy of attention: Simone Rocha, Craig Green, Dean Quinn, Emilia Wickstead, Maia Norman, Marta Marques, and cable. Their common features are youth, creativity, great room for growth, and low price compared with luxury brands.

　　 Regional market

The market will be tilted from emerging markets to developed markets. The social unrest in the Asia Pacific region, the economic slowdown in Latin America and armed conflicts in Eastern Europe will impede the development of emerging markets, which will also lead to a relatively significant increase in the developed market.

11) the US: from an incremental perspective, it will become the largest growth market.

In the middle class (middle end market), the total consumption of luxury goods in the United States will reach about $4 billion under the stimulation of the luxury designer clothing, luxury brand accessories and jewellery demand.

12) Italy & Argentina: from an incremental perspective, it will be the weakest growth market.

The Italy and Argentina markets have strong retail base for luxury goods, but the sluggish economy and the declining middle class have hampered demand for luxury goods.

13) India: from the perspective of growth, it will become the fastest growing market.

With the increasing prosperity of major cities and the transformation of illegal trading market to regular market, the demand for luxury goods in India will increase significantly.

14) China It will usher in the best market performance since 2012.

Since the Chinese government began to vigorously develop anti-corruption campaign, the Chinese market will usher in the first two digit growth rate (under the fixed dollar exchange rate), and the slowdown in Hongkong's luxury consumption will help to increase demand in the mainland of China.

　　 Future trends

15) luxury investment in tourism retail continues to heat up.

As investors gradually realize that there is much room for improvement in tourism retailing (many wealthy travelers have plenty of free time after security check and boarding, and increase shopping opportunities), there will be a significant increase in investment in airport retail, especially some designer clothing brands and luxury accessories.

16) investment in high-end smart fashion products is increasing.

The innovation of wearable technology is a good way to get people to understand the brand, and is also one of the best ways to attract the attention of fashion frontiers. It is expected that there will be a large number of these products in the luxury market in 2015.

17) luxury goods will encounter "digital revolution".

From physical stores to streaming media, luxury retailers will increase investment in digital technology, and social media platforms, such as Twitter and Facebook, will attract much attention.

18) (from an incremental perspective) luxury Internet sales grew the most in the year.

The number of online shopping is increasing day by day, while luxury goods will attract their attention most. The proportion of Internet users born after 60s will increase sharply, which will make them the target customers of online shopping.

19) high-end electronic products will become the most potential category of luxury goods.

As global demand for smart phones continues to rise, even though disposable income is declining, many customers still want to own the latest smart phones, and the demand for such products will drop slightly in a market that does not pay attention to class status.

20) "whisky fever" continues to heat up, pushing up high-end liquor sales.

The great heat of the American historical drama Mad Men and Boardwalk Empire has led the millennials to think that drinking whisky is cool. Not only is Grange whiskey, but the United States, Ireland and Japan have become big innovators of whisky. For them, the next critical stage is to continue to develop towards more high-end positioning.