What grade is Celine: from brand history, price positioning to analysis of hot discussions on the entire network
As a high-end luxury brand under the LVMH Group, Celine has frequently caused heated discussions in recent years due to its design style transformation and star effect. This article will use structured data and combine it with hot topics in the past 10 days to deeply analyze Celine’s brand positioning.
1. Overview of Celine brand core data
| Dimensions | data |
|---|---|
| Establishment time | 1945 (Paris, France) |
| Current creative director | Hedi Slimane (appointed in 2018) |
| Product average price range | Handbags 15,000-50,000 yuan/Ready-made clothes 8,000-100,000 yuan |
| Brand value in 2023 | About US$2.8 billion (Forbes data) |
| social media popularity | The number of Weibo discussions in the past 10 days was 128,000+ |
2. Comparative analysis of price levels
| Brand | Classic handbag price | Starting price of ready-made clothes | Consumer group characteristics |
|---|---|---|---|
| Celine | 18,000-35,000 yuan | 8,000 yuan | Urban elite/nouveau riche |
| Louis Vuitton | 12,000-40,000 yuan | 6,000 yuan | Mass luxury consumers |
| Hermès | 50,000-500,000 yuan+ | 20,000 yuan | ultra high net worth individuals |
| Prada | 15,000-30,000 yuan | 7,000 yuan | fashionable middle class |
3. Hot topics of discussion on the entire network (data in the past 10 days)
1.Design style controversy: The minimalist rock style led by Hedi Slimane continues to trigger discussions. There are 32,000 related notes on Xiaohongshu, among which 35% of users believe that "the soul of the Phoebe Philo period has been lost."
2.Celebrity style effect: The number of Douyin views of the Triomphe handbag performed by Blackpink member Lisa exceeded 80 million, driving the search volume of this style to increase by 210% week-on-week.
3.Price increase news: In July, the prices of some classic models increased by 8% to 12%. The Weibo topic #Celine has increased in price again# has been read 140 million times. Consumers complained that "affordable luxury goods can no longer be afforded."
4.Quality complaints: The "Box bag cracking" issue exposed by a hot post on Zhihu received more than 1,200 likes, but the brand official has not yet responded.
4. Conclusion on grade positioning
1.price dimension: It is in the middle and upper reaches of luxury goods, higher than affordable luxury brands such as Coach, but lower than top luxury brands such as Hermès and Chanel.
2.brand tone: After the transformation, it is more inclined to young high-end fashion, forming direct competition with Saint Laurent and Balenciaga.
3.Consumer awareness: The survey shows that 68% of users classify it as a "first-line luxury brand", but only 12% think it is a "top luxury brand".
4.investment value: The second-hand market circulation rate is lower than that of Chanel classic models, but the value preservation rate of popular models such as Triomphe can reach 75%-85% of the original price.
5. Purchase suggestions
1. Recommended for beginners: Ava underarm bag (about 15,000 yuan) or classic shirt (about 6,000 yuan)
2. Investment advice: Give priority to metal logo iconic design models
3. Note: Pay attention to the official after-sales policy. Leather products require regular maintenance.
Current data shows that Celine is increasing its brand potential through celebrity marketing and design innovation, but its grade positioning is still controversial. Consumers should make rational choices based on their actual budget and style preferences, and should not blindly pursue brand premiums.
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