路易威登在华品牌吸引力下降

Every luxury company fears the “Danniella Westbrook effect”. The phenomenon named after the former EastEnders actress recalls the deleterious impact she had on the Burberry clothes brand after she and her toddler daughter were photographed clad head-to-toe in beige check. The snobbish world of fashion judged the photo a travesty and Burberry’s sales in the UK were hit.

所有奢侈品公司都惧怕“丹妮拉•韦斯特布鲁克(Danniella Westbrook)效应”。这个根据前伦敦东区女演员命名的现象让人们想起她对博柏利(Burberry)服饰品牌造成的伤害，此前，她和自己蹒跚学步的女儿被拍到从头到脚一身都是博柏利经典的米色格纹。势利的时尚界把这看做是一场拙劣的模仿，博柏利在英国的销量因而受到了冲击。
路易威登在华品牌吸引力下降

Louis Vuitton is facing a similar issue in China. While the brand’s owner, the French luxury retailer LVMH, has not fallen foul of any Burberry-style moment, it is nevertheless experiencing brand fade as consumers in higher-tier cities increasingly shun its products, according to data from China Confidential, an FT research service. LV’s problem in one sense is much like Burberry’s: it has become too ubiquitous for its own good.

法国奢侈品零售商路威酩轩集团(LVMH)旗下品牌路易威登(Louis Vuitton)在中国也面临着类似的问题。虽然LVMH没有遭遇任何的“博柏利时刻”，但英国《金融时报》旗下调研机构《中国投资参考》(China Confidential)的数据表明，随着中国一线城市消费者越来越避免选择其产品，该集团同样在经历品牌衰退。在某种意义上，路易威登的问题与博柏利很相似的：物极必反。
Just 18.8 per cent of survey respondents in China’s first-tier cities — Beijing, Shanghai, Guangzhou and Shenzhen — said LV was the luxury brand they most aspired to own, compared with 38.3 per cent among consumers surveyed in third-tier cities, China Confidential’s data show (see chart). Indeed, although LV remains the most popular luxury brand in China, Prada is eclipsing it in first tier cities, the data show.
《中国投资参考》数据显示（见图表），在中国一线城市——北京、上海、广州和深圳，只有18.8%的受访者称路易威登是他们最渴望拥有的奢侈品牌，而在三线城市，这一比例为38.3%。数据显示，虽然路易威登在中国的确仍是最受欢迎的奢侈品牌，但在一线城市，普拉达(Prada)正盖过其风头。

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