Recently, the news that LV perfume, which was originally scheduled to be launched in early 2014, will be postponed to 2016 has caused an uproar. The first perfume of LV, which has been focusing on leather goods, has become a long-awaited item. Is it too late for this 160-year-old luxury brand to seize the perfume market? And can the first perfume win public praise?

　　LV will enter the perfume industry

　　Louis Vuitton, which is famous for its handbags and bags, has expanded its design to watches, jewelry and glasses since 2002. While everyone is guessing its next goal, perfume, an indispensable pillar industry in the fashion industry, has obviously become its new "prey".

　　In fact, Louis Vuitton has nothing to do with perfume. As early as 70 or 80 years ago, the brand once launched a series of perfumes. Unfortunately, it did not continue to produce because it did not cause a sensation. Only Eau de Voyage was repackaged in 1980. However, this obviously can't meet the expectations of many die-hard fans for the brand perfume, and considering the need to fully develop the brand business, Louis Vuitton decided to restart its perfume road.

　　The wind and rain are coming, watching your competitors fighting in this market. As the only luxury brand without perfume products at present, Louis Vuitton can't hold back its temper and wants to show its talents in this luxury market with the highest product compatibility and the widest public acceptance.

　　Louis Vuitton's return this time was not a whim, but it was well prepared for this decision. In order to make it grand, it specially invited Jacques CavallierBelletrud, a world-famous perfumer, and searched the world for all kinds of rare flowers that were on the verge of extinction, making full preparations for the success of entering the perfume industry.

　　Why LV didn't produce perfume?

　　In the information-based market, the speed of fashion change is far beyond our imagination. In the era of fast-moving culture, the success of perfume still depends on the test of time. In the perfume industry with big brands, it is not difficult to make money quickly, but it is difficult to become a classic.

　　According to media statistics, although hundreds of new perfumes are on the market every year, 80% of them have a short commercial life, and it is good to last for two years. In the world of perfume, those who can survive for 24 months are considered "hot", and those who still sell well for more than 5 years are considered successful. Among them, the biggest miracle is Chanel's No.5 perfume, which has been in the limelight for more than half a century since it was launched in 1921 and has now become a solid cornerstone of Chanel's beauty cosmetics. However, in this industry, similar miracles are difficult to replicate, and even fewer perfume miracles are born after entering the 21st century, which is the main reason why Louis Vuitton has been slow to take action in the face of the huge perfume market.

　　Why did LV delay the launch of perfume?

　　Bernard Arnault, Chairman and CEO of LVMH, the parent company of LV, said in an interview: "We decided to work slowly and do fine work." Therefore, Louis Vuitton Louis Vuitton perfume, which was originally scheduled to be launched from the end of 2013 to the beginning of 2014, will be postponed to be launched no earlier than 2016.

　　LVMH's decision is related to the fact that LV, as the group's flagship brand, has not only slowed down the growth rate in recent quarters, but also regressed. In the third quarter ended September 30, 2013, the income of the fashion and leather goods department to which LV belongs dropped by 3.8% to 2.43 billion euros. LV always claimed that it would take 18 months to show the effect of the strategic transformation towards high-end products. At the critical moment when it was trying to rebuild its glory, LV naturally did not want to distract attention from promoting new product categories. "This is a matter of priority," Bernard Arnault pointed out. The internal news of the brand also said: "The first task now is to reassess LV."

　　In addition, considering the tight schedule next year, among which the grand events include the opening of the Culture and Art Museum in LV in September 2014, LV does not want to see the first perfume, which was put on the market after more than 80 years, steal the elegance of Louis Vuitton Foundation, which took eight years to complete.

　　The LV brand recognition is probably something that the group is afraid of. Perfume sales mostly operate at a brand premium. At this time, it is difficult to grasp the pricing and sales of perfume.

　　Why do major brands launch their first perfumes one after another?

　　In recent years, luxury brands have launched their first perfumes one after another. In 2011, Valentino Fendi launched its first perfume, in 2013, Burberry launched its first self-operated perfume, in 2015, Miu Miu will launch its first perfume, and in 2016, LV launched its first perfume.

　　Why major brands will choose to launch their own perfume, many people are puzzled. Borrowing the classic explanation of the Financial Times is the most appropriate: "The reason why a brand launches a new perfume when the economy is so depressed is money." Some people say that the probability of making money with perfume may be similar to buying lottery tickets, and once you have followers, the resources you get can be used for decades. With just a few months of investment, you can get an endless stream of long-term income. Who doesn't want to do such a cost-effective business? Especially for those international brands, brands are their best word-of-mouth marketing. With the support of loyal fans, their business will never be worse.