專家表示，在消費者需求很強時，奢侈品牌一方面控制產量，另一方面提高價格，以保持或者擴大自己的市場空間以及利潤空間，而歐美市場的萎縮和中國市場的強勁勢頭也為奢侈品漲價帶來了動力。

巴寶莉去年的盈利預警讓整個奢侈品業擔心行業增長將會放緩，但是昨日下午lv皮夾在港交所公佈的2012年財政年度的初步銷售數字無疑為奢侈品行業注入了一劑強心針。財報顯示，集團截至2013年1月31日財政年度的淨收益額為32.97億歐元（約合275億元），較2011財政年度增加29%，按固定匯率計算，集團的銷售額增長23%。而早前奢侈品供應商路易威登集團公佈的去年成績也相當不錯，去年全年集團盈利同比上漲一成，銷售額大漲19%，多賣了44億歐元（折合人民幣374.28億元）。儘管業績靚麗，但是卻“漲聲”再起，昨日有消息稱LV將再度提價4%~15%不等。

亞太地區貢獻增長率達33%

根據PRADA財報顯示，占集團銷售總額82%的零售管道銷售額達26.64億歐元，較2011財政年度增加36%，按固定匯率計算則增加29%。報告指出，業務增長主要受PRADA及MIU MIU品牌的業務分別較上一個財政年度增長33%及16%所帶動。

記者發現，亞太地區成為PRADA除歐洲以外的主要銷售地區，銷售業績的貢獻增長率達到33%，而歐洲除義大利以外地區的銷售額增長為36%。財報中還指出，PRADA於2012財政年度開設78間新店鋪，截至2013年1月底的直營店總數達到461間。

然而，奢侈品牌們似乎不滿意目前的銷售額大增和淨利潤的提高，再度打起了“提價”的主意。昨日，有消息稱由於LVMH內部人士變動及品牌效應受到嚴重影響等多方面原因，LVMH最近決定縮減門店，提升價格。據知情人士透露，LV各大系列包包在今年會捲土重來一次4%~15%不等的漲價，國內的speedy30價格將從6100元直接漲到6500元。去年10月， lv包包在法國提價8%至10%不等，據悉，當時國內價格並未隨之提高。

有評論指出，LVMH將提價LV以減少開店維持形象，“這主要是由於Louis Vuitton連續幾個季度銷售下降迫使集團採取這樣的策略。”有消費者告訴記者，他們並不關心奢侈品牌的一系列人事變動，但他們對價格確實極其敏感。

中國市場奢侈品需求強勁


品牌商對於漲價的解釋是，原材料、人力、稅收、通脹等因素導致成本上升，使終端銷售產品不得不提高價格，但業內人士稱其真正的原因是價格策略，“中國市場奢侈品需求非常強勁，奢侈品品牌仍然保持漲價，是有意識的價格策略”。專家表示，在消費者需求很強時，其策略導致奢侈品牌一方面控制產量，另一方面提高價格，以保持或者擴大自己的市場空間以及利潤空間，而歐美市場的萎縮和中國市場的強勁勢頭也為奢侈品漲價帶來了動力。

記者瞭解到，今年以來，SK-II、香奈兒、迪奧等品牌已經相繼醞釀漲價。有消息顯示，菲拉格慕預計將上調歐洲零售價格，升幅為“較低的個位數”。業內分析師表示，漲價潮或將延續。

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