{"id":2394,"date":"2025-11-27T13:39:55","date_gmt":"2025-11-27T13:39:55","guid":{"rendered":"https:\/\/www.iforbes.cz\/?p=2394"},"modified":"2025-11-27T13:39:55","modified_gmt":"2025-11-27T13:39:55","slug":"luxus-v-cine-opet-nabira-na-sile-nasvedcuji-tomu-i-vysledky-premiovych-znacek","status":"publish","type":"post","link":"https:\/\/www.iforbes.cz\/index.php\/2025\/11\/27\/luxus-v-cine-opet-nabira-na-sile-nasvedcuji-tomu-i-vysledky-premiovych-znacek\/","title":{"rendered":"Luxus v \u010c\u00edn\u011b op\u011bt nab\u00edr\u00e1 na s\u00edle. Nasv\u011bd\u010duj\u00ed tomu i v\u00fdsledky pr\u00e9miov\u00fdch zna\u010dek"},"content":{"rendered":"\n<p><strong>V\u00e1\u017en\u00e9 ekonomick\u00e9 probl\u00e9my p\u0159ed p\u00e1r lety zas\u00e1hly jeden z nejv\u011bt\u0161\u00edch glob\u00e1ln\u00edch trh\u016f na sv\u011bt\u011b, \u010c\u00ednu. Hospod\u00e1\u0159sk\u00fd r\u016fst zem\u011b se v\u00fdrazn\u011b zpomalil a zas\u00e1hl mnoho spole\u010dnost\u00ed po cel\u00e9m sv\u011bt\u011b. Situace neobe\u0161la ani sektor s luxusn\u00edm zbo\u017e\u00edm. Zat\u00edmco roky pandemie p\u0159in\u00e1\u0161ely pozitivn\u00ed zpr\u00e1vy, opak se pozd\u011bji stal skute\u010dnost\u00ed a \u010d\u00edn\u0161t\u00ed z\u00e1kazn\u00edci p\u0159estali utr\u00e1cet. Aktu\u00e1ln\u00ed zpr\u00e1vy v\u0161ak nazna\u010duj\u00ed, \u017ee situace by se mohla za\u010d\u00edt m\u011bnit. Podle expert\u016f se toti\u017e strategie zna\u010dek st\u00e1le v\u00edce p\u0159izp\u016fsobuj\u00ed z\u00e1kazn\u00edk\u016fm a kultu\u0159e.<\/strong><\/p>\n\n\n\n<p><strong>Zm\u011bna c\u00edlov\u00e9 skupiny a lokac\u00ed<\/strong><\/p>\n\n\n\n<p>Ekonomick\u00e9 zpomalen\u00ed, vysok\u00e1 nezam\u011bstnanost a probl\u00e9my realitn\u00edho trhu zp\u016fsobily, \u017ee vy\u0161\u0161\u00ed st\u0159edn\u00ed t\u0159\u00edda \u010c\u00ed\u0148an\u016f, kter\u00e1 podle McKinsey d\u0159\u00edve dominovala luxusn\u00edmu sektoru, sn\u00ed\u017eila sv\u00e9 v\u00fddaje. Mezin\u00e1rodn\u00ed zna\u010dky se proto za\u010daly zam\u011b\u0159ovat na skupinu, pro kterou jsou tyto produkty ur\u010deny \u2013 na bohat\u00e9. Podle spole\u010dnosti Bait &amp; Company jsou pr\u00e1v\u011b ta 2 % vysoce majetn\u00fdch z\u00e1kazn\u00edk\u016f t\u011bmi, kter\u00e1 generuj\u00ed t\u00e9m\u011b\u0159 polovinu celkov\u00fdch tr\u017eeb. Podle experta na \u010d\u00ednsk\u00fd trh Pabla Maurona z marketingov\u00e9 spole\u010dnosti Digital Luxury Group je d\u016fle\u017eitou zm\u011bnou v podnikatelsk\u00e9m chov\u00e1n\u00ed tak\u00e9 expanze do rozv\u00edjej\u00edc\u00edch se oblast\u00ed. Tuto my\u0161lenku podporuj\u00ed i informace, \u017ee se nap\u0159\u00edklad zna\u010dka Herm\u00e8s po v\u00edce ne\u017e dek\u00e1d\u011b vr\u00e1tila do prefektury Wu-si, \u010di americk\u00fd Coach, kter\u00fd expanduje do Wu-chanu.<\/p>\n\n\n\n<p><strong>Kultivovan\u011bj\u0161\u00ed a kulturn\u011b gramotn\u011bj\u0161\u00ed designy<\/strong><\/p>\n\n\n\n<p>V r\u00e1mci rozhovoru pro port\u00e1l Luxury Society se Mauron tak\u00e9 vyj\u00e1d\u0159il, \u017ee pozitivem pro z\u00e1kazn\u00edky byl obrat v tom, jak\u00fd design jednotliv\u00e9 zna\u010dky nab\u00edzej\u00ed. Jako p\u0159\u00edklad pou\u017eil \u010d\u00ednsk\u00fd Nov\u00fd rok, kter\u00fd se nese ve znamen\u00ed drak\u016f, \u010derven\u00e9 barvy a \u010d\u00edsla osm, je\u017e v minulosti dominovaly kampan\u00edm. Nyn\u00ed si v\u0161ak spot\u0159ebitel\u00e9 sp\u00ed\u0161e koup\u00ed jemn\u011bji navr\u017een\u00e9 zbo\u017e\u00ed, kter\u00e9 v\u00edce zn\u00e1zor\u0148uje, jak to Mauron nazval, jejich \u201ekulturn\u00ed sebed\u016fv\u011bru\u201c. Odkazuje p\u0159itom na zna\u010dku Loewe, kter\u00e1 v r\u00e1mci novoro\u010dn\u00ed kolekce spojila \u010d\u00ednskou \u0159emeslnou kulturu s jej\u00edm evropsk\u00fdm charakterem, co\u017e ji posunulo na vy\u0161\u0161\u00ed pozice v marketingov\u00e9m indexu COMPASS.<\/p>\n\n\n\n<p><strong>Burberry po letech roste<\/strong><\/p>\n\n\n\n<p>V\u00fdznamnou roli sehr\u00e1vaj\u00ed i soci\u00e1ln\u00ed s\u00edt\u011b jako Xiaohongshu a Douyin, vyu\u017e\u00edvan\u00e9 zejm\u00e9na mladou generac\u00ed Z. Pr\u00e1v\u011b na tu odkazuje spole\u010dnost Burberry, kter\u00e1 ji uv\u00e1d\u00ed jako d\u016fvod o\u017eiven\u00ed a mezi n\u00ed\u017e se staly popul\u00e1rn\u00ed vzory typick\u00e9 pro tuto britskou zna\u010dku. V \u010c\u00edn\u011b jej\u00ed srovnateln\u00e9 tr\u017eby ve druh\u00e9m \u010dtvrtlet\u00ed fisk\u00e1ln\u00edho roku 2026 vzrostly o 3 %, \u010d\u00edm\u017e zm\u00edrnily pokles v prvn\u00edm kvart\u00e1lu, p\u0159i\u010dem\u017e r\u016fst zaznamenala i u vracej\u00edc\u00edch se z\u00e1kazn\u00edk\u016f \u2013 a to o 10 %. Celkov\u011b se Burberry poda\u0159ilo zv\u00fd\u0161it prodeje o 2 % a zastavit tak dva roky neuspokojiv\u00fdch v\u00fdsledk\u016f a, jak uv\u00e1d\u00ed agentura Reuters, dokonce p\u0159ekonat odhady analytik\u016f. Podle port\u00e1lu Morningstar zna\u010dce pomohly i spr\u00e1vn\u011b nastaven\u00e9 kampan\u011b a kroky design\u00e9r\u016f \u2013 od reklam, p\u0159es cenov\u011b dostupn\u00e9 kab\u00e1ty, kter\u00e9 se staly bestsellery, a\u017e po odklon od v\u00fdroby ko\u017een\u00fdch v\u00fdrobk\u016f a n\u00e1vrat k podstat\u011b zna\u010dky. Podle hospod\u00e1\u0159sk\u00fdch v\u00fdsledk\u016f za prvn\u00edch 6 m\u011bs\u00edc\u016f fisk\u00e1ln\u00edho roku p\u0159ekonal odhady tak\u00e9 upraven\u00fd zisk na \u00farovni 19 milion\u016f GBP (25,5 milionu USD), co\u017e p\u0159edstavuje v\u00fdrazn\u00fd obrat oproti lo\u0148sk\u00e9 ztr\u00e1t\u011b 41 milion\u016f GBP (53,9 milionu USD). V\u00fdsledky m\u00edrn\u011b kaz\u00ed tr\u017eby, kter\u00e9 meziro\u010dn\u011b klesly o 5 %. Stejn\u011b jako pro ka\u017edou zna\u010dku bude i pro Burberry nadch\u00e1zej\u00edc\u00ed sv\u00e1te\u010dn\u00ed obdob\u00ed kl\u00ed\u010dov\u00e9, p\u0159i\u010dem\u017e fanou\u0161ci Burberry se podle Reuters mohou t\u011b\u0161it nap\u0159\u00edklad na nov\u00fd koncept \u201e\u0161\u00e1lov\u00fdch bar\u016f\u201c, kter\u00e9 se budou nach\u00e1zet v prodejn\u00e1ch po cel\u00e9m sv\u011bt\u011b.<\/p>\n\n\n\n<p><strong>Pozitivn\u00ed v\u00fdsledky od ostatn\u00edch<\/strong><\/p>\n\n\n\n<p>Zm\u011bnu v \u010d\u00ednsk\u00fdch v\u00fddaj\u00edch zaznamenaly i dal\u0161\u00ed zna\u010dky. Nap\u0159\u00edklad Coach vyk\u00e1zal v prvn\u00edm kvart\u00e1lu fisk\u00e1ln\u00edho roku 2026 n\u00e1r\u016fst tr\u017eeb o p\u0159ibli\u017en\u011b 20 %. Tr\u017eby dal\u0161\u00edho luxusn\u00edho hr\u00e1\u010de, italsk\u00e9 Prady, ve t\u0159et\u00edm \u010dtvrtlet\u00ed 2025 meziro\u010dn\u011b vzrostly o 10 %, je v\u0161ak t\u0159eba poznamenat, \u017ee jde o \u00fadaje geografick\u00e9 oblasti APAC, kam krom\u011b \u010c\u00edny pat\u0159\u00ed i jin\u00e9 zem\u011b. Andrea Bonini, finan\u010dn\u00ed \u0159editel zna\u010dky, pro CNBC vyj\u00e1d\u0159il optimismus, p\u0159i\u010dem\u017e stabiln\u011bj\u0161\u00ed prost\u0159ed\u00ed o\u010dek\u00e1v\u00e1 a\u017e v p\u0159\u00ed\u0161t\u00edm roce. O pozitivn\u00edm v\u00fdvoji v \u010c\u00edn\u011b se vyjad\u0159oval tak\u00e9 francouzsk\u00fd gigant LVMH. V neposledn\u00ed \u0159ad\u011b je t\u0159eba zm\u00ednit i Richemont, pod kter\u00fd spadaj\u00ed nap\u0159\u00edklad zna\u010dky Cartier \u010di Mont Blanc. Pozitivem je, \u017ee po obdob\u00edch n\u011bkolikam\u00edstn\u00fdch pokles\u016f se mu v oblasti APAC kone\u010dn\u011b poda\u0159ilo dos\u00e1hnout m\u00edrn\u00e9ho r\u016fstu.<\/p>\n\n\n\n<p><strong>Sv\u011btlo na konci tunelu?<\/strong><\/p>\n\n\n\n<p>P\u0159esto\u017ee \u010d\u00edn\u0161t\u00ed z\u00e1kazn\u00edci za\u010dali utr\u00e1cet v\u00edce i za m\u00e9n\u011b nezbytn\u00e9 produkty, je st\u00e1le p\u0159\u00edli\u0161 brzy ozna\u010dovat situaci za kone\u010dnou. Podle Chiary Battistini z odd\u011blen\u00ed evropsk\u00e9ho luxusn\u00edho zbo\u017e\u00ed v JPMorgan nejde o celkov\u00e9 zlep\u0161en\u00ed, ale sp\u00ed\u0161e o p\u0159esun financ\u00ed zp\u011bt do \u010c\u00edny. V rozhovoru pro CNBC uvedla, \u017ee ekonomick\u00e1 situace v zemi z\u016fst\u00e1v\u00e1 nad\u00e1le slo\u017eit\u00e1. To, \u017ee \u010c\u00ed\u0148an\u00e9 za\u010dali v\u00edce utr\u00e1cet doma, potvrzuj\u00ed i \u00fadaje Morgan Stanley, podle nich\u017e se po pandemii dom\u00e1c\u00ed n\u00e1kupy zv\u00fd\u0161ily a\u017e na 70 % oproti 33 % p\u0159ed t\u00edmto obdob\u00edm. V tomto p\u0159\u00edpad\u011b je t\u0159eba zm\u00ednit tak\u00e9 r\u016fst lok\u00e1ln\u00edch zna\u010dek, kter\u00e9 v n\u011bkter\u00fdch p\u0159\u00edpadech p\u0159ekonaly r\u016fst zahrani\u010dn\u00edch. Podle agentury Bloomberg pat\u0159\u00ed mezi n\u011b nap\u0159\u00edklad Songmont s nab\u00eddkou ko\u017een\u00fdch kabelek a klenotnick\u00fd d\u016fm Laopu Gold. Tr\u017eby prvn\u00edho z uveden\u00fdch vzrostly od za\u010d\u00e1tku roku ve srovn\u00e1n\u00ed s obdob\u00edm p\u0159ed dv\u011bma lety o 90 %, zat\u00edmco Laopu Gold a\u017e o 1 000 %. Pro srovn\u00e1n\u00ed, prodeje kabelek Gucci \u010di Michael Kors klesly p\u0159ibli\u017en\u011b o polovinu. Op\u011bt plat\u00ed, \u017ee pro \u010c\u00ed\u0148any u\u017e nen\u00ed nejd\u016fle\u017eit\u011bj\u0161\u00ed z\u00e1padn\u00ed zna\u010dka, ale sp\u00ed\u0161e rezonuje jejich kultura a schopnost lok\u00e1ln\u00edch zna\u010dek se p\u0159izp\u016fsobit.<\/p>\n\n\n\n<p>Ze zpr\u00e1v a anal\u00fdz \u010d\u00ednsk\u00e9ho trhu tedy vypl\u00fdv\u00e1, \u017ee nadch\u00e1zej\u00edc\u00ed obdob\u00ed je pro luxusn\u00ed sektor velmi d\u016fle\u017eit\u00e9, a to v\u010detn\u011b spr\u00e1vn\u00e9ho nastaven\u00ed strategi\u00ed jednotliv\u00fdch zna\u010dek. V\u00edce vedouc\u00edch osobnost\u00ed firem, stejn\u011b jako Mauron z Digital Luxury Group, z\u016fst\u00e1v\u00e1 optimistick\u00fdch, av\u0161ak nad\u00e1le opatrn\u00fdch.<\/p>\n\n\n\n<p><strong>Diana Fatikov\u00e1, analyti\u010dka <\/strong><a href=\"https:\/\/www.investago.com\/cs\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>InvestaGo<\/strong><\/a><\/p>\n\n\n\n<p><em>Foto: AdobeStock<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>V\u00e1\u017en\u00e9 ekonomick\u00e9 probl\u00e9my p\u0159ed p\u00e1r lety zas\u00e1hly jeden z nejv\u011bt\u0161\u00edch glob\u00e1ln\u00edch trh\u016f na sv\u011bt\u011b, \u010c\u00ednu. Hospod\u00e1\u0159sk\u00fd r\u016fst zem\u011b se v\u00fdrazn\u011b<\/p>\n","protected":false},"author":1,"featured_media":2395,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout"},"categories":[58],"tags":[350,521,520,379,190],"_links":{"self":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2394"}],"collection":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/comments?post=2394"}],"version-history":[{"count":1,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2394\/revisions"}],"predecessor-version":[{"id":2396,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/posts\/2394\/revisions\/2396"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media\/2395"}],"wp:attachment":[{"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/media?parent=2394"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/categories?post=2394"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.iforbes.cz\/index.php\/wp-json\/wp\/v2\/tags?post=2394"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}