Bob Li Also Played A Game Of Price Deception?

Recently, some media reported that

(Burberry) in the United States, the company was accused of using the misleading price tag at the discount (Outlets) store to fool consumers, suspected of cheating consumers, and thus suffered a class action lawsuit.

Boboli did the same thing? It must have hurt many consumers' hearts, but there was no need to be too upset, because luxury brands were already playing with price cheating.

Brands playing price deception

Burberry, a British luxury brand, has been lawsuits in the United States because its discount stores use misleading price tags to fool consumers and cheat consumers.

For Boboli, the "price fraud" brand was refused to comment.

In addition to bobury, in November last year, Kate Spade was accused of price fraud.

There are consumers who sue for discounts in the brand discount stores. Kate Spade offers a discount at a false retail price, and the brand never sells any product at that retail price.

According to the indictment of Kate Spade, the plaintiff purchased a Kate Spade handbag for 142 dollars, while Outlet Spade of Kate Spade promoted the handbag information to "retail price of 355 US dollars 70 percent off". In fact, the handbag had never been sold at the price of 355 US dollars, on the contrary, it had been selling for 142 dollars, that is, the so-called discount had never been done.

In addition, last June,

MichaelKors has also been prosecuted by consumers in the United States.

According to two consumers in a court in New York, they sued MichaelKors for the use of the "manufacturer's suggested retail price" and "our price" in the price tag of the products, and caused the "cheap price" atmosphere of our customers to induce consumers to buy the products. The price of the products was two.

But in fact, the "manufacturer's suggested retail price" product is specially used for products in outlets, which has never really sold products.

Consumers think brands are fooling customers.

The fine is a drop in the bucket.

Since the price fraud, and being prosecuted, the nature can not be fined.

Therefore, in order to reach a settlement, MichaelKors finally agreed to cancel the "manufacturer's proposed retail price" and replace it with "Value" and pay 4 million 880 thousand dollars for compensation.

4 million 880 thousand yuan, but is that a lot? Compared with the promotion of the outlets to brand sales, millions of fines are a drop in the bucket for luxury brands.

According to a report by the Bank of Paris last year, luxury goods companies rely on outlets just like alcoholics can't resist whiskey.

And it also announced various luxury brands.

A survey of dependency.

In addition, the 2015 China Luxury Market Research Report released by consulting firm Bain consulting shows that the famous discount stores have become an important channel for Chinese consumers to buy low-priced luxury goods, of which 66% of respondents said they would increase the luxury consumption of this channel this year.

You know, Chinese consumers now like to buy luxury goods abroad. How many people will fall into this price trap?

So, in view of the fact that outlets can create good results for brands, will there be any price swindle in the future?