People find more and more Louis Vuitton, Chanel handbags are surrounding them. Chanel evening gowns are seen in high frequence in fashion gathering. Society changes brought about change of luxury category. The category change refers to changes in second-tier luxury following luxury brand. One industry expert told reporters that companies, such as Louis Vuitton and Chanel are now no longer a family business, but listed companies. They will be subject to market pressures, profits and cash flow needs. Under these pressures, luxury brands are becoming accessible.

Many luxury goods companies and the responsible people just evade the issue of price cuts, but the price did come down slowly. For Coach, Gucci, etc., the ordinary white-collar workers no longer need to tighten their belts when they are going to buy a stylish handbag just like to change another one or change automotive interiors. Accumulation and consideration are no need.

The one who is in charge of the U.S. fashion luxury brand Coach said that many luxury brands have been the group's business and have put on stock market and luxury consumption itself is very sensitive. It has great relationship with the economic trends, stock and property markets. We are also gradually withdrawing agents, selecting  direct sales. The pursuit of brand image can maximize profits on this basis.                                                                                                                              .J