{"id":138926,"date":"2020-07-29T13:29:16","date_gmt":"2020-07-29T11:29:16","guid":{"rendered":"https:\/\/highxtar.com\/?p=138926"},"modified":"2020-07-29T13:31:32","modified_gmt":"2020-07-29T11:31:32","slug":"hermes-and-li-ning-gain-infinite-value-during-the-pandemic","status":"publish","type":"post","link":"https:\/\/highxtar.com\/en\/hermes-and-li-ning-gain-infinite-value-during-the-pandemic\/","title":{"rendered":"Herm\u00e8s and Li-Ning gain infinite value during the pandemic"},"content":{"rendered":"

In a scenario of crisis and emotional chaos, Herm\u00e8s and Li-Ning are protecting their values from being infected by the pandemic. Through two different strategies with China in common, the sportswear brand and the luxury house have been a focus of light in the darkness, increasing their value when the rest of the scene could only see the abyss.<\/strong><\/p>\n

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The Herm\u00e8s boutique<\/strong> in Guangzhou<\/strong>, China would reopen its doors in May. The high-end store raised a whopping $2.7 million<\/strong>: a figure that made a big impact on luxury fashion.<\/p>\n

Amidst analysis, speculation and media hype, Vogue Business<\/strong> published financial data on share values<\/strong> two months later. These illustrated which brands had beaten the odds and the strategies they had implemented.<\/p>\n

The Chinese sportswear brand and Herm\u00e8s<\/a> <\/strong>were marketing above their value before the pandemic arrived. Thus, between January and July 2020, the value of the luxury brand’s shares had increased by 13% on the Paris Stock Exchange, while Li-Ning was gaining 8% on the Hong Kong market<\/strong>.<\/p>\n

\"Herm\u00e8s
Herm\u00e8s SS20<\/figcaption><\/figure>\n

LVMH<\/strong> and Kering<\/strong> were down 9% and 14%<\/strong> on the stock market in parallel. According to a report by Deloitte<\/strong>, only eight of the 55 top luxury companies listed on the stock exchange have seen their value rise this year.<\/p>\n

Two strategies with a common market and a potential consumer: China<\/strong>. The increase in their values came from sectors that could survive: the non-seasonal luxury of Herm\u00e8s<\/strong> and the activewear<\/strong> in full swing of Li-Ning<\/strong>. We analyzed the winning concepts.<\/p>\n

TIMELESS LUXURY<\/strong><\/h5>\n

Luxury fashion plummeted during the first quarter of the pandemic by Covid-19. Burberry<\/strong> stood out from the rest with a 48% drop in sales, while Herm\u00e8s registered only 7.7% less. The reason? Its timeless character<\/strong> and its emblem of luxury status<\/strong>: a model that flees from collaborations or capsules focused on the Z-gene.<\/p>\n