关键词: 皮具奢侈品, 传播方式, 转向, 数字化, 多元化, 年轻化

Abstract: Leather and handbag luxury has always been one of the important categories of personal luxury consumption, and these brands have experienced several different stages of development in the way of communication. In recent years, digital power has penetrated into the fashion industry from the level of production tools to the level of production relations. The transmission mode of leather luxury goods presents a digital and diversified turn, and reflects the characteristics of rejuvenation, popularity and socialization. In the new retail era when the Millennial Generation and Z generations have gradually become the largest consumer group of luxury leather goods, the application of network and e-commerce, mobile and social media and offline digital technology is jointly changing the survival and communication mode of leather luxury brands, and increasingly pay attention to the value and possibility of diversified creation.

Key words: leather luxury goods, communication mode, turning, digitization, diversification, rejuvenation