Recently, the traditional luxury brand Balenciaga launched a high-end hair hoop, but it was jokingly called "tacky and expensive". The latest news is that this keyed hairband priced at 4000 yuan has been sold out in many parts of China and will not be restocked at the moment. In addition to this hairband, over the years, Balenciaga has also launched many controversial luxury goods, such as "garbage bags", "tattered shoes", "potato chip bags", and so on. What is the sales situation of these controversial luxury goods, and why do companies claiming to grasp the fashion trend continue to launch controversial products? How has the marketing performance of luxury goods giants in recent years been? Let's take a look together.

Balenciaga's hair circle for 4000 yuan is sold out in many places

Netizen: Like the keyring of a bathroom storage cabinet

Recently, the brand Balishika of Kaiyun Group, a world luxury giant, launched a new hairband with a price of 4000 yuan. Netizens roast that it looks like the key ring of the locker in the bath center. This hairband has sparked heated discussions among netizens, who believe that the price is too high and the design is not well appreciated.

On October 27th, the reporter logged into the official website of Balenciaga and found that this hairband is called Utility 2.0. The page introduces that the hairband material is polyester fiber, zinc alloy, brass, etc., made in Italy. Consumers can give away 2 logo engraved detachable keys when placing an order. On October 5th, the official blog of Balenciaga released photos of the Summer 24 series release show, including a display of this one.

The price and design of this hairband have sparked heated discussions among netizens. Some netizens said, "It's pretty good, cutting off the leeks of wealthy people." "Although it's not a high-end aesthetic that I can understand, they have all sold it." "I don't understand the source of design inspiration, isn't this the keychain of a bathhouse storage cabinet?" "I don't understand, is it really beautiful?" "It's not that luxury goods cannot be bought, but keychains are more cost-effective.".

According to the reporter's understanding, the product is currently sold out in offline stores in multiple regions such as Shanghai, Nanjing, Beijing, and Ningbo. Both online customer service and store sales personnel have stated that the probability of restocking is not high, and if a purchase is needed, it will need to be transferred from another city.

In the 2018 vacation series, a hairband was launched.

Actually, this is not the first time that Balenciaga has launched a creative hair circle. In the 2018 vacation series, a hair loop was launched, which is very similar to the "large intestine hair loop" that Chinese people are very familiar with when they were young. In addition, in 2020, Balenciaga also launched a lock buckle hair rope, which is sold overseas for around 1300 yuan. There are also many simple looking hair rings available on the official website, but they are not cheap at all, ranging from 1900 to 4000 yuan.

The list price of 12000 yuan is not available in Chinese Mainland

In the autumn of 2022, major luxury brands began to vigorously promote new autumn and winter products, and the new bags of Balenciaga became the focus of attention for many netizens due to their resemblance to garbage bags. Surprisingly, the brand did not shy away from its "flaws" and named it "Trash Pouch," which translates to garbage bags. This "garbage bag" is currently priced at $1790 overseas, approximately RMB 12000.