Whatâs going on here? Keringâs stock hit its lowest level since 2017 on Monday, after Chinaâs shoppers gave Gucciâs owner the silent treatment. What does this mean? Gucci was the crown jewel in Keringâs portfolio for years, attracting most of the luxury groupâs sales and profit. But despite a new creative director at the helm, Gucci canât seem to hit its stride like it used to. A lot of the blame can be pinned on China: shoppers in the worldâs second-biggest economy are keeping their hands firmly in their pockets. Without being able to count on those luxury-loving spenders, big-name brands like Burberry and Kering are feeling the pinch. So analysts attached a big âsellâ signal to Keringâs stock on Monday. Investors took note and duly sent it plummeting: now down 43% this year, the stockâs on track for its worst annual performance since the global financial crisis. Why should I care? For markets: Techâs a step ahead. Once dubbed Europeâs equivalent to Americaâs âMagnificent Sevenâ tech giants, luxury stocks are losing their sparkle: Burberry, Hugo Boss, and LVMH are down 57%, 47%, and 17% respectively this year. Only the most aspirational brands â think Hermès â are keeping their losses in check. So unless more shoppers get, er, shopping again, Europeâs iconic fashion houses could be forced to cut production and trim workforces â not exactly what the economy needs. The bigger picture: Japanâs handed the deflation baton to China. Chinaâs staring down the barrel right now. A broad measure of prices in the country has now fallen for five straight quarters â and that trend is set to stick into next year, which would mark the longest streak since 1993. Itâs a dangerous spiral: households tend to see their paychecks shrink during periods of deflation, prompting folk to hold off on spending and wait for even lower prices. And as sales slow down, the country could see lower corporate revenue, stalled investments, job cuts, and bankruptcies. |