The Six Magic Weapons Of Brand Inheritance In The Past Century

Magic weapon 1

quality

"If the western sky is drizzled with rain, then there will be a common feature from the president, the senior white-collar workers to the new entertainment stars, all wearing Burberry raincoat."

This England proverb tells the secret of Burberry becoming the "boss": the fashion it leads does not have its own table, but has excellent quality and practical value.

In 1856, Thomas Burberry, a young man in England, opened a clothing store named after his surname.

During World War I, British officers wore Burberry specialized windbreaks.

In peacetime, Burberry became the Royal brand and became the first choice for explorers and outdoor activists.

Today, Burberry has become the symbol of Britain.

Magic weapon 2

brand

In 1837, Louis Vuitton, a 16 year old carpenter, came to Paris to make a living.

At that time, the emergence of trains and ships spawned a tourism boom in Paris's upper class communities.

Packing for ladies and gentlemen has become an important skill.

Louis Vuitton soon became a small bundle of workers in Paris.

Napoleon III's Queen, Jonny, made him the finishing agent for the leather suitcase.

In 1854, Louis Vuitton left the palace with a large number of rewarding property, opened a luggage shop on Champs Elysees street, launched a flat cover suitcase, changed the shortcomings of the dome leather trunk at that time, and was favored by the nobility.

Magic Weapon 3

status

Cartire has been the jewelry supplier of the British royal family since 1904. It was praised by Edward VII as "the emperor's jeweller and the jeweller's emperor". Chaumet was appointed as the Royal royalty jeweler in 1802, casting the Royal accessories for the Napoleon family, and making jewelry for the royal family ladies such as Josephine; Van Cleef & Arpels was designated as the Royal jeweler supplier by the royal family of Monaco.

Brilliant history makes products more precious and noble.

Magic Weapon 4

emotion

In the Hermes store in Hongkong, a respectable girl saw a bag that was out of stock. She asked the clerk in a supplication tone: "please understand my feelings. My cousin is going to have a birthday."

I want to give her an unforgettable gift.

The clerk almost replied to customers in diplomatic terms: "I understand your mood very well.

But I'm sorry, please wait. "

Here, the role of consumers is not God, it is like asking for alms.

Magic weapon 5

Marketing

In December 1936, King Edward VIII, who was married to the civilian woman Simpson, resolutely declared her abdicated and asked Cartire to design jewelry for his wife.

This love story "do not want the beauty of the rivers and mountains" deeply moved the designer Jeanne, and also reminded her of the hopeless future between himself and Cartire heir Joseph.

In order to get the source of art, Jeanne invited Joseph to visit the American jungle and put the design of the American jungle distress into the design of the "cheetah" brooch and other jewelry.

When the treasure box was sent to the Duchess of Windsor, where did she know that this brooch hidden another woman's sad emotional sustenance.

Cartire jewelry has made a famous brand story because of a legendary love story.

Magic weapon 6

Price

Discounts and publicity are insults to luxury goods.

Some classic works of luxury brands can only be discounted on a very special occasion every year, with little discount.

quality

It has excellent quality and practical value.

Luxury brands always demand "quality to beauty and impeccable" for quality.

"More than 100 years ago, Herm s had wrapped the wire fence of cattle farms with strips of cloth to avoid scratches and scratches.

Their scarf designers can travel for 3 years and pay their salaries.

No one urged him, as long as he finally handed in his works.

brand

Creating a distinctive market position

To make your brand luxurious, let's talk about history.

The greatest skill of luxury brands is to find all the precious story fragments with a magnifying glass and spread them with loudspeakers.

status

Let luxury and aristocracy tie up

Some top jewellery manufacturers have a history of decorations for the royal family. From the day of their birth, they are doomed to have a superior lineage.

emotion

Designers give emotional added value.

The true meaning of luxury also includes the spirit of designers and the rich stories in the process of product creation.

Luxury is itself a work of art.

Customers are able to appreciate the rich emotions that designers give to products and brands while using products.

Marketing

Always keep the market in a state of half starvation.

On the 1 floor of China World Trade Center mall.

Price

I'd rather be honorable than dead.

The top luxury goods are spread by word of mouth; the public's luxury goods are sold in magazines and circles; and if they are commercials on TV, they are not far away from the mass brands.