Success Of Luxury Fashion Industry

　　 Burberry Convinced that many people like "the British way of life", they boldly expand their brand tentacles. Swarovski is convinced that it is not just handicrafts, but resolutely extended to the fashion industry. How did they succeed?

Burberry, 148 years old, came from the United Kingdom. It bears the "stale" cultural tradition of the British aristocracy, and the market needs to reinvigorate. Today, it is full of pink youth. Swarovski, 109 years of history, originated in Austria, and is regarded as an animal handicraft and market in the United States.

It needs to be upgraded. Now, it is connected. Fashion industry Exquisite crystal. More coincidentally, these two luxury brands rely on two ladies to use "soul searching" to turn the charm of the brand.

　　 Rose Marie Bravo Shi Burberry:

From raincoat to Bikini

When it rained in London, the Burberry umbrellas in the streets and the people in the lattice raincoat suddenly appeared. Such a scene is still repeating: if it rains, London will be covered under Burberry. Walking to the flagship store on Bond Street, people dressed in gray clothes find that this season's Burberry is pink youth.

Under the operation of Ross Mary Bravo CEO, the first quarter of this year increased by 15% over the same period, and its market value was 1 billion 800 million pounds (equivalent to the huge old British Steel Corp). Before her arrival, the old brand was in bad condition. Those stores only wanted to get their raincoats. After years of experience, Burberry had faded, just like a part of the Bond Street. As a label of conservatism and adherence to tradition, it was also sneer at by harsh people as "one of the British frozen meat". After the middle of 1990s, it was suddenly transformed into a most cool monkey among the cool British people. It was chosen as the first choice brand by "little hooligan" and became the clothing label of the night life party.

"We have had a period of growth in the fashion industry, but we know that things are going to work. We need to continue, and we are entering a pattern of careful consideration of this LOGO. " Bravo said she formed a smooth transportation team. As she did in Fifth Street department store, she focused on promoting Burberry to transfer its brand charm from clothing to accessories so as to gain more profits. She feels that Burberry's LOGO is heavy. Its clothing sales once occupied 20% of the revenue bill, but now it has been reduced to 5%, but it still relies heavily on the sales profits of handbags.

Bravo's successful components include: creating Christopher Bailey as creative director; he has created the trend of Hot Pink; boldly let Mario Testino release hands and feet to stimulate people's advertising photography without having to taboo the inherent image tradition; choose Kate Moss to be the face of the brand; in 2001, she wore the bikini, which was first launched by Burberry, and immediately attracted all kinds of people.

"The line between business and aesthetics is thin and thin, for sale but elegant. You often travel online on accessibility and inspiration." Bravo said that her sense of brand orientation is "not too vanguard, not arrogant", which makes her proud that Burberry today is "judged and distinguishes grades".

The old Bond Street guardians can see the changes in their favorite rubber clothing companies. "They won't see Kate Moss in bikini in the window. They will still go straight to the Burberry department, which is tradition. " Bravo emphasized that Burberry has been maintaining a blood borne mission from beginning to end - the raincoat is still their top brand product, but it has evolved its male tradition, adding "a very feminine element."

　　 Nadja Swarovski Swarovski

From crafts to fashion crystal

"She has her own ideas about the $2 billion family business. But her brothers and sisters did not agree. After reporting the fifth generation of Nadja Swarovski, Forbes magazine published the structural contradiction in this crystal family. Despite its birth in Austria, the name of SWAROVSKI (Swarovski) is equivalent to Rockefeller in the United States.

But Nadja is still shocked that she knows that Americans regard SWAROVSKI's crystal products as a rough handicraft. In Europe and Asia, this brand is regarded as a gift of glory. Americans buy it just for the purpose of collecting animal models. Although it still brings considerable income, Nadja is determined to draw a clear line between her crystal products and animal craft collection.

She decided to enhance the positioning of family brands worldwide, from "crafts" to "fashion design". SWAROVSKI has already opened up in 225 stores around the world, how has it conquered the clothing market? At the same time, the fifth generation of the family is scattered and interested in each other. Even its brand history is not as bright as it is today. Its birthplace Wattens is located in the mountainous area of Austria, so far it is hard to go. In her research, she found that those salesmen who only knew how to run around with briefcases were of low taste and had no idea what fashion designers needed.

Her first move was to open the first Creative Service Centers in New York in 1998. Even though there were some people laughing when the plan was submitted, in the same year, SWAROVSKI's North American sales increased from $1 million 400 thousand to $13 million. The brothers and sisters all asked, "is this accidental?" she continued to concentrate on it and hired fashion consultants in London and New York to instruct Wattens crystal cutters. Since 1999, 6 centres have been opened in London, Dubai, Paris, Milan, New Delhi and St Paul.

Her next step is to use fashion designers' hands to enhance their brands through their understanding of clothing, including the British designer Alexander Macqueen, who uses SWAROVSKI as an ornament in costume design. She also encourages the designer's later show. For example, she once supported the amazing plan of Holland architects Vincent Van Duysen using 20 thousand crystals to create a waterfall. Now Nadja has realized her plan: from shoes, accessories to jackets, from Milan to New York.

Nadja, who says "passionate about products," is very harsh to SWAROVSKI. She says she will even care about Swan LOGO's position on stationery. "Of course, I will focus on products, and brand logo will be self configuring on this basis."