Are You Controlled By The Luxury Of Luxury?

This is the scene that a newly wealthy Chinese has become accustomed to: entering any luxury store, wearing a dark color. Suit The man with ears has opened a heavy door for you. Behind this door opens a new world: the air flows in quiet and inexplicable aroma, and neutral colors convey a minimalist style of decoration. Most of them were handbags and accessories. They were beautifully lit under the spotlight. In the glass cabinet, wallet, wallet and business card clip, which are full of brand abbreviations, are placed in comparison with tens of thousands of bags, which are inexpensive and are entry-level products. Handbags are classic and seasonal. They have nothing to do with the price. They will never cut prices. This is only part of a well planned marketing promotion plan. Perfume is a stepping stone to luxury brands. If it's a flagship store, maybe there is a lipstick. Accidentally pulling out a Chanel lipstick is always lethal. If you keep walking, only a small amount of ready-made clothes will appear. shoes Son.

Luxury: what do you think you bought luxury goods?

No matter what you buy, it may just be a spectacle. When you come out, you will carry a paper bag, and the Logo on it will shine brightly. And you seem to have the luxury of magic at once. But is this really the case? What exactly did you buy?

What is luxury? In fact, the debate over the meaning of luxury has always been a topic of concern to the industry today. Over the past century, various cultures have been trying to define luxury goods. According to recent studies by Interbrand, luxury goods include four aspects: technology, or the ability to develop from generation to generation; focus on depth, not breadth of the development of enterprises; history, continuous correlation in the period of economic prosperity and recession; and scarcity, limited by required skills, creating only a limited number of products. The spiritual culture or human factors contained in luxury goods can not be ignored; in the luxury sector, another quality of Pyramid can also be used as a measure of standards, starting from tailor-made and beginning to mass production.

Today, many luxury brands have gone against this connotation. In the past 30 years, the luxury industry has changed greatly with the development of the mass market and the emerging market. The most important change is that luxury goods begin to be industrialized and collectivize. With mergers and acquisitions, luxury brands may become the prey of new owners pursuing profits. Some luxury brands deviate from the original concept of luxury goods under the guidance of short-term economic goals, and they are forced to sacrifice their core products or mass production.

The operation of luxury brands is also becoming more and more patterned: through continuous guidance, brand marketers have finally shifted people's attention from luxury to success in the past twenty years. After the brand historical tradition of over packaging, it attempts to convey the classic perpetual nature of the brand, completes the deduction of the brand story, and chooses a controversial or alternative, but it must appeal to the young market. Designer A modern label is attached to the product; although the designer's greatest interest in making a show in Paris or Milan every season is only to become the headline of the media, because the final Couture will not exceed 5% of the total sales volume of the brand; for example, Marc Jacobs is in LV, and the fashion he designs is always only small batch production, and behind it is the large sale of LV leather goods. Next, simplify the product's name, such as Christian Dior for Dior, then print a logo on each product, and spread the fresh and luxurious image to the public through hard or soft advertising. The reality of luxury goods today is so simple. Just like Miuccia Prada said, "it's easy to camouflage luxury today, adding some historical details to the brand, plus a little precious decoration, is a luxury."

When you come out from a luxury store and carry a bag purchased at a price of tens of thousands of dollars, it is actually only produced on the assembly line of a dozen factories in its brand. And how do you feel about one of the thousands of handbags that most processes are finished by machine? And this package may also be catching up in the factory because the new generation of customers rush into the store to rush to buy. This product is nothing special, it is not much different from buying a Zara bag. The difference is just the price. So far, the popularity of luxury goods has been settled.

When I saw some one with my own eyes Luxury goods When the handbag was produced, when the handbag was full of artisan's emotional heart and not expensive, I understood what was once luxurious and what luxury was no longer.