Home >

Karl Lage Fei Teaches You To Read Karl Lagerfeld Brand.

2014/1/6 11:49:00 61

??? 日本語 Fran?ais English 中文

Brand Interpretation Fashion Character Designer Brand Business Value

unlike many designer brands, Karl Lagerfeld takes the idol marketing route, which means that the designer himself has become the focus of promotion.

for the Karl Lagerfeld Greater China marketing and product director Zhan Xin, this position is focused on making more mainland Chinese consumers understand this brand and learn to read it accurately.

for many Chinese consumers, the pronunciation of the brand is very important. If the pronunciation is too tortuous, even if they consume the brand, there is no way to show off with their peers.

Therefore, some people attributed the popularity of < a href= "http://www.91se91.com/pioneer/" > Louis Vuitton < /a > in China to the simple and clear LV abbreviation, while many French and Italy brands suffered a lot on the same issue.

August 2013, Karl Lagerfeld opened an independent store in Beijing Zhuo Zhan shopping center and Shanghai Kerry Center.

50% of the accessories, including shoes, shoes, watches and so on, were sold in the shop, and one or two dress gowns were rarely seen.

The price of the product is not bad. The T-shirt printed with Karl Lagerfeld cartoon head sells for more than 600 yuan. If you add two hundred or three hundred yuan, you may buy a T-shirt which is less than a href= "http://www.91se91.com/news/index_f.asp" > GUCCI < /a >.

you may think of Karl Lagerfeld as a designer brand.

When Karl Lagerfeld was founded in Paris in 1984, it was the second year that Karl Lagerfeld became Chanel a href= http://www.91se91.com/news/index_f.asp design director /a.

At that time, he told VOGUE that he had always dreamed of having a shop named after himself. But after such a brand was established, its products were sold only in senior department stores such as Lord Buddha and Harold, and no independent retail store had been set up.

2005, Karl Lagerfeld sold the brand to Tommy Hilfiger group.

But 1 years later, the Tommy Hilfiger group was sold to the UK private equity fund Apax, and the controlling stake of Karl Lagerfeld fell into the hands of Apax.

perhaps it is realized that the commercial value of Karl Lagerfeld is undervalued. In 2012, the brand launched a series of rock windbreaker accessories for sale on the website, and began a series of global expansion since 2013.

During the Paris fashion week in March 1st, Karl Lagerfeld's first independent store opened in Paris, and then opened stores in Munich, Germany, Antwerp and other cities.

China is Asia's first stop in the Karl Lagerfeld brand global expansion plan.

Prior to that, Karl Lagerfeld had launched an operation in China through an agent, but only for men's wear.

despite the fact that Karl Lagerfeld has a great reputation, it is closely related to the brand revival of a href= "http://www.91se91.com/pioneer/" > Chanel < /a >, and has launched a cross-border series with H&M, for the French furniture brand BUT catalog, with the British aromatherapy candles brand Welton London cooperation with personal brand candles, and for Italy glasses brand Welton design glasses series...

But for mainland Chinese consumers, most people have not yet reached the level of consumer designer brand, let alone a vague designer brand.

The brand keywords of Karl Lagerfeld should be "rock" and "punk". Their products are slender and have many metal ornaments.

In the latest sale of women's wear in the Shanghai store, it also includes a red lattice skirt that looks like a smoky makeup and 16 hole black Martin boots.

But these are not the key points. The key point should be the Karl Lagerfeld on the wall and the photo of his cat, and the Karl Lagerfeld cartoon doll that can be seen in the shop.

abroad, the goods sold in the shop are not limited to the brand of Karl Lagerfeld. On the shelves of Paris store, there are also books written by Karl Lagerfeld, its humanoid dolls, and the crystal cup he designed for the Swedish crystal brand Orrefors. The clerk will tell you that Karl Lagerfeld used this cup to drink his favorite diet coke.

Yes, if you are a fan of Karl Lagerfeld, you will never feel that the brand is not good enough.

The management of the company also hopes that the non fans will recognize this. For this reason, Zhan Xin has made Karl Lagerfeld on the cover of the 9 issue of the ELLE mainland China Edition, and other exposed media include "a href=" http://www.91se91.com/news/index_f.asp "," bazaar "," Yueji "and" fashion gentleman ".

"because Karl Lagerfeld is very popular, we send out some words, dolls, or a restaurant that he likes."

In the propaganda strategy of China, Zhan Xin and his colleagues also used this idol route.

In the overall advertising budget allocation, the Internet accounted for 30% of all advertising, while the proportion of plane and outdoor accounted for 40% and 30% respectively.

this is probably the most effective way to popularize this brand.

Karl Lagerfeld has limited investment in the same name brand. He himself has never painted blueprints for the same brand, but the clerk of Karl Lagerfeld will emphasize to you: Karl personally manages and guides all product lines, and the brand advertising tablets are also made by him.

"P" is probably one of the world's most famous fashion designers, Karl Lagerfeld was born in Hamburg, Germany in 1938.

A luxury industry insider, who doesn't want to be named, said that Karl Lagerfeld might be more willing to devote more energy to developing Chanel, and his lifelong success has been sustained.

Besides, as a senior citizen with a wide range of interests, he does not have much energy to share his brand with the same name.

in the second half of 2013, American designers who worked for Louis Vuitton for many years, a href= "http://www.91se91.com/pioneer/" > Marc Jacobs < /a > left their own brands, and the industry also speculated whether Karl Lagerfeld would leave.

But even before the departure of Marc Jacobs, the operation of two designer brands could not be mentioned in the same breath.

There are both pros and cons in the entry of Karl Lagerfeld into China.

For the luxury market as a whole, this is the lowest level in the past 5 years - Bain Consulting's latest report shows that the composite growth rate from 2012 to 2013 is only 2%, but Chinese luxury consumers are becoming a new star in the world.

Compared with other markets, the change of Chinese consumers is known as fast, many of which have changed from "flaunt" to "cognitive".

this makes more designer brands feel that they have the chance to win.

Before Karl Lagerfeld, the 3.1 Philip Lim, a href= http://www.91se91.com/pioneer/, Alexander Wang, /a, or rag and other niche brands were much more exposed in fashion magazines and other media channels.

The design language of these brands is younger and clearer. In simple terms, they seem to be suitable for everyone.

compared with the past sluggish, Karl Lagerfeld is now ambitious.

So far, Karl Lagerfeld has 11 stores in Europe and Asia. According to the company's CEO Pier Paolo Righi program, Karl Lagerfeld has confirmed that perfume will be launched in 2014, and jewelry will also be added.

Next, Karl Lagerfeld will open some shoe accessories stores in the mainland, and Hongkong will also open a new retail store.

In the next 3 to 4 years, including the Middle East and Russia, Karl Lagerfeld stores will increase to 100 worldwide, including direct stores, a href= "http://sjfzxm.com/news/index_c.asp", agent shops "/a" and cooperative shops.

Like P and Karl, the pronunciation of these two words is not so easy, but the management of Karl Lagerfeld requires every salesperson to read the two English words when they mention the brand names to customers.

the last thing to say is that the more accurate pronunciation of this brand should be "Carle Lagrange", but many people will bring the end sound "de".

they hope that more people can not read the end sound.