Daniel Hechter: Guerrilla Store In Paris, Shanghai

It has been ten years since the brand entered the Chinese market through local partners. This autumn, it wants to make a big show and plan to hold a fashion show in Shanghai. The fashion show will be held in November 6th. In the past two years, brands have been continuously opening new stores in China. So far, there are 350 branches in China, most of which are in store and dozens of specialty stores.

But in France, retail The question is quite different. Daniel Hechter, the only store in Paris on Marbeuf street, had to close this summer. Brand owners spanform it into Lagerfeld menswear. Exclusive shop Because he is also the authorized operator of the latter.

While looking for new store locations for the 2015 spring summer series, the brand hopes to keep in touch with consumers in the original stores. So it plans to open a temporary store at 47 Saint-Roch street from November to January 2nd.

This more than 60 square meter temporary store will be sold. Men's wear The selection of women's clothing and leather goods is mainly aimed at the consumer group in the Paris District, located between the duir garden and the opera house, which is the target consumer of the brand new store. Lo C Lemarchand, the brand's general manager, believes that the region is "less elite, more suitable for brand".

Related links:

Audrey Hepburn has a scene in Tiffany breakfast: Hepburn will come to the Tiffany street in front of Fifth Avenue in New York every morning and eat the bread in her hand. She looks at the noble jewelry in the shop through the window, and imagining that she can enjoy an elegant breakfast in a jewelry store like Tiffany one day. It represents the difference between the luxury itself and the lifestyle that luxury goods convey to people.

The value and meaning of luxury goods symbolize "symbolic consumption", that is, the identification of consumers' status, identity, personality, taste and taste, and the identification of luxury culture, dreams and attitude towards life.

Why do young people worship "luxury goods"? Because China is still in the "developing countries" unique cultural psychology, and the concept of luxury represented by the luxury is still at the stage of enlightenment, this symbolic consumption is more highlighted as "conspicuous consumption". Therefore, conspicuous luxury consumption has become a social symbol of the spanition from the first rich class to the new class.

However, luxury itself advocates a unique culture and represents a specific way of life. When Marilyn Monroe said that she only wore CHANEL No.5 all night, it was hard to say that CHANEL No.5 was just a valuable perfume. When Patek Philippe's extreme watch deliberately dilute the timing function, and emphasizes that Patek Philippe has become an art, its slogan says: "you can't really have a Patek Philippe, you just create your own tradition."

Koolhaas architects, who design flagship stores for Prada, say their design style is "more space than a more noble reason for buying bags". All these, as Prada's third generation head Muse Asia Prada said, "luxury is the most important thing for modern people, not just commodities, but attitude towards life."

Although the price of a big bag can not be compared with that of luxury cars or high-end watches, but whether it is the richness of category brand or sales volume, fashion products are the most important components of luxury goods. Many people buy fashion luxury goods mostly because of the style of their products. Men mostly value the quality of their brands and have high requirements for their workmanship, while most of the female groups value style and style.

In terms of brand selection, the highest voice among male groups includes Ferragamo, Versace, Prada, Hermes, and so on. In the female group, Hermes and CHANEL occupy the two place in the female's favorite brand.

Luxury represents a way of life and attitude towards life. Luxury is not just a matter of spending some goods or enjoying certain services, but pursuing the best things.