How To Form The Brand Tone Of The Top International Brands

< p > < strong > 1, < a href= > //www.sjfzxm.com/news/index_c.asp > luxury goods < /a > previous life this < /strong > /p >

< p > in every era, luxury represents different meanings and owners.

For example, before eighteenth Century, luxury was more linked to men. In eighteenth Century, luxury gradually extended to women.

For example, in the middle ages, fur and jewellery were used by royalty and a small number of wealthy merchants.

And for the first time when orange appears in England, it is a luxury item, which is only distributed on Christmas day and will be kept until April.

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< p > from eighteenth Century to nineteenth Century, especially after the steam revolution, the development of handicraft industry was faster and faster.

New materials and new practices have emerged, such as materials, handwork, and so on.

At that time, handicraft products also stayed on ornaments, such as hairpins, necklaces and so on.

Durable and beautiful for the general public.

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During the period of World War II, the economy was damaged, the development of handicraft industry slowed down or even stagnated. Many a href= "//www.sjfzxm.com/news/index_c.asp" > handicraft workshop < /a > went bankrupt. P

After that, the handicraft industry remained untenable. Some people asked for it, but they could not climb the elegant hall.

At that time, the clothes used by celebrities and celebrities were expensive, but there was no concept of luxury.

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< p > Hermes was first established in 1837, supplying harnesses.

The LV store was founded in 1854, supplying luggage and bags.

This is the later story.

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< p > the situation lasted until 80s twentieth Century, when the emerging a href= "//www.sjfzxm.com/news/index_c.asp" > purchasing power < /a > increased, disposable income grew, women's purchasing power increased, and refined tastes increased.

Businesses began to supply high priced, durable jewelry, bags, clothes, etc. for sale and purchase.

The term "luxury" has just started on the stage of history.

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Less than P, the family that formerly provided the aristocracy with high quality fashion clothes, has always maintained a small scale in order to ensure the advanced manual Seiko work.

After the industrial revolution, fashion business gradually flourished, and the sensitive capitalists discovered the opportunity of profiteering. They occupied these family brands through commercial wars, pformed them into large-scale production, and made use of modern commercial marketing to sell the industrial products that were rough (compared with the previous manual quality) to the middle class and the nouveau riche at the price of handmade goods, thus giving birth to a new term: luxury.

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< p > the earliest luxury goods were fashion products at that time.

At that time, some of the handicraft shops were purchased by investors as a special workshop of the brand because of their good quality and beautiful appearance.

Once they have launched the classic style that has lasted for a long time and become a brand signature style, they will gradually upgrade from fashion to luxury.

When the product achieves stability and "eternal" value, it is eligible to become a luxury brand.

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< p > < strong > two, how to understand "luxury" < /strong > /p >

< p > human society has developed to the present, and there are various definitions for luxury goods. Personally, it is quite easy to understand from the perspective of the characteristics of luxury products.

The following is a definition that I think is more comprehensive.

If these six points concurrently meet a high degree, that is luxury in luxury goods.

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< p > 1. Symbolism has symbolic meaning < /p >.

< p > 2. Extraordinariness, especially those that you did not discover at first glance, and second eyes wow /p

< p > 3. Price high price < /p >

< p > 4. Quality good quality < /p >

< p > 5. Aesthetics conforms to aesthetics < /p >

< p > 6. Rarity is rare, < /p >.

< p > luxury brand formation needs not much or much: first, the outstanding product technology, giving the product of spiritual significance, then the accumulation of time, and the stage of giving meaning and soul to luxury goods.

The birth of luxury brands is far from enough. The most important element is time, for a long time.

Forming a barrier with high value or price, through this barrier brings some imaginary privileges.

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< p > luxury "expensive", some rely on old brands to inherit a century, such as LV; some rely on customization, I help you make a suit that is suitable for you only, such as Christian Lacroix/Chanel/Valentino and so on; some rely on high quality production, such as Hermes; some rely on information asymmetry, such as Coach in China (ha ha, you know:).

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Less than P, the word "scarce" is still used to define many words of luxury.

Although you may say that so many people can buy luxury goods now, this is true, but this is also the reason why luxury goods have been rising, and many luxury brands only have websites in recent years to have online shopping services.

Because if more and more people can have it, is that luxury? "/p".

< p > < strong > three, introducing three top luxury group in the world (according to sales performance ranking) < /strong > /p >

< p > First: LVMH (Louis Vuitton Moet Hennessy) group /p >

< p > 1987, Louis Vuitton and the Moet champagne company founded in 1743, and the Hennessy brand, which was born in 1765, form the LVMH group.

Two years later, the French family of Areno (Arnault) began to dominate the world's largest luxury group.

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< p > look at the brands of LVMH group: < /p >

< p > LouisVuitton, Loewe, C e line, Berluti, KENZO, KENZO, Givenchy, Givenchy, MarcJacobs, Fendi Fendi, Thomas Pink,

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< p > Second: Richemont AG < /p >

< p > Cartier Cartire, Mont Blanc MontBlanc, Alfred Dunhill Dunhill, Shanghai Tang Shanghai, Van Cleef & Arpels Van Cleef & Arpels, Arpels LAN Zi, and so on.

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< p > Third: PPR (Pinault Printemps-Redoute) group, Paris spring department store, France, < /p >

< p > its brand: Gucci Gu Chi, Yves Saint Laurent St. Laurent, Bottega Veneta treasure Tejia, Boucheron Boucheron, Sergio Rossi Chai Qiao Luo Xi, Alexander Rossi Alexander McQueen, and so on.

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