Luxury Goods Industry In France Has Become The World Benchmark

France

The prestigious market consultancy company, in April, released the world's ten most valuable luxury brands (Louis Vuitton, Hermes, Gucci, Chanel, Hennessy, Rolex, MOET & CHANDON, Cartire, Fendi, Tiffany).

Tradition and tradition handed down from generation to generation.

Brand: reputation and quality.

Not long ago, Denis Morrissey, executive director of the international luxury management project of the French higher business college, told the economic reference daily that the French luxury industry originated from traditional crafts. Today the history of famous brands can be traced back to 18, 19 or early twentieth Century.

Whether in the manual workshop or in the brand era, the survival rule of the industry is always quality and technology, whether it is the luxury industry or other industries.

He said that before the brand was created, both Chanel and Dior all rely on quality control in the manual workshop to ensure the reputation of the whole industry.

Once the brand is established, even if the designer dies or leaves, the brand will not be dim.

For example, after KENZO designers left the design team of Kenzo, the brand remained enduring.

Story: endow the brand legend

"The luxury brand era was created by Christine Dio," said Marie Frank Bo, author of Dior, "without (Kristen) Dior, there is no luxury brand today."

Christine Dio himself is a legend.

After World War II, he returned to France from the United States.

Although he has neither experience nor read books, he is acutely aware of people's desire for a better life and luxuries. He also sees the future of this industry.

At that time, luxury goods had not yet formed industrial production, but only by manual workshops.

He took the lead in establishing the concept of "brand" through the registered trademark, thus leading the French high fashion industry from the family workshop to the modern enterprise operation.

Dior's franchising business operation mode has opened up the fashion industry in the world.

Dior understands the importance of brand identity (logo) and resolutely pforms the logo from "Christian Dior" to "Dior" and later "CD", and achieves another success in brand marketing.

French luxury is a story, a true story.

Without this story, there will be no soul. The brand is nothing.

Ernest Hermes, founder of Hermes, opened a harness shop in 1837.

He and his descendants have continuously improved their products and won many international honors.

He also used traditional saddle stitching technology in other products, including handbags and leather bags. Now he produces many kinds of products, such as scarves, accessories, leather goods, perfume and so on.

But it never forgets the history, and constantly repeats history and brand stories by designing the theme of horses.

Classics: traditional technology and modern operation

"Innovation is the DNA of the luxury industry," Pocna pointed out. "Every progress in this industry is inseparable from innovation."

For example, she said, in the advanced clothing industry, Christine Dio, Giorgio Armani, Eve Saint Laurent and other designers are all innovators.

It is their innovative ideas that make the high fashion industry continue to innovate and create classics.

Dior himself once said, "we are not tailors. We are the makers of ideas."

For a long time, the innovation of garment industry is closely related to the trend of the times and the fashion of the masses.

In 1960s, British and American school spirit began to influence French fashion designers.

A large number of designers break through the traditional design.

For example, Pierre Cardin drew inspiration from China and organized a fashion show for the first time at the University of Paris. The students wore clothes designed by him according to the Chinese tunic suit (Pohina interpreted as "Mao collar clothing").

Therefore, every fashion has its brand of history.

In addition, marketing methods are constantly innovating.

Pocna said fashion queen Keke Chanel herself was also the designer of business models.

Her shop did not simply sell clothes, she even acted as fashion consultant.

Louis Weedon even shops as designed as museums. The purpose is to attract customers.

Chanel group also invested in the film industry, making a great success in filming the founder Keke Chanel's biography film, and Chanel's brand image is more popular among the people.

The luxury industry is closely following the pace of the information age. From the shops, magazines to television and the Internet, all kinds of new experience activities become the means of luxury marketing public relations.

Financing: adapting to globalization

In the eight and 90s of last century, luxury enterprises began to collectivize and capitalized operations in accordance with the tide of globalization. They issued shares, financing in the financial market, and then developed brands.

In 1987, Louis Weedon merged with MOET & CHANDON Hennessy to form the LVMH group, then began to collectivize operation, and through overseas listing and financing, bought the well-known brands in large scale, retained the independent operation rights and shared the group retail channels for all the brands permitted inside.

Founded in 1975, the company is expanding and expanding through capital operation.

Almost every two years, the company will have large-scale expansion to acquire new brands.

Buying high-end brands such as Chivas, Martell, Absolut Vodka and so on has made the group an industry tycoon.

"This mode of expanding the scale of enterprises through acquisitions is supported by capital and decision-making power," Natalie de Roschouva, head of public relations at the company of Paul lliga told reporters. "The acquisition cost of Chivas and Absolut Vodka brands is sky high for many people, but the acquisition of these brands will bring great impetus to the development of enterprises."

Talents: brand management is very important

Morrissey emphasized that talents are very important in the management of luxury brands.

Brand is inherited by people.

From designers to workers, from management to sales, every aspect of luxury brands needs talents with fashion sensitivity and understanding of luxury culture.

And, "luxury PR is very important.

This is a profession that is closely related to creators, customers and journalists.

Therefore, PR manager is an image ambassador who is responsible for promoting brands overseas. They need to have a comprehensive understanding of the industry. "

"Human factors are the most important.

First of all, people are connected with the history of luxury goods. All luxuries come from the hands of people, and they come from handicraft shops.

Today, the most important factor affecting the development of the luxury industry is the shortage of qualified personnel, and the shortage of talents suitable for the management of the luxury goods industry.

Inheritance: the hope of Chinese luxury brands

After the financial crisis, the luxury industry will usher in a revival of the market.

The results of many luxury goods groups show that emerging economies are becoming an important consumer market for global luxury goods.

Roche CHOUA believes that China's market potential is huge and plays an important role in the development strategy of the company.

When it comes to China's luxury brands, Pocna, author of Dior biography, told reporters that China's industrial manufacturing capability is excellent, but its creativity is slightly inadequate.

She pointed out that China has excellent design traditions and profound cultural details, but Chinese designers often ignore the charm of Chinese traditional culture. All brands wishing to have a foothold in the world need a traditional cultural foundation.

Pocna believes that the vast market in China has provided a stage for the creation of brands. There are many design talents in China's major art institutes. Some designers from China have made their mark in the international garment industry and will make a difference.

She predicted that the first real luxury brand in China could be in the footwear industry.

As for Chinese consumers' blind pursuit of luxury goods, Roche sweet thinks that this is a necessary process of market opening, and the new rich will inevitably use luxury goods to show off the new way of life.

Pocna said, "unfortunately, there is too much money in the luxury industry today.

When people talk about Armani or Valentino, they say they are billionaires, but they forget that they are designers.