French Luxury Brands Build Middle East Eden

Recently, the world's largest shopping center and entertainment destination. Dubai Mall (Dubai Mall) Inside, a set of scenery. Design The road, like a magnificent ode, will pass through the public area; the unique street lights, silhouettes, stone arches, and other typical elements of "the city of light" will arouse people's memory of Paris.

　　
The Dubai Mall, which has only two years' opening and covers an area of 1 million 100 thousand square meters, has 1200 shops, attracting nearly 5 million visitors every month. From October 29, 2010 to November 7th, French boutique industry federation (Comit e Colbert) Festival Colert, a joint luxury product company jointly owned by 29 members, is displayed here. From the French luxury and unique life art aspects, including clothing and Fashion, jewelry, silverware, crystal, interior decoration, perfume, painted pottery, porcelain and leather products. Or food and gourmet together to show French customs. French luxury industry Federation Chairman and CEO Elisabeth Ponsolle des Portes said, "French luxury is an integral part of French culture, because it combines traditional and modern inspiration, technical know-how and creativity, history and innovation."

　　
Director of economic affairs of the Embassy of France in the Middle East Pierre Mourlevat In the interview, "the Middle East is undoubtedly a huge attraction for luxury brands in France. From now until 2020, the region's economic prospects are very promising, especially those with large financial reserves on the Gulf Coast.

　　
At the same time, in Lebanon, a book called The Words at the Heart of Luxury (the heart of luxury) is published soon. The French Federation of fine arts has therefore sought help from linguists and poets in the Middle East, asking them to determine which words and concepts in Arabic best describe the essence of "luxury" and its specific characteristics and common values.

　　
Big and small brands go hand in hand to seek growth.

　　
Founded in 1954, the French boutique industry federation has 75 members, with a total sales volume of 22 billion 400 million euros and a staff of 115000 in France. These member companies account for 1/4 of the world's luxury goods sales, and export market sales account for 82% of their total sales.

　　
The average sales volume in the Middle East is 8%. Food, perfume, jewelry and interior decorations The main market. The 90% member companies of the Federation of French boutique industries have been doing business in the Middle East, some of which have started since 1950s. Today, French luxury goods There are more than 2500 outlets in various countries in the region.

　　
35 franchised stores were opened from 2009 to 2010. Saudi Arabia, Arabia, United Arab Emirates, Qatar and Lebanon 。 The snowball effect of the proliferation of projects has made the prospects for French luxury goods increasingly clear. Looking ahead, the market will be a key part of the relay race for the luxury industry, especially in the following cities: Abu Dhabi, Beirut, Jeddah, Doha, Dubai, Kuwait, Riyadh 。 In the 2005-2007 years, the Middle East accounted for 65% of the growth rate, according to a report by members of the French Federation of boutique industries. In the 2007-2009 years, despite the international financial crisis, the region has a growth rate of 50%.

　　
For luxury goods in France, Dubai It is also the most potential city in the Gulf region. Its good market performance is the best sign of overall success in the Gulf region. If a new product or new concept is not accepted in Dubai, there is little chance of success elsewhere. Therefore, Dubai has an important strategic significance for luxury brands.

　　
The French luxury brand in Dubai Mall has a special window display to match the boutique festival of the French boutique industry association. "Concerted efforts" is one of the core values of the French boutique industry federation. Some of its luxury companies, which are already doing business in the Middle East, invite smaller companies to conduct "friendship show" in their stores. Herm e s invited the Royal jewellery brand Mellerio dits Meller, Chanel invited Pierre Herm Paris, which specializes in making sweets, and Louis Vuitton invited senior textiles and interior decorations.

　　
"The original industry is rooted in the traditional technology that has been inherited so far. It is an indispensable part of French culture. The French Federation of boutique industries has provided a forum for cultural reflection, encouraging member companies to develop together and to focus on their own growth. Elisabeth Ponsolle des Portes said, "France's luxury brands enjoy the occasion of displaying together, even if some of them are competitive, because they show a complete French art of life, which makes them stronger. They are willing to take part in strong brands or independent brands."

　　
It is learnt that, unlike other confederations in the world, Federation of French boutique industries Members from all France Luxury goods The 75 luxury companies and 11 collaborative members in the field are famous French cultural institutions. All members work together to promote the influence of luxury culture and life art in France. The most important mission of the French Federation of fine arts industry is to promote the development of the original industry.

　　
Unscramble the unique consumption culture of Arabia world

　　
The close and ancient relationship between the Middle East and the west is now talking about perfume. What you think of is "France". In fact, perfume is the invention of the Arabs. "The Arabia world has a cultural resonance with luxury goods in France. It contains common values, such as taste and hospitality. The tradition of gift giving symbolizes generosity, and perfume is a sign of politeness."

　　
According to Herm year s and other French luxury brands in the Middle East, one of the most important agents Wissam Al Mana years of business experience, "luxury goods enthusiasts in the Middle East are in the forefront of the world. While preserving their traditions and roots in Arabia, they are very curious about western customs and fashions. Under the black robe of women's shop in Arabia, "bags and shoes are the best, because they are the only accessories they can wear to show their personalities outside the black robe." Wissam Al Mana from Qatar said.

　　
Louis Vuitton Damien Vernet, general manager of the Middle East and India region, told reporters at the dinner that "although the consumption quality of the Middle East in the 1960s has been showing signs of ostentatious and ostentatious, there are still some changes in consumption today. Nowadays, luxury buyers have taste and familiarity with products, which makes them prefer brands with quality and connotations. Here, luxury is more about personal enjoyment than social status. "

　　
For example, the Pierre Frey displayed in the Louis Vuitton store was founded in 1935, and was released and manufactured with authentic French traditional fabrics, decorative fabrics and wallpaper. Absorbing the civilization of Greece, Rome, Byzantium and Turkey, the noble and luxurious and elegant materials are combined with deep and bright colors, which is a typical French style. Patrick Prey, as the third generation of the family's descendants, is now working with his wife, Lorraine Frey, and his son to take care of family businesses. The featured fabrics of the 2011 series include satin, velvet, plain cloth, semi plain fabric, colorful flower brocade, embroidered fabric and so on.

　　
Shopping comes from high purchasing power, and shopping is one of the most popular ways of leisure in the Middle East. But luxury consumption is different in the Middle East. In Beirut, retail stores continue to dominate the market, while shoppers in the Gulf countries prefer the shopping centres for home shopping. Shopping center has become the place of social life and the gathering place for young people.

　　
Although the financial crisis has devastated Dubai, it is still attractive. Dubai is not only a major financial center, but also a unique place in the world for all kinds of leisure activities and shopping. There is almost no VAT, which is why it has become a paradise for international shoppers. "Of the population of Dubai, 80% are foreigners, and the Chinese are the biggest overseas consumption force." Liu Zhao, the honorary representative of the French boutique industry federation, said.