The Historical Heritage Of Luxury Brand CEO

Now, it is fashionable to talk about the heritage of culture and history. It will be mentioned in urban pformation and will be mentioned in education.

Of course, in the process of brand building, the concept of cultural heritage will be mentioned. Especially in luxury brands, the historical heritage is mentioned more frequently.

The hot topic is that in the face of fierce global competition, the brand must choose the way to go.

What is the historical and cultural legacy of a brand? Is it merely a hug to the ancestral legacy, or a heavy burden in the development process? Or is it creating the unique value of the boutique? These are the problems that luxury operators are concerned about. They often want to balance the past and the present, so that the brand can have a better future.

What is the precise meaning of "cultural heritage"? Perhaps it is better to relate to "luxury".

Perhaps KarlLagerfeld's interpretation of the history of a modern brand is more close to the facts. He used the words of German writer and poet Gerd: from the past to seek inspiration and develop, it will make the future better, so as to describe the continuous updates made by CHANEL.

Marzotto, the chief executive of VIONNET brand, agrees. He told designer RudyPaglialunga to respect the uniqueness of the brand while designing it, but to reinterpret it.

Instead of always thinking about what to start with and inventing something new, designers should understand brand history and try to create a new idea.

For PRINGLEofSCOTLAND CEO Mary-AdairMacaire, the history of a brand includes both products and concepts.

"Cultural heritage is the ancient artifacts and intangible qualities of tangible existence, and a link to the brand's past," Ms. Macaire said. "I believe it can be decomposed into some coding applications to create a common line connecting the present and the future with the past."

GUCCI will celebrate its 90 birthday next year. It will set up a museum in Florence.

The brand inherited an excellent attitude from the founder GuccioGucci, that is, the tradition of any brand must be linked to the present.

The creation of the GUCCI museum is to commemorate the legendary and historical heritage of the brand. GUCCI has a very rich accumulation of classics, and none of them has ever been shown to the public before.

The brand expects to collect valuable collections from the latest GUCCI collectors service to the museum, providing vivid and innovative experience for all visitors, so that they can appreciate the history of GUCCI and understand the brilliant success of GUCCI.

"When we do some reasonable and deep traditional digging, it emphasizes not only a nostalgia, but also a bittersweet desire for the past," said PatriziodiMarco, GUCCI's current chief executive.

"Trustworthy heritage is something that can be seen, touched and perceived, and it exists in every product," PatriziodiMarco added. "Building a museum is not simply storing some files, or having a wonderful Museum. Cultural heritage is built on real traditions and values. It is built on experience, enthusiasm and technical secrets handed down by generations."

The tradition of brand lies in the whole process of product production.

At present, luxury goods companies face a complex situation: countless products have different prices, attract different consumers, and they are divided into different countries and consumers of different ages.

But does anyone really know the taste of post-80s, post-90s, or younger consumers? These new generations, whether in the US, Europe or other emerging markets, know little about history or do not care about history at all.

But Mr. Norsa, chief executive of SALVATOREFERRAGAMO, did not think so. He noticed that the traditional culture of FERRAGAMO affected the image of the brand. Whether Hollywood customers or Asian customers, they understood the history of the brand -- the American dream of a modest Italy boy.

The brand of high quality leather goods is the choice of Hollywood customers. Chinese actor Fan Bingbing is also a loyal customer.

"Tradition is not an easy problem to explain, and it has different meanings for every brand," Norsa said.

He said that Italy brand has "Italy made" DNA, representing a unique way of life and quality.

Brand has its own commercial value. This value includes the present and the future, and also includes the past. The history and culture of a brand is a basic element for the formulation and promotion of a company's strategy.

In addition to history, handicraft production is also a necessary traditional element. Saville street, London, England is the proof.

This is a small street with a history of more than 200 years. Since the early nineteenth Century, it has gradually gathered and trained some of the world's top tailors. Now it has become a holy land for tailored men's wear.

Saville street is not only a street, but a region. It is the representative of the most advanced tailors.

HerryPoole, Gieves&Hawkes, Anderson&Sheppard and Huntsman are all famous shops in this street.

The clipping masters of Saville Street are more and more keen on the details of the garment making. Apart from the general rules of clothing, they have formulated 21 unique technical indicators of Saville street, which are increasingly favored by people and enjoy high honor in the global clothing industry.

Because the price of a suit suits is basically 2000 to 3000 pounds, so the clothes here are usually only star politicians.

DiegoDellaValle, chief executive of TODS, said: "a high quality brand exists in the whole process of product production, including craftsman's skill and knowledge. This skill and knowledge are usually passed from father to son and grandson to grandson. It is the crystallization of wisdom from generation to generation. Some middle brands tend to publicize their popularity rather than the quality of their brands. In fact, maintaining high quality and high standards is very important. Only in this way can we maintain the brand's taste and the difference from other brands."