Unique Emotional Experience -- The Secret Of Success In Luxury Brands

Christophe M e lard, President and chief executive officer of Sergio Rossi:

The success of high-end luxury products is not just products, but also the various "connotations" of the brand itself.

Sergio Rossi is the famous international luxury brand GUCCI.

Establishing emotional dependence of consumers

Christophe M lard has always emphasized the unique emotional experience that is the secret of the success of most luxury brands in the world.

Torsten Stocker, partner of strategy consulting firms MLT group, told the first financial daily: "the value of luxury itself is not so different from that of other brands, but the reason why consumers are willing to pay a premium is that these luxury brands make consumers need and rely on them emotionally."

Nigel Hollis, chief global analyst at the world famous market research company, said in the book "global brand": "the status of brand symbolism is much more than the price paid for the brand, which is far more than the quality of the product itself."

Therefore, to succeed in high-end luxury goods, we must identify and enlarge our unique emotional interests.

To provide such emotional benefits so that people believe your brand is different.

Research shows that consumers who have emotional binding with brands are at least 10 times more likely than those who have knowledge of the brand.

At the same time, most of the sales of the brand are contributed by consumers who are emotionally loyal to the brand.

However, luxury brands must identify and lock target consumers who focus on brand emotional appeal and recognize the real differences between brands.

The game of scarcity and "infiltration"

With the demand for luxury brands and the expansion of market capacity in China's two or three tier cities, Christophe M e lard also revealed that this year Sergio Rossi will implement plans to enter Harbin and Shenyang.

At present, Sergio Rossi has opened 8 stores in China.

The survey found that the rise of China's three or four line emerging consumer groups has become one of the main driving factors for the growth of luxury consumption.

For this reason, the sense of smell is sensitive.

Luxury brands have expanded to more markets, which undoubtedly reduced their scarcity characteristics. If consumers can easily buy, they will easily make the brand less high-end.

How do luxury brands balance the relationship between them?

Christophe M e lard explains: "we don't open many stores at once, and when we choose cities and opportunities, we do not choose them at random."

Torsten Stocker also stressed: "the most important thing is not to open too many stores, but also to find the right location.

As long as there are not many shops in the right place, the risk can be controlled. "

In addition, the key to luxury brands is to maintain the "consistency" of the brand: "in the two or three tier cities, luxury brands should create suitable shopping environment, whether there are high-end shopping centers or five star hotels.

Because the positioning of luxury goods is very important, including price, shop decoration and surrounding environment, all factors must be matched with brand positioning to ensure consistency.

Christophe M lard also believes that the success of different luxury brands is that they have always been shaping the brand's reliability: "for decades or even a hundred years, we have been spending a lot of time, energy and material in building the brand."

After decades of development, every Sergio Rossi shoe has to go through 120 complicated processes at least until it can be sold in Sergio Rossi shoebox.

In a survey of brands that have been successful in the globalization stage, they are impressed by stories that they have spanned over decades. The origins of these brands are very original and admirable.