The Faithful Of Luxury Goods

There are such a group of people who spend all day in large storeroom, sorting out data or using advanced 3D scanning equipment to get the data of those valuable products.

However, smart managers often turn ordinary documents and obscure things into a lifelike, profitable public story in the basement.

Annamarie Sandecki is a person with such ability.

Ms. Sandecki, the Archivist of New York Tiffany company, can point out a loan to the local government.

For most loyal customers of Tiffany, they all know that the history of Tiffany was founded in 1837, or for those who are not interested in buying anything, but only interested in small objects like Keychains, the story of Ms. Sandecki plays a role in promoting the brand new product line.

The archivists can not only capture the main market information in the potential channel of the big sales environment, but also continue the brand myth, just like a lot of biographical films and documentaries from Coco Chanel to Valentino Garavani in the movie production.

In 2009, Anne Fontaine's movie "fashion pioneer."

Now, as Marie-Louise de Clermont-Tonnerre, general manager of external relations at Chanel, the archivists are not only able to accurately say miss Chanel is accustomed to sitting on the fifth steps from the top to watch her dress show, but every dress from the 1916 show to the show is indeed selected by our archivists to form a real Chanel series.

The preservation of those archives can not only increase the value of luxury brands, but also evoke the brand spirit and reputation that gradually fade away over time.

In 2000, Kim Winser became the executive officer of Pringle of Scotland (Scotland Pringle brand). One of the first things she did after she took office was to hire a freelance archivist to compile the company's history for nearly 2 centuries.

Winser often used it in the six years of serving Pringle brand.

Pringle also uses these brand stories to stimulate new advertising ideas and retail concepts, and further defines the development of products, helping the traditional knitting company become a Brand Company with a complete and luxurious lineage.

Since 2008, under the management of Pringle executive Mary-Adair Macaire, a project joined by the students of fashion history of the Central Saint Martins College of Art and Design in Saint Martin has injected new vitality into this brand's archive work.

The students compiled new catalogues for the company's archives department.

(in August last year, Macaire began to promote the consolidation of archives. No matter it was rechoreography or redesign, it was seeking new discoveries for future product lines.

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Like Pringle, Gucci's archival work came to mind only after 90 years of turbulent history.

In 1990s, when PPR and Tom Ford joined Gucci, Gucci gradually began to form its archives.

At the beginning of this year, the innovative cooperation between Gucci and Christie auction house announced that it would focus on increasing the input of Gucci archives arrangement.

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The website designed for Gucci on the christies.com website allows private collectors to upload photos of Gucci collections and submit assessment applications.

Gucci archives staff and Christie experts together authenticated authenticity, and even asked owners to sell these items to Gucci through Christie auction houses.

Patrizio di Marco, executive director of Gucci, called the website the "most trusted place for Gucci collection".

Although this project claims to fill some historical records before opening the Gucci Museum in Florence next year, Gucci finally realizes that the brand that returns to the design room will benefit a lot.

Frida Giannini, who has been the creative director of Gucci for more than five years, shows her love and appreciation of classics as "best selling new classics", just like the style of her New Bamboo and New Jackie.

Although Frida Giannini's own talent is unquestionable, some applause still needs to be experienced, resourceful and obscurant archivists, who have made the brand spirit of these years continue to promote and inherit.

It is very fortunate for Ms. Giannini. Since January this year, more than 600 pieces of Gucci collection have been submitted to the archives department for research.

It is also very fortunate for Gucci, because the richer the archive is, the greater their potential profits will be.