Why Luxury Brands Deserve To Be Spoiled By &Nbsp? Scarce Is An Important Factor.

The Japanese who love the best and know the top brands think that the famous brand is the gold sacred clothing worn by modern people.

Yamamoto Teruji, a famous Japanese fashion designer, said YojiYamamato: "brand names are armor, protect you from outside harm."

In fact, the psychological value of a mature brand that has been working hard for many years is far more than its material value. Therefore, appreciation of famous brands can not start with intuitive feelings such as impressions and tactility. Only when you understand the story behind the brand and the stories of people who are happy with Jin and Jin, will you really realize the taste of commodities.

Give Way

Behind every mature brand, there must be a brand image that can not be duplicated or replaced.

People choose their social circles and public impressions in the process of choosing brands.

You don't even have to speak. Everything is already expressed.

The middle class in the United States has a so-called standard image. Successful men wear RalphLauren, their wives wear Dior, and lovers wear Versace. This is their unique temperament, and not random, but after years of careful building and guidance, the brand has finally come into being.

Take Dior as an example, when JohnGalliano takes over the brand, the image of Dior in French women is already a bit old. John takes the role of NicoleKidman in the great masterpiece Kubrick's "eye opening" as a prototype, redefines Dior women, and through a series of taboo, bold and even erotic advertisements, successfully reverses stereotype of Dior, and makes Dior brand closely linked to the characteristic of "all kinds of Customs".

Versace has been playing sexy cards since its establishment. In Beijing, female workers at the senior night show bought their family's snakeskin skirts for a short time.

Sometimes it is hard for us to imagine how much manpower and resources the brand has invested in building and maintaining its image.

Burberry used to have a hot checker cap, but because of the favor of the British bullheaded party, Burberry, who thought it damaged the positive image of the company, immediately stopped the production of the hat.

Chanel had a famous lawsuit with perfume company angel, because the latter mimicked the most classic perfume No. 5: Although the two products were different in composition, but because of misleading consumers, affecting the image of the 5 perfume for decades, the court finally ruled Angel company.

To make the goods produced represent a certain group of people. This is the only way to brand success, and also the core component of its value.

In the past two years, LouisVuitton has spared no effort to popularize its "core value" advertising, not selling goods, only emphasizing the idea, so that the brand can better represent its consumer groups.

Of course, this is just one way. BV, which is famous for its low profile, is totally different from it. It has made the indelible mark of another consumer group without logo.

Rare and hidden social pass

Top watch manufacturers in the world

More than that.

More often than not, top brands are social passes that lead to secret circles.

Celebrities and celebrities played a part in this? For example, Marilyn? 6? 1 Monroe said that she didn't wear anything except "a little Chanel5 perfume" when she slept. Audrey, 6, 1 Hepburn wore Chanel classic black dresses and Tiffany jewellery in the movie, and Givenchy, the first husband Jay QUIN, 6? 1 Kennedy frequently wore (now it's Mrs. Obama and JasonWu).

On the other hand, the force comes from the commodity itself: high.

Scarcity is still an indispensable element.

Scarcity leads people to yearn for illusion, to create desire.

TomFord, the American designer, was the first thing he did when the old luxury brand Gucci was in danger.

It is to recover more than 2000 trademark rights that the company sold before, because he himself knows no more, no one will worship the cheap goods on the streets, and Gucci must be more reserved if he wants to return to the ranks of luxury goods.

It is hard to imagine that a normal company in any industry will do so if we reduce production and raise the selling price and turn out a large number of demand consumers. However, for fashion and luxury goods industry, only in this way can they taste more flavors of their products.