Old Luxury &Nbsp; Running The Young Route

Especially in Gorgeous In the spring and summer time, the monotonous and steady colors and the lack of vitality make the young people far away from each other.

But nothing ever happens. True people can always find the most suitable one from all kinds of complicated products. You will find that with proper collocation, big cards can also wear various interesting styles. This issue, "Ta weekly" and the new world department store China World Trade Center shop, invited two female tide male, deduce a luxury luxury youth.

When luxury is young

The recession is no doubt a blow to luxury goods. However, it has been discovered that when the mature customers are trying hard to control the desire to buy, the young people of the new force stand out. Look at the "little devil" in Harry Porter. Hermione waved the magic wand and became the spokesperson of Burberry. There were Gucci, Fendi, Celine, Valentino constantly appearing in high school students in the gossip girl. So don't be stubborn to think that big cards belong to people over the age of 35. The luxury world, which has always been elegant and mature, has changed quietly. In this Web2.0 era, big names are trying to make themselves younger.
Younger means more consumption

"A new fashion trend has arrived. It is younger and richer. Temptation Force. " Lacoste's little family has predicted that the classic old faithful fans are just as old as brands. This determines that old brands need to gather a group of warmer young people to catch up with themselves.

Look at the international fashion week in recent years. From the spring and summer series to the early spring series and the holiday series, the big names show a trend of collective youth. Wearing a younger woman is the eternal pursuit of women. Just like the sex and the city, the audience knows the four mature age well, but sincerely allows them to play the role.

Everyone loves young people. Who doesn't want to be young? Many famous brands, known as "cool", have begun to "drop their positions" and enter the ranks of young people with a brand new look. LV and Chanel skillfully took the cute and witty elements, and Versace and Valentino were brightly colored. The younger trend seems to be the environment of the fashion industry, but the more important point is that impulsive consumption of young people has armed their wallets to the forefront of the brand.

"Brand younger is not only a trend in the future, but also a natural trend." YSL creative director Stefano Pilati thinks fashion boutique has become the best choice for many young people to dress up without losing their personal taste. Because nowadays young people immerse themselves in all kinds of fashion information every day, and absorb a lot like sponge will naturally become the protagonist of fashion. They also regard consumption luxury as a necessary enjoyment.

　　 create On the face of the new era of the story, it seems that it is not difficult for powerful luxury brands to occupy the young market. But in the field, manufacturers find that those teenagers who are particular about personality and unreasonable cards appear not to be so easy to "fix". At least, luxury brands who are accustomed to pleasing mature families must adjust their attitude and posture when catering to the tastes of young people. If you do not understand Lady Gaga, if you are not familiar with Twitter or Facebook, if you do not try to understand the concept of ecology, then even if you are a big player, the next generation of consumers will not buy your account.

Every real luxury brand has experienced time precipitation and trained a loyal followers. Behind it, there will always be a brand story, fascinating or fascinating. But the appeal of these stories seems to be much worse than before. The tale of a commonplace is too far away for young people. As a result, luxury brands learned to create new stories to guide young people to understand brand value. Gucci creative director said: "I think creating stories is very important, because we provide more than just products, we introduce the history and culture of the brand on the website, so that consumers can realize the added value behind the brand. We show the scenes behind the scenes to consumers, so that they can become interested in brands. "

LV shows the ability to create stories. After 6 years of cooperation with the famous Japanese designer Murakami Takashi, the two joined hands to create a cartoon called "first love". They invented a little girl Aya. At the age of 14, she came across France and France in nineteenth Century. She met Louis Vuitton family's third generation Gaston Louis Vuitton, who was trying to build a suitcase. She liked each other for the first time and enjoyed the taste of love for the first time. This animated film has achieved unprecedented results, but in a few minutes, it has succeeded in catching the hearts of young people and becoming a new path for contemporary luxury brands to promote their brand meaning.

When luxury meets Web 2

What is Web 2? Let's look at the teen age school girls in gossip girl. They know each other's gossip through the Internet, get the latest news through the Internet, and form their own unique circle through the Internet. These young people are the new objects of luxury marketing.
To this end, the big players have to learn to use the sharing and interaction functions of the Internet, and have entered the new era of Web 2. Christian Dior took the lead in launching its own online propaganda strategy. It invited Oscar Claudia Marion Claudia to shoot a series of handbag videos and put them on his website LadyDior.com, becoming a hot topic on Twitter. More brands began to flexibly use Twitter, Facebook and other social networks, choose to cooperate with fashion bloggers, and develop their own iPhone (mobile Internet) App. Because they know that Tavi Gevinson, the 14 year old girl with 4 million hits, and more fashion bloggers like Tavi are becoming the "opinion leaders" of young consumers.

In the era of rapid change, young people who are changing rapidly, and the lavish attitude of the luxury brands that have experienced time baptism, are putting on a youth show.