Quest: The Secret Of The Success Of Women'S Luxury Brands

The names of Dior, Chanel, Armani, Prada, bolberry, Calvin, Donna and Karen are the pride of fashion women, not only the pride of their own fashion companies, but also the pride of their countries.

Because when we mention these names, people will naturally think of France, Italy, Britain and the United States.

Conversely, the unique cultural, natural and economic environment in Europe and the United States also determines that there is always a need to produce super large ladies' clothing.

In other words, a specific historical time plus a specific national environment has achieved the overwhelming majority of women's clothing in the world today.

Daly, the greatest surrealist in twentieth Century, once described cocoa Chanel: "her high fashion industry has a biological determinism -- she has the most beautiful body and soul in the world."

This sentence seems to be acceptable if the subject is changed from "Chanel" to "all French".

Indeed, why is it all about fashion, perfume, shoes, bags and everything else?

The French themselves admit that they attach great importance to appearance, and "always like to regard fashion as an eternity and regard trifling as a fundamental".

Perhaps it is because of this innate external form and the extreme importance of details that the French will dress up to turn from a handicraft into an industry, an art, and a culture.

Chanel fashion, founded in 1913, is always elegant, simple and elegant.

The designer is good at breaking through the tradition, and successfully pushes the women's clothing with "big binding" to a simple and comfortable way. Her dress has abandoned the tight waist girdle, the whale bone skirt hoop, advocates the shoulder back type leather bag and the fabric suit.

Her design

At the same time, Chanel also benefited from the trend of feminism rising in the French society at that time. Women desperately wanted to be liberated from all aspects, of which clothing was perhaps the most direct and speedy way of expression.

Chanel designs generous knitwear, simple black dresses, trousers, suits and sandals to cater to the feminist psychological demands.

Chanel knows women best.

By the end of the 1940s, great changes had taken place in the social environment of France.

The country and people coming out of the war need to relax, so the era of sexy and enjoyment is coming.

The change of social atmosphere has brought a new trend in French dress.

In 1947, Kristen and Dior launched the "new look" dress featuring gorgeous, sexy and exaggerated features. The New Look, a record Dior fashion show, has revolutionized women's wear.

The tall chest, the slender waist, the long skirt, and the half eyed hat, all of which broke the conservative lines of the World War II women's clothing, and brought a strong impact to the heavy gray society at that time.

"We have witnessed a fashion revolution and a revolution in a fashion show," the editor in chief of the Vogue magazine said.

The editor in chief of the International Herald Tribune fashion edition even said Dior won the war for France.

Economic strength

The degree of fashion of a country and the dream of "fashion power" have an inevitable connection with its economic development level.

The United States is a typical example.

In the first half of the twentieth Century, the United States did not yet have a clothing brand that was heard in the world.

At that time, "American fashion" was still a vague concept. At that time, fashion people in the world were interested in the French high fashion. At that time, the ladies in the United States did not care about their designs at all. They were more interested in going to Paris to "wash goods" and make them happy and proud.

This seems to make us feel familiar, because the American female consumers at that time is a historical portrayal of the Chinese female consumers.

However, with the end of the Second World War, the United States economy was unprecedentedly prosperous, and entered the golden development stage. The economic strength decided the superstructure, and also decided the international discourse power of a country, which naturally included the cultural values and the fashion outlook.

The United States does not have such a long history and tradition in Europe. Naturally, there is no red tape and rules in the traditional European society. What Americans advocate is comfort, practicality and freedom, which is also expressed in their requirements for clothing.

In particular, American women are more unfettered than traditional women in the continent and their economic independence has gained more confidence for them.

They are bright, frank and straightforward; they are brave, willing to try and willing to take risks; they love sports and outdoor activities.

Under the fast pace of life, they do not have time to change several sets of clothes one day to suit different occasions.

On the contrary, they like the relaxed and enjoyable style of dressing.

This is the first time that the United States has been independent of European taste and has its own clothing culture.

Donna Karen, one of the three top designers in the United States, successfully captured the hearts of American women at that time.

She created a revolutionary "simple seven" concept, that is, a tights, a skirt, a pair of trousers, a cashmere cardigan, a coat, a fur and an evening dress to meet all the dress requirements of a modern girl.

Donna Karen's design is very suitable for career women, because her design is decent and comfortable, and there is no lack of personality in the Convention.

One of the basic elements of her design is tights, which can be used to match skirts and trousers, and can be worn individually when they are cold. When they are cold, they are wearing a jacket. If you want to change the color feeling of the whole set, you can change the color and style of the tights.

In short, convenience and practicality are a major factor in the success of the brand.