Decoding Luxury DNA

To create a brand and inject DNA into it, the brand will have life.

"The founder gave the brand DNA, when the founder of DNA was in this.

Many people of insight have raised the same question. "How many bosses can recognize their products if they remove the labels?" the answer is very few.

We can see that Dior can be passed on for more than 100 years, and Chanel can be passed on for more than 100 years, which is inseparable from the DNA that the first generation of designers gave the brand.

When a brand is created, it will grow itself.

Speaking of Chanel, people will relate to the little black dress. When it comes to Anne Fontaine, they think of designing high-end but not revealing high-end women's white shirts. When it comes to Paul Smith, they immediately think of twenty-four color bars.

In addition, some luxurious DNA should be more hidden, deeper and more dignified.

Mr. Christian Dior was once very fond of a eighteenth Century style rattan chair when he was alive, and used this chair to entertain the distinguished guests in the fashion show in 1947.

Its design originates from the chair back of the neo-Louis16 century chair. It is a traditional professional process of weaving reeds, straw and rattan branches. It is called "cannage" and the Chinese name is "rattan grain".

Since 1991, the brand has launched cannage series including dresses and coats. Now it has the same inspiration in handbags, shoes, jewelry, watches, desktop displays and all kinds of fabrics.

This unique pattern is also used in many leather products.

Today, Phoebe Phil e o, the hottest female designer in fashion industry in Paris, has been recognized as a Chloe designer during her talent.

After taking over in 2001, the Paddington series with strong hard rock style was launched in second years, and was immediately sought after by the market.

This is the "lock bag" that we are familiar with now. It is the founder of the "IT handbag".

Identifying this bag is not difficult, as long as you can identify the large size lock which is slightly exaggerated, not only on the bag, but also on the same series of accessories, such as wallet.

If you pay close attention to the development of fashion industry, you will find that Bottega Veneta is a rare number of luxury brands that never made the brand letter to logo.

Just like its brand concept "When your own initials are enough." (when your name is enough), BV always focuses on the upgrading of its leather products, in order to give a satisfactory answer to customers who really appreciate quality and perfect experience.

The original intrecciato leather weaving technology, which has been created by the brand, has cut the precious leather into silk and interwoven it. It has produced many levels of complex aesthetic feeling. Although many brands have been competing to emulate it, the traditional handicraft tradition originating in Italy can not be easily copied.

Speaking of Marc Jacobs, you will immediately think of those clothes that are bright in color and look sharp at the brand press conference but are not designed to be exaggerated.

He is such a designer, swimming in the creative and commercial practicality, occasionally deviant from the rule of law, also can have the ability to smile, this is probably his masterpiece.

Learn from the blueprint of Chanel classic chain mail handbag, and use the best grunge style to make a fresh start.

Look at what he did: insert a leather belt into the chain, then decorate the package with a geometric metal lock. Finally, the grid pattern becomes compact and fine.

The modern retro handbag, which is so thought-provoking, has become one of the representative works of Marc Jacobs accessories.

The above is only a reading of luxury DNA from the perspective of logo and design.

From the attributes of luxury goods, the audience of luxury goods is a minority group, that is, the wealth elite of the society.

Because of the ostentatious characteristics of luxury goods, it is now common in China.

The luxury consumption industry is actually an elite industry. It represents a high quality lifestyle.

We enjoy luxury goods while pursuing high quality life.

The top consumer goods are often associated with successful brands, excellent quality, excellent design concepts, historical accumulation and cultural heritage, while the high price is the last factor.

That is to say, luxury goods are not necessarily the most expensive, and expensive things are not necessarily luxuries.

In a deeper sense, luxury is actually a way of life.

People pursue three main motives of luxury goods.

First, the value of luxury goods is relatively durable, so it can be used as an effective tool for storing wealth.

Jewellery, for example, plays a similar role in preserving value.

Secondly, luxury can display a person's social status as a necessary condition.

Third, the pursuit of beauty is also an important factor in the demand for luxuries.

The products that luxury brands serve must be "the most advanced".

The high quality of luxury goods should be visible.

It is because people are "obvious" to their luxury that it can bring honor to their owners.

Therefore, luxury goods should provide more "visible value" to make people feel good.

Those who buy luxury goods are not pursuing practical value at all. They are pursuing the "best" feeling of all mankind.

The "Mercedes Benz" car is the same; "Chanel" fashion is also like this.

At the same time, the concept of luxury goods is constantly extending. It changes with the times and has different representative products at different times.

For example, in China, in the 80s of last century, "

Luxury brands are always proud of themselves. They constantly establish the banner of personalization and create their own highest level.

They are masters of their own minds.

It is precisely because of the personalization of goods that they create reasons for people's purchase.

It is also because the personalization of luxury goods is not like mass products, which shows its noble value.

In market positioning, luxury brands serve a few "rich people".

Therefore, to maintain the sense of superiority of the target customers, we should make the public feel distant from them.

Distance produces beauty.

Luxury brands should constantly set up barriers to consumption, and reject consumers from thousands of miles away.

It is the charm of luxury brands that there is a big contrast between the number of people who know the brand and those who actually have the brand.

Therefore, it can be said that luxury brands are "dreamed of and few have".

Luxury goods create a sense of distance, and the so-called "distance produces beauty".

However, when the economy is depressed, the "distance" is not beautiful. In order to shorten the distance, luxury goods also choose to "marry down".