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From Designer Brand To Lifestyle Brand

2012/3/19 10:55:00 21

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Kate Spade tableware

The so-called lifestyle brand is the brand that takes culture as the core and brings a sense of belonging to consumers. The brand of lifestyle brand is not a product, but a related product. This is often the case -- when a single product brand is built up with distinct characteristics. brand If you cultivate a large number of loyal fans, you can try to expand other product lines. In fashion industry, it is very common to extend from clothing as the core, or from accessories as the core.

48 year old designer Kate Spade and her two classics. Bag

Kate Spade is a typical example. In 1986, the twenty-three year old Kate Brosnahan came to New York from Kansas, an inland small town, and worked as an accessory editor in fashion magazine Mademoiselle. Seven years later, Kate created the handbag brand Kate Spade (after marrying Andy Spade, changed her husband's name to Kate Spade). Starting from handbags, the Kate Spade product line continues to extend from fashion, shoes, jewelry, sunglasses, furniture, tableware, stationery, bathing appliances, even pajamas, wallpaper, body lotion, wedding invitation. In order to expand the male market, Kate Spade has another brand Jack spade. {page_break}

CEO Lew Frankfort, which has been in charge of Coach for more than thirty years

Coach is another example. Although the founders Miles and Lillian Cahn are not designers, the famous fashion designer Bonnie Cashin, who joined in 1962, injected personality and soul into Coach and transformed Coach from a simple leather product brand to a distinctive designer brand. In 1979, the current president, Lew Frankfort, joined Coach, leading the brand to another change. This change is based on the huge market gap between luxurious and expensive European luxury brands and cheap, cheap American brands.

　　 Designer Bonnie Cashin, the bag is the Bonnie Cashin series launched by Coach in 2009 to commemorate Bonnie Cashin's "pocket bag" design and bright colors. {page_break}

Coach creative director

Coach has quickly filled this gap with classic and fashionable design, low quality but superior price performance. It has become one of the largest fashion leather brands in the world, and its market share even exceeds Louis Vuitton in Japan. In the late 90s, after Reed Krakoff became the creative director, Coach began to develop into lifestyle brand, and the product line extended to clothing, shoes, jewelry, watches, sunglasses, perfume and so on.

Ate spade 2011 autumn and winter red lacquer Fanfare Brette

These two lifestyle brands give me very different personal feelings. Kate spade is the first designer brand I bought. A simple black nylon knapsack has been hidden in the cupboard so far. It has been used for many years. The brand image of Kate Spade always keeps the preppy in the northeastern part of the United States, that is, the elite culture style. The elite culture is a specific American culture. It came from the European immigrants who crossed the Atlantic and landed on the east coast of the United States since seventeenth Century. They have nothing to do, and have accumulated money from scratch in the new world. After one hundred or two hundred years, they created the elite of the United States and formed their own culture. The elite culture style can be summed up as being lively in tradition, refined in simplicity, classical in nature, practical and durable, hate to show off, show off wealth, and exaggerate. Preppy crossing to China, I think we can use "real petty bourgeois" to describe. {page_break}

The Kate Spade bag is famous for its simplicity, upright handbag and shoulder bag. It still maintains a clean line to a large extent. In terms of color, Kate Spade likes to use high saturation pure colors - black, brown and red, and her classic green and pink colors are the mood of preppy's favorite resort and the Palm Beach of Florida.