Anya Hindmarch: Luxury Is Not A Famous Brand, But An Interesting Story.

"P", "BRIC" Brazil, Russia, India and China, consumers in these countries are queuing patiently at the gate of big brands, even in the rain, in order to buy the same luxury bags as others.

< /p >

< p > the phrase "new world" is generally used to portray the living conditions of new rich people and the way they display their wealth.

These consumers' cognition of brand identification is deeply influenced by advertisements and retailers, thus making brand identification occupy a very important position in the "new world" consumption.

< /p >

At the same time, in the mature market, such as North America and Europe, consumer demand for luxury goods is also increasing. P

In contrast to the "new world" consumers, consumers in mature markets tend to rely on their own independent judgments to consume.

This indirectly answers the question of why I bought "luxury": consumers want personal, unique, participatory consumer experiences.

These reasons may be attributed to the fact that they need storytelling.

< /p >

< p > when people ask about your favorite luxury brand, I suddenly realize that most of the luxury consumption experience that I like is low key and not known to most people.

For example, a hand-made horny glasses shop in Milan has its production time.

It's good to tell the name of this shop, but the focus is on the shop's production, not its name.

< /p >

< p > another luxury brand that I personally prefer is a perfume shop Madini in Tangiers, which has a history of more than 400 years.

The unique feature of this store is to create personalized perfume for customers.

< /p >

< p > my husband inherited an oversized antique suitcase from his grandfather.

Because grandpa is bigger than the feet of ordinary people, he needs a large size suitcase to put up those oversized shoes.

So, this box has its own story. Whenever we show this antique box to our friends, we will always mention its story.

Compared with others, this is the only story box that gives me a sense of personal luxury experience.

< /p >

< p > with the increasing fastidious of consumers, they begin to seek the story experience of luxury brands.

They want their buying behavior to be entirely related to themselves, but not to designers.

This type of demand gradually accelerates the differentiation of luxury brands into two parts: one is to provide material desire satisfaction for the emerging market consumers, the other is to provide personalized experience for the mature market.

< /p >

< p > < /p >.

< p > of course, the emerging market will develop into a mature market one day, and the mature market will also evolve into "the third category of the world". The luxury market begins to pursue more fun and more significance.

< /p >

< p > this awareness has enabled me to set up a custom shop in London, where everything can be customized.

Every commodity will have its owner's name inscribed on it. Customers can also provide handwritten notes, so we can engrave them on the commodities they choose.

Even the outer packing box can be stamped on its owner's name.

In this store in London, the customer status is higher than that of me and higher than that of the designer.

< /p >

< p > I made a purse with only two layers of sandwiched for my son. One layer was engraved with "to save" and the other layer was inscribed with "to drink".

Leather is also inscribed with my handwritten congratulatory phrase: "to my favorite middle child" (to my dear son).

Articles with stories and souls are worth treasured, such as this purse.

< /p >

< p > model Poppy Delevingne uploaded the picture of the red box on twitter. Her boyfriend James Cook asked us to make it specially.

The photos of the lovers are embellished, and there is a gilded handwritten word: "Will you marry me?" (will you marry me?) < /p >

< p > the red box with stories is much more valuable than the red box itself.

The story is sealed in time.

Once I tried to clean up my son's useless old books, but I found it hard to start because every book had its name written on it.

Stories with stories are hard to give up.

< /p >

< p > there will be some trouble in the craze for the bonfire Festival: the golden Christmas shopping season begins earlier and earlier.

Instead of saying that shops are thinking about how to deal with the "coming" Christmas, designers struggle to create popular products.

Although I haven't come up with a luncheon for Christmas this year, I started planning Christmas in 2012 starting from May 2011! < /p >

< p > Christmas anxiety comes from our new products in autumn and winter.

Our new bag of ribbons is decorated with bells, all wrapped in wrinkled leather.

These bright metal materials remind me of the Christmas staple on Quality Street street.

I want to feel the difference of Christmas in London, which is different from my memory, including lighting and wrapped holiday gifts.

< /p >

< p > another inspiration is the inspiration from my children's Christmas music box.

Over the years, the first turn of the box is the beginning of Christmas.

The music box also inspired my first great fashion show. With the help of the electronic cartoon technology, the Christmas gift conveyor belt and the chocolate waterfall appeared on my big show. This is what many girls dream of! It's great to move the performance in the music box to the big screen! < /p >

< p > so you can understand my excitement of decorating Christmas Selfridges window. By the way, if you pass by, please enjoy the real waterfall with your own eyes.

< /p >

< p > last week I attended the RA NOW exhibition held by Royal Academy, which is famous for training a large number of Royal Academicians, including Tracey Emin, Grayson Perry and so on.

All the women attending the exhibition, as well as Grayson, wore rubber canvas shoes.

They are concerned about throwing away high heels and insisting on freedom.

If you can control that feeling, enjoy the purity.

< /p >