Versace Caters To Riches And Crowds, Armani Has The Right To Design Exhibition Hall.

Versace caters to wealthy people. Its logo design is more attractive to second tier cities, and Armani real estate will enter Chengdu in the short term.

The international luxury goods giant's cross-border brand development business is no longer a case. Designer The idea of genius is no longer willing to stay in knitting needles, but rather from the trend of fashion. clothing It extends to the whole way of life.

So Versace, Giorgio Armani, Fendi, Bottega Veneta and other luxury luxury brands have been developing this new hobby in the past ten years. The trend of "not doing anything" is becoming more and more intense and the wind and water rise.

　　 Armani is popular in the first tier cities.

Logo design of second line bias toward Versace

For big brands, they will maintain a good brand image in the first place no matter which field they cross. The pursuit of sales is not so high at the beginning of cross-border. Da Vinci furniture director Huang Zhixin told financial weekly newspaper, "when the furniture product line is developed, the sales of these products account for only about 1% of the total revenue, and even some brands account for only 0.0% of the total."

Da Vinci furniture has been representing some high-end homes in Italy, Spain and the United States since 1995. In 2004, "Versace" took the sole agency in China. In the future, it became more and more impossible to attack Armani and BV, FENDI and other furniture agents in China.

Huang Zhixin told reporters that compared to the style of Armani, Versace's furniture seems to be highly publicized. Its essence is to permeate aristocratic luxury into popular culture. It often makes people feel amazed by the brand with the head of the medusa in ancient Greek mythology.

Therefore, in the early days of entering China, Versace's exaggerated home is very popular with consumers in Beijing and Shanghai. However, with the gradual maturity of the luxury consumption culture in both places, the tendency to become divorced from logo becomes more and more intense. What they want to do at home is precisely to return to their original home and create a comfortable and quiet atmosphere and atmosphere. Therefore, Versace's exaggerated and full Logo home has gradually separated from Beijing and Shanghai, and has turned to Chengdu, Chongqing and other second tier cities.

This phenomenon, Da Vinci and Versace communicate with each other again, thus having today's Versace modern furniture series. The purpose is to retain old customers who have hoped to "return to innocence".

Throughout the world, Huang Zhixin said, "the more developed areas, the higher the proportion of modern home style. For example, Hongkong, Singapore and Europe basically prefer home style to Armani, while the classical exaggerated household ratio is only about 15%.

Looking back at China, such as Beijing and Shanghai, the proportion of Armani and Versace modern homes will be relatively high. And the second tier cities like Chengdu are more popular with Versace's classical, traditional and exaggerated style. They also prefer the Versace logo design.

　 Versace caters to wealthy people

Armani has the right to design the exhibition hall.

Huang Zhixin recalled to the financial weekly newspaper reporter: "when I saw Versace furniture, I felt very consistent with the Chinese market at that time. Because the design style of Versace was very exaggerated, and the colors used were very bright and full. The new classicism, Baroque and surrealism are fully deductive. This coincides with the aesthetic taste of the tiny part of the rich in China at that time, and also coincides with the market demand of the economic development of the times. As soon as we see it, we know that the owner of these furniture is not rich or expensive.

Although Da Vinci was solely responsible for the promotion and sales of Versace furniture in China, Versace headquarters often sent their designers to China for regular inspection. The purpose is to see if Da Vinci has put their furniture in the right place and whether the furniture is spotlessly clean.

Each brand has its own DNA. Armani furniture aims at creating a simple and comfortable feeling instead of pursuing gorgeous and bright colors. The furniture has a strong sense of modern furniture and quietly reveals the mystery and glee of the low-key.

Therefore, we often see black and white in the furniture of Armani, but in Chinese culture, black and white sometimes represent unhappiness and unlucky. Huang Zhixin said: "win the business network" once the guests wanted to put Armani furniture in the wedding room, but they were very concerned about the color of furniture. So we suggested whether we could consider adding some warm colors to the works. At first, they also thought that if we added warm colors to them, they would not be Armani's works. But after their market research and our guidance, we could see some beige, red and blue tones in Armani's works.

In Da Vinci's shop, the exhibition hall belonging to Armani is very interesting. The furniture furnishings are all designed by Armani's designers. Huang Zhixin stressed: "once several chairs of Armani were bought away by the guests, there would be some vacancies in the exhibition hall, which led to the hollowing of the entire exhibition hall. So we wanted to put a potted flower on it, but this idea was immediately denied by Armani. They told me that "Armani's design style has no elements of flowers. It is a kind of" dry "visual experience. Adding warm flowers will only destroy the overall design style and layout.

　　 Armani real estate or enter Chengdu

Home property is often invincible.

At present, Da Vinci is working with Beijing Fortune Plaza to build a high-end sample room. For real estate developers, it may take a higher budget to buy these big brands, but he gets a set of real estate that is packaged by the brand image, which provides consumers with a house that can be checked in immediately.

It is reported that the project of Beijing fortune mansion mainly used VERSACE HOME and FENDI CASA's home. For these two brands, the luxury home is placed in the "big house" with enough space, which can better reflect the aesthetic feeling of the home. After the careful layout of the brand designer, it will undoubtedly enhance the aesthetic feeling of the overall layout and the texture of the home itself. The brand side said that some customers looked at the layout of the model room and bought it directly with their home.

For Armani, Huang Zhixin confidently said: "the Amani Residence Hotel has its own design and its own home, even though it charges 30%-40% more than some 5 star hotels, but it still makes people happy to check in."

"Therefore, China is also developing in this direction. In Chengdu, we plan to name the whole building as the Armani building." Huang Zhixin said that the brand name of the whole building is of high demand. For example, the public space of the entire building must be designed by the brand itself, including the lobby, corridor, clubhouse and so on. Armani's home will also be displayed in the public area. In addition, they are very strict in the management of the whole building. Even if they are not personally managed by the brand, they should be entrusted to some reputable management companies.