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Xue Ruixia: Convey The Sense Of Design And Customer Culture

2014/3/4 17:00:00 26

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Apple's father Steve Jobs has a classic saying: "customers don't know what they need."

So when the genius launched Apple phone, in a short period of time in the global "counterattack" the then boss NOKIA.

The word "P" has been proved not only in the world of Joe, but also in the fashion industry.

In 2014, "private customization" became the industry trend of fashion and luxury circles. How to find customer needs and provide satisfactory services has become a problem for many brands.

Maria Gucci, the elegant accessory brand from Finland, has always been focused on making custom gifts for business gifts. In the face of customers who do not know what they need, Maria Gucci has his own "real skills" to meet customer needs and make more consumers fall in love with this brand.

Ellizabeth Taylor once said, "women who are not scarves are the least promising women."

And Audrey Hepburn once said, "when I put on a scarf, I never felt so clearly that I was a woman, a beautiful woman."

So when she stood on the high steps of the Rome cathedral with a small silk handkerchief in her neck, all the sunshine was dancing for her, and the whole world became a spring.

Less than P, scarves became the most fashionable accessories for fashion ladies.

Maria Gucci's scarf from Finland's famous brand is considered to be a luxury item for fashion people.

in the fashion industry, the competition of scarves is white hot.

Burberry, Hermes, Gucci, Ferragamo, Cartire...

Almost all the big international brands have silk scarves, and most of them are "limited money". There are few opportunities for consumers to bump into scarves.

Less than P, compared to about 200000 yuan a "Perkin bag", a less than 10000 yuan of the Hermes scarves is absolutely the "entry-level" product in this brand, so that many consumers who have expectations for the brand will realize their dreams at an early date.

In fact, not only is Hermes, but many of the international luxury goods' scarf products are "entry-level" products, compared with sales and profits.

Maria Gucci, who is also a luxury, wants to get a slice of it. It may not be easy, but after years of development, this goal has been achieved. P

Xue Ruixia, President of GUCCI fashion (Beijing) Co., Ltd. believes that Maria Gucci's "counterattack" is due to concentration.

although big brands are making silk scarves, this is not the main business of the brand, and consumers buy many scarves for these brands.

But Maria Gucci is different. Scarves are their biggest products. The brand has devoted a lot of attention to design, product development and consumer research.

Another reason for "P attack" and "counterattack" is that Xue Ruixia believes that Chinese fashion consumers are becoming more and more mature, hoping to express themselves in a more personal way.

In the Christmas season of 2013, reporters visited many luxury stores in Hongkong. Many brands such as LV, Gucci and Prada launched new products with no obvious Logo or letters. Logo has become a major trend.

Correspondingly, some consumers return to reason, and no longer pay for obvious Logo symbols. Niche, personalities and customized brands have entered the consumer's perspective.

This change has brought more consumers to Maria Gucci than P.

"We focus on making scarves, emphasizing the design sense of scarves, so our consumers are consumers who have their own taste and design culture."

Xue Ruixia said, even luxury goods, its consumption crowd is no less than two categories, one is a certain economic strength but blind Logo worship consumers, and the other is a certain economic strength, know product or brand culture.

The latter has always been the core consumer of the brand, and these consumers have increased significantly in the past few years in Maria Gucci's consumers.

Xue Ruixia told reporters that taking the Beijing market as an example, Maria Gucci's products sell well at Baisheng Renaissance stores. Many consumers come to buy Scarves for Maria Gucci, a large part of which is known through gifts.

besides retail, Maria Gucci's other main business is high-end business gifts customization. From The National Gallery of England to Arsenal football team, or University of London, NOKIA, Jaguar and many other brands, Maria Gucci is invited to make special customized products for them.

2013, the Chinese government intensified its anti-corruption efforts and restricted three public spending. China's luxury goods industry encountered a "cold winter" under such a background, and the growth rate dropped significantly.

The gift economy has been greatly affected, Xue Ruixia frankly, Maria Gucci's performance also has a small fluctuation, "but the impact is not big."

compared with the simple gift economy, < a href= "http://www.91se91.com/news/index_c.asp" > Maria GUCCI < /a > emphasizes that the customer's culture and values should be conveyed in the most beautiful way, so that the receiving party can remember the "meticulous" of the customers, and at the same time pass the quality and technology level of Damaria Gu Qi.

Designing a special scarf for customers is not expensive, but it can display the way of customer culture in a beautiful way. This kind of business behavior has great market space in China and even in the world, but there are still few brands that can help customers realize.

"in fact, most of the time, the requirements put forward by our customers are useless to our elements. Our designers must concret the products from these vague descriptions."

Xue Ruixia said, for example, the most important word that customers give them is "internationalization", but how to show customers is often unclear.

At the beginning of the P, earth elements were most easily recognized by customers, but this was not upheld by Maria Gucci's designers.

The designers of the business customization Department insist that this scarf for customers should not only display the culture and values of customers, but more importantly, the recipient should recognize the design of the scarves and love them. This is their mission.

> a href= "http://www.91se91.com/pioneer/" > Xue Ruixia < /a > pointing to a pink scarf, told reporters that this is a scarf originally made for China Merchants Bank.

The main picture is sunflower pattern, but it is more abundant than the sunflower pattern of the merchants bank, and the sunshade is also dark.

In the same year, China Merchants Bank used Lang Lang as an endorsement, and customers wanted to express this element.

After fully understanding the customer's intentions, designers put the staff and all kinds of notes on the four sides of the scarves, and skillfully integrated several elements together.

"this design is much like the idea of" a href= "http://www.91se91.com/news/index_c.asp" advertising company < /a >, but it is more complex than that. Every customer needs to dig deeper. "

Xue Ruixia said that there is a small card or booklet in each scarf packaging box for the customer to write the design concept in detail.

"A lot of people who receive gifts will read the pamphlet more deeply and better. This time, the value of Maria GUCCI will be fully reflected.

"when the demands of customers are consistent with ours, such business gifts will have strong vitality."

Xue Ruixia believes that the healthy gift market is not a high value gift from the competition, but allows the recipient to quickly remember you, the recipient and the recipient receive mutual appreciation and respect, and the gift itself does not account for much of the budget of the enterprise.

however, the biggest challenge that Maria Gucci faces now is that companies are spending more money now, hoping to spend more money on more things, and that brands convey their ideas and values to customers unchanged.

"Based on this, this is both our challenge and our greatest opportunity to compare with those commercial gifts."

Xue Ruixia said.