An American Professor Believes That Luxury Brands Are Best Managed By "Farmers".

< p > here, the world is < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > a href= "http://www.91se91.com/" target= "http://www.91se91.com/".

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< p > Why do international luxury giants gather in France, northern Italy, Switzerland and southern Germany instead of the United States? "Professor Charles De Brabancompanies has had a very brilliant interpretation of this issue, which is worth remembering: < /p >

< p > he thinks that luxury companies are best run by a farmer, with some poets and craftsmen.

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< p > precisely because of the balanced quality of these three kinds of people, Europeans can get more success in the luxury industry than Americans.

In order to succeed in the competitive international luxury industry, the directors of a company need to have the characteristics of the farmers: it means to analyze the situation with facts, pay attention to the bottom line and shareholder value.

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< p > "farmers do not have a depreciating meaning, but refer to those who are still down-to-earth and well versed in making money when a href=" http://www.91se91.com/ "target=" _blank "> designer" /a ".

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< p > but if you want to succeed in the dream world of luxury goods, you must grasp the balance between business leadership (creativity) and creativity (Poets), plus the actual executive power (craftsman).

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< p > if you look at it from a factual perspective, Europeans can obviously do better.

(in 2014, the world's 10 most valuable luxury brands ranked nine in Europe and only one Coach in the US) in BrandZ.

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"P > historical and traditional factors may also play an important role.

But it is not enough to merely inherit tradition and to associate with royalty. Companies also need creative designers (Poets) who have the vision to bring luxury to the luxuries.

"If you want to do well in the luxury industry, you need people like Galliano."

But this is not enough for -Dior's John Galliano, which was expelled early in 2011 because of anti Jewish statements. When a designer breaks his own career like him, what can he do? < /p >

Therefore, the company also needs "craftsmen", between managers and designers, including production personnel, marketing teams and retailers, and their intuitive ability can make p a reality.

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< p > "when there is an unexpected situation like Galliano, you need the executive team (artisan) who can ensure the normal conduct of the fashion show, and also need the LVMH chairman Arnaults (figure below) to promote the business operation of the people (farmers)."

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< p > a manager who needs analytical and creative thinking at the same time, such as Sidney Toledano, CEO of Christian Dior, who worked with Galliano.

He once said that their American counterparts often lacked some quality.

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< p > "American companies have heroic managers who are good at strategy and analysis. They can move from one industry to another, because their skills are like thousands of gold."

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< p > but if you want to do well in the luxury industry, you need to have a wide range of interests and rich experience. This is what Brabant professor (himself is Canadian) refers to the lack of American executives.

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Generally speaking, most Europeans have a wide range of pursuits, such as culture, sports or others, which make them the pursuit of comprehensive managers who are more suitable for the luxury industry than Americans. P

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< p > business school education can not make up for this.

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< p > "most business schools are based on management science and focus on how to raise share prices.

But running a successful a href= "http://www.91se91.com/news/index_f.asp" > luxury goods < /a > industry requires three elements: poets, farmers and craftsmen.

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< p > (Charles De Brabancompanies has been in charge of marketing training for many years in L'OREAL company, and has taught luxury brand management course at CEIBS.

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