Designer Tory Burch: Cheap Luxury Is Not Enough.

In recent years, Tory Burch, the American light luxury designer who has been booming in recent years, flew to China for the first time to unveil the world's largest flagship store in Kerry Center, Shanghai. Our interview is on the two floor of the shop, enjoying the latest works of the season, and then throwing it to her at once. It's also very interesting.

　　 Mature China series

Would you like it?

Compared with the old luxury goods, Tory Burch is the symbol of the luxury life. Although the brand was established in 2004, it entered the Chinese market in 2005, but it was actually opening in China, but it was "late" in luxury, but this is a good time for light luxury.

"A few years ago, we found many records of Chinese tourists buying at stores, such as they bought more in London and other places, when I thought maybe we should go to China. Later, I didn't expect that our recognition in the Chinese market is quite high. It may be the high degree of logo recognition, or the color pattern is very popular. "

So Tory Burch came and opened 9 stores in 8 cities in China, including 1 in Hangzhou. This time, Tory Burch has launched a series of 20 Chinese products. In the past, the mid-range positioning was replaced by a relatively high-end material, such as fur. The price is not low and the design is also mature. This seems to pass a new signal. "The use of leather materials is the hope that products are more sophisticated, so that people of all ages will like it and hope to bring the feeling of New York to China." Tory Burch, a blond hair, said.

　　 "A fake kid in my heart."

　　 Mashup It's her strength.

In Tory Burch shop, the decoration contains Chinese elements, such as porcelain on walls. "When I was reading, I was an art history. I have always been interested in Chinese ceramics. Besides, every market has its own characteristics, so it is used in design." Tory Burch said that many of her designs were inspired by travel. For example, she once had a print design inspired by Turkey's zzni brick, and it was her strength to integrate various arts into the design.

On the same day, she wore many large accessories, elegant and shiny, attracting eyeballs. Most of her wardrobes were suits, Oversize jackets, shirts with shoulder straps, and boots. "I like to wear neutral suits and feminine accessories, which is a balance between neutral and feminine style. In fact, I always have a fake kid in my heart. " It also opens up new space for design, she said. "Our initial positioning is suitable for 30~45 years old group, but later found that more and more young people joined, including China, and some even three generations wear our clothes, our space is very big."

And the Qianjiang Evening News reporter chatted about the characteristics of different markets, such as Tory Burch, such as Asians prefer slightly lower heels, for example, there is a trend in the global market - women's favorite skirts are getting shorter and shorter. Will this be a good performance of the economy? "For us, customized products are better sold than before, such as products specially made for some markets. We will consider more changes in the future design. "

　　 Light extravagance

Cheap light is not enough.

"Light luxury" is one of the most popular words nowadays. It represents a product that is not so expensive but looks very fashionable. Tory Burch readily accepted the position. "I like luxury goods very much, but when I set up a company, I wanted to make beautiful, delicate but inexpensive clothes. It felt luxury, but it was cheaper than luxuries. After all, many people could not afford to buy too expensive stuff. This is precisely the first advantage of light luxury compared to traditional luxury goods. She said, "to give consumers such a feeling, we have to spend more efforts to find good materials, cheap is not enough, but also to make a more moving design, it has more advantages. Of course, after the 2008, the macroeconomic impact on the development of luxury goods, gave us the opportunity. However, the competition in the light luxury market is also fierce. If consumers have more choices, it will be more difficult for them to seize them, and the challenge to our renewal ability will be greater. "