The Popularity Of LV Brand And The "Niche" Of Value

Many examples seem to be illustrative of the public opinion that LV is now being rejected by high-end consumers in the Chinese market. I heard this scene in a restaurant in Beijing: "LV is so common that everyone seems to have it. By comparison, I prefer to buy Bottega Veneta - it's less common. It is a middle-aged lady who seems to have some economic strength.

Indeed, in public places such as buses, subway, shopping malls and other public places in Beijing, people can see LV bags with classic Monogram designs. They are always embarrassed by "bumping into bags".

LV was once an exclusive product of celebrities' notions of status. Now it is popular among the middle class, and even has become popular. Why? I think there are two reasons for this: first, the proportion of China's middle class is increasing year by year, and the overall consumption capacity of Chinese people is constantly increasing; two, LV is a luxury luxury goods in France, and the image of tall people is deeply rooted in the hearts of the people, so it has become the favorite brand of copycats.

A market research conducted by LV has revealed that the biggest harm to LV is that LV's fake products have been fully covered in China, and the spread of fake commodities has led most high-end consumers to transfer their consumption targets. For ordinary consumers, they are unwilling to buy real LV from their performance price ratio.

But the author believes that the popularity of Lv among ordinary consumers does not mean that its brand value will be reduced. With the upgrading of Chinese consumption, the "brand concept" has been gradually strengthened. If there is consumption demand, genuine products will become the first choice. Therefore, the popularity of Lv using the crowd just reflects the fact that it is highly sought after by all walks of life, and this pursuit is achieved by brand value, brand creativity and brand technology.

From the perspective of brand value, LV has a rich history and culture. LV has been born in 1854 for more than 160 years. Louis Weedon was born as a small carpenter and became an apprentice to a craftsman craftsman. He became the most trusted suitcase expert of Eugenie queen, and created a legend from a small carpenter to a royal sheaf and then to a top luggage manufacturer. Later, the classical design accords with the development of travel history, just like French writers. BlaiseCendrars To say "departure" means to go with Lv.

Whether the founder or successor of LV, the rich cultural connotation is regarded as a necessary condition for LV to grow and expand. Founder Louis Weedon directly named his LV brand, and his son George Vuitton inherited his father's preference. He wrote the book "traveling from ancient times to the present" on behalf of the French luxury spirit specimen, and this book also laid the value of Lv in French culture.

The profound history and culture have been changed through years. Lv The quality gene contained in the bones. After hundreds of years of experience and baptism, Lv has long integrated art, design and business elements into a brand and branded the brand in the minds of consumers.

From the perspective of brand creativity, since its birth, LV has attached great importance to product innovation and improvement, and combined with practical needs. A classic case with far-reaching impact is that in 1858, Lv launched a convenient transport flat cover poplar trunk to solve the trouble of traveling with a large number of clothes and essential items, which brought great convenience to travel.

And when it comes to Lv, the "letter combination canvas" with the brand name function is known to all. (Monogram pattern). From the first generation of Monogram canvas LV pattern, to the two generation of master George Vuitton, to today's international interwoven letters printed on the Monogram Canvas style, "letter combination canvas" is LV's brand recognition symbol for more than 100 years.

At the same time, the creativity of Lv is reflected in the small design. It is said that George Vuitton's lock can open all the LV bags of the owner of the LV bag, so as to avoid the trouble of bringing a bunch of keys to the waist. The Monogram series created by him, with lightweight canvas and repeated production process, has created products with high pressure and wear resistance. It has no deformation and no color fading for a long time, and the pattern is intact. Almost all the basic funds are designed with this canvas material and used for different leather purposes.

From the perspective of brand technology, it is reported that the production process of LV is very complex. To produce a Louis Vuitton wallet, it must go through 1000 procedures. At the beginning of its design, its briefcase will be tested in the laboratory for two consecutive weeks.

Almost all the fans of Lv leather goods know that Louis Weedon's leather products are still intact for more than a decade, and skin color will become natural and elegant colors over time.

There was such a rumor in the bookshops that after years of sinking of the Titanic, a Lv hard leather case that had been salvaged from the bottom of the sea had not penetrated into half a drop of water. There was also a rumor that a fire broke out in a family, and most of the clothes were burned, except for a Monogram Glace. Bag The appearance is smoked and blackened, and the inside things are intact.

What is more worthy of promotion is that, while expanding the scale of production, Lv still keeps some workshop practices for the workers' training management, with meticulous selection of materials, and insisting on the traditional production mode of hand sewing. The production time of the product is 30% higher than that of other factories.

In addition, LV is also unique in fabric selection. Allegedly, it does not need Leatherwear Or other ordinary leather materials, instead of using an oil painting, a canvas material called Canvas, plus a waterproof PVC, so that the leather bag is kept fresh and durable.

Those familiar with LV will surely be familiar with the classic packages of Lv Speedy 30, Lv Neverfull, Lv Alma, Lv Artsy, Lv Delightful Delightful, Lv, Artsy, Lv and so on, and their ingenious designs and impeccable qualities are in the spotlight.

Comparatively speaking, few brands can produce such depth and breadth in consumers. In the final analysis, quality and creativity are the guarantee of the brand's long history. As David ogway said, "to attract the attention of consumers, and let them buy your products, there must be good characteristics. Unless your advertisement has a good idea, it will be like a ship that is quickly consumed by the night."

The "fast fashion" advertised by "fast, ruthless and accurate" has been leading the global fashion trend from the rising day. But I believe that with the gradual maturity of the consumption concept, consumers will become tired of aesthetics, and they will be tired of staying at the new and new trend. And Lv, a classic, enduring and unique brand of eternal value, can last forever.