The Pformation Of Luxury Industry: Hierarchical Standard To Monetary Standard

In the past 30 years, the income of the developed countries has been increasing dramatically. The age of marriage between men and women is getting late. This allows them to spend more money on themselves.

And consumers are generally more educated than the previous generation, and have gone through more places, thus developing a better taste for fine life.

Business tycoon and

The opportunity has been smelled.

They take advantage of the old brand owners and the inheritors who lack capacity, and take the family businesses into brand enterprises.

For example, stores, shop uniforms, products and even coffee cups for meetings are all unified.

Then they aim at the new target customers, the middle market.

They are a wide range of socio-economic population, including everyone, from teachers, salesmen to high-tech entrepreneurs, residents of luxury homes, vulgar upstarts, and even guilty of the rich.

The company's executives explained that this was to "democratization" of luxury goods, in order to make luxury "everyone can get it".

It sounds sublime. It seems to be a communist society.

In fact, the goal is precise and clear: try every means to earn more profits.

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If Chanel, Baddou and Hermes brand want to launch a new perfume, first of all, summarize a summary to illustrate what kind of perfume they hope to design, and then invite each fragrance and fragrance company to bid.

Compared to the golden age of perfume, this is no longer the case. It is no longer the designer and designer who lunches together to think about the new perfume. Today's "summary" includes the contents of the sales director based on polling, data survey and sales index, usually just taking a fancy to the point of view and the market situation.

Take the "real me" perfume released by Dior in late 1990s, for example, it wrote to Kuster's Compendium: "this perfume should be as sexy as high heels and as comfortable as Tods shoes". "Tods"

In fact, the essentials of famous perfume are all the same.

"Basically, it's what we want to present to women."

A perfume director said to "New York guest".

If it's a luxury brand in France, the outline will say, "also, it should be a great and uncompromising artwork". If it's an outline of the American perfume, it will say, "also, it should sell 4 million dollars in the first two months of Europe two years ago, but also like Givenchy in China."

If the spices and fragrances are interested, they will take the list and let their perfumery work.

On average, every big company does 10 to 15 projects at the same time.

Three weeks later, the perfume lab handed over the "test samples" to the famous perfume directors.

If the supervisor chooses one of the samples, it will set 2 to 3 tons of perfume at the beginning. If it sells well, it will be added.