How To Make Good Use Of Retail Art

Luxury, even high-end, will ultimately depend on selling "eating". Poor performance will seriously drag down brand value, so retail is a very important part in building luxury brand.

In the recently released BrandZ report on the most valuable brand research in the world, LV and Chanel performed prominently in luxury luxury goods in 2015. The former valuation increased by 6% to 27 billion 400 million dollars, ranking the top of luxury goods value for tenth consecutive years. The latter increased 15% to 9 billion dollars in value, ranking fourth in the Jin Dynasty, only behind Hermes and Gucci (Gucci).

BrandZ reported that

The worst performing among them was Cartire (Cartier). This year's valuation dropped by 15% to 7 billion 600 million dollars, ranking sixth, while Prada (Prada) was sharply reduced by 35% to 6 billion 500 million dollars.

According to the report, Prada's products are expensive and lack of innovation, resulting in customer churn.

Chanel and LV's performance should be attributed to their unique ways. The former balances the selling prices in different regions and encourages consumption in the shops.

Usher in the second spring for the brand.

In Michel Guzez's view, the art of selling is mainly divided into choosing shop locations and employing salesmen.

"A luxury brand often takes two to three years, or even longer, to find a suitable store."

Michel Guzez pointed out, "for example

Many luxury brands will choose to set up shop in the international financial center (IFC), because it can attract more international customers.

After determining the location of the store, the next is to choose the right store concept.

Michel Guzez suggested that stores should let potential customers see what they are selling at a glance, and what the idea of selling products is, so that customers will have very good self-confidence after entering the store.

"There are many stores, they are all soulless, and do not really reflect the brand image, which is very wrong."