Luxury Brands Looking For Talented People

After everything is ready, the key to retail is to establish good customer relationship, which requires the brand to attract excellent salesmen.

"Salesmen in luxury stores are the only ones who deal directly with customers, so we have to hire very good employees, train them, and give them a good salary."

Michel Guzez told reporters that when he was the HR director of Bally (BELLE), he was most concerned about how to hire good salesmen, because good salesmen could establish real emotional connections with customers.

To prove that,

A story told at that time at BELLE.

In a store, a lady walks into a store and says she wants to buy a gift for her birthday husband.

The salesperson immediately told them that the men's goods were on the two floor, and on the other side they went upstairs and told the lady that the belt was leather and the shoes were here.

The end of the story is that the lady left without buying anything.

"After witnessing all this, I told the salesperson, you need to know this.

It's already in, and it's a birthday gift for your husband. Your first response is to talk to her about her husband, what kind of person he has and what preferences he has.

Customers have provided you with a unique opportunity to tell you why she entered the store. You can make full use of opportunities to create personal relationships with customers and then successfully pform them into your customers.

In the future, her husband and even their friends may also form your customers.

Michel Guzez recalled this experience with great emotion.

This story also reflects the real problem of luxury brands: lack of outstanding talents.

This not only refers to sales personnel, but also includes talents who manage brand image, talents in marketing, talents in social media, talents in organizing activities, talents in pricing and talents in distribution.

"All these are very rare skills, and these skills exist and possess in all luxury brands. Therefore, in order to build luxury and high-end brands, China has to dig and hire talents with these qualities, which is very important."

Michel Guzez finally stressed.

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"The rise of baozi takes the place of heaven and earth". At present, from baozi's clothing base, it is basically in China, and designers adopt foreign teams. This mode is more common in the domestic clothing market.

"At the very beginning, these brands are called" international brands ", an industry insider said.

When Baoji entered the local market, Baoding was favored by its leading position because the international line brand was still blank.

With the rapid rise of electricity providers, sales of traditional clothing sales have declined.

Coupled with the entry of international first-line brand clusters, the high-end space of Baozhuang is squeezed.

"Baozi is mainly based on professional wear". According to a dealer, there was group buying in the past, and now this part of consumption is basically extinct.

"I buy clothes generally choose fast fashion brands," a Post-80 female customer said, such as baozi dress positioning, not her "dish".

According to the insiders, with the younger generation becoming the mainstream consumer group, all kinds of fast fashion, light luxury and other brands have entered a lot, attracting customers by price, fashion, fashion and so on, while the mainstream customers of Baozhuang are concentrated in the middle age. With the gradual growth of the mainstream customers such as "after 60" and so on, the good scenery is no longer.

Baozi is not alone. In recent years, traditional clothing days are hard.

According to the data, Esprit, another fashion brand that once led fashion, plunged 50.5% in the first half of fiscal year 2015.

The international luxury goods consumption in the domestic market last year dropped by 11% compared to the same period last year.

"Shuffling the clothing market is the trend of the times," an industry insider said.