Is Logo Really Dead In China?

The person who is entitled to make such an appraisal of "Logo is dead in China" is the CEO of Marco Bizzarri, Gucci, and Gucci is known to be a 95 G based on double G Logo. Luxury goods Cards.

Bizzarri started this year's New York Times Luxury Summit on the question of "is Logo really over?"

He thinks that "Logo fatigue" is a topic that has always been worth discussing, but it does not agree with Logo's obituary.

"Logo makes one. brand It is complete; it should be treated by a contemporary attitude, for "eternity" does not represent "stay in time." "For Gucci, these G objects are like hieroglyphs, they should be casual and timely," he said. "

Bizzarri testified that the discussion on Logo in China's public opinion did not keep pace with it. Gucci Footsteps: "after many months of heavy falls, Chinese consumers have bought Gucci again. No one is ashamed to show the belt of GG. Although this phenomenon was interrupted by Prada and Louis Vuitton.

The momentum of Marco Bizzarri's speech overwhelmed everything, and his viewpoint was undoubtedly regarded as the golden rule of fashion. As the head of this luxury brand giant, Bizzarri is leading it to enjoy the Renaissance.

When he took the Gucci's mace in January 2015, the big brand of the Fran? OIS and Fran? Ois-Henri Pinault 's Kering Kering group had fallen for two consecutive years, and Gucci earned $3 billion 800 million in 2014.

16 months later, Bizarri, 53, was able to speak for the "4 billion euro brand". He took over the brand with a value of only 3 billion 500 million euros, and exclaimed bravery, "we have 500 thousand new customers".

This change made Gucci like a roller coaster, resonating with the consumer's fascination again, and people accepted the bolder double G Logo on the belt and bag. In the summer of 2016, the word "Gucci" had no shame to become the relief decoration on the black leather bag, and the classic red and green stripes gained a new look.

This act of making gold became Bizzarri's poster boy for luxury goods. He is willing to share the myth of Gucci's transformation from management style, designer's ambitions, social media to ubiquitous Logo. He said, "you have to play with it and look forward to the future by redefining the past. "

According to Bizzarri, when he stepped into the pillar corridor of Gucci headquarters, he saw the history of the company on both sides of the wall. "I chose an angle for people to say," abandon them. " Although the craftsmen's craft and quality are indeed all of Gucci, they are too concerned about this aspect. "

He alerted the whole company to the decision of Gucci brand development. In order to make the script of the story come true, he finally spent 11000 whole hours. He met the design team and reassured them about the future of Gucci, which includes replacing the original creative director, Frida Giannini. One of the people sent to him by the Ministry of human resources is Alessandro Michele.

Alessandro Michele joined the company in 2002 and once worked as deputy director of creative department. "We were going to have a cup of coffee," Bizzarri said. "Alessandro is very nice, very modest and relaxed. After four hours, we were immersed in the discussion. He once worked in Tom Ford. I wonder how he can stay in a company for more than 12 years, but he has totally different opinions on the company's present and past image. Bizzarri calls the chairman and CEO Fran ois-Henri Pinault of Kai Yun group, calling: "I think we have the right person."

This time, Bizzarri found a new creative director inside the company. "I am ready for this adventure, and I have seen the dream and emotion reshaped in Alessandro's ambition. Bizzarri's voice has just won the audacous applause from the auditorium: "we need new moral principles in the fashion world, and conceited people should disappear. "

Bizzarri asked Alessandro if he could produce a new series of men's wear in five days, and then he did it. The women's wear series went online in a month. The success of sales peak in Gucci's fourth quarter report shows that revenue has reached 1 billion 100 million euros, 4.8 percentage points higher than the 2014 quarter fourth quarter of Frida Giannini's creative director.

Apart from the fact that Alessandro has to design the first series in a week and face tremendous pressure, Bizzarri also pays attention to the unrelenting demands for designers and the need for work life balance. He said that through the two series of men's and women's wear in the same show in Milan, we need to simplify the business form and spend more time polishing the creativity.

Gucci in September 25th, during the SS2017 fashion week in Milan, Instagram showed the new series, Gucci growth sales and Alessandro Michele's reputation as new design director for the subscribers. It was first brought by young KOL and bloggers online. But the fashion criticism column's initial response is not enthusiastic.

However, Bizzarri made a bold decision to postpone communication with journalists and fashion critics. He said: "the acceptance of social media is more important than any media coverage, that is, the speed of social media helps us disseminate information faster. "

This is a screenshot of #GucciGram Tian artwork on Gucci Instagram account. #GucciGram campaign, led by Alessandro Michele, invited artists from all over the world to paint according to the style of Gucci. Chinese artists Cao Fei and fashion illustrator Guo Yong are also among them.

For this topic, the chairman of Andrew Keith and Lian Carver said: "when a brand creates emotional content for consumers through social media, it is not far from success. Every consumer wants to feel that he has a personal relationship with the brand. "

As a result, the target audience was young Chinese customer, who immediately responded to the sharp increase in the use of electronic products. "They know the brand very well." When they arrive at the store, our challenge is how to keep their knowledge of the brand and maintain a higher level of service with technology. Our fashion consultants are equipped with iPad, which contains information about all products, including all the new products, which will be updated every day. "

Now Bizzarri is igniting the desire of Gucci again. His next challenge is how to continue to interact with the new consumers, the Millennials. Chanel global CEO Maureen Chiquet, who left the company a month ago, said earlier that their move was "a desire for aesthetics, cooperation, contribution and participation".

According to the brand's earlier data, the turnover of new products under the age of 34 or less is 50% higher than that of the same period last year. Gucci hopes to attract new consumers continuously, especially for the new generation who like the new media and social media. Now the brand has expanded its product line to the entry level leather goods, jewelry and scarf series.

"In the new world, you can't control consumers. "Maurice L Ye vy, the legendary CEO CEO of the world's third largest advertising company, Yang Shi group. "I spent my whole life dreaming, when people buy a product, they are buying a dream. But in the new world, you have to keep conversations with consumers. When interacting with people to create a brand together, the way and method has changed dramatically. Today, consumers have control. "

Therefore, it is not a bad thing for Gucci to shout to 8 million 100 thousand fans on Instagram.

Hard work has also been rewarded. As the most important luxury brand of Kai Yun, Gucci defeated all competitors in the third quarter. In contrast to the second quarter growth of 7.4%, Gucci's third quarter revenue surged 17% over the same period last year, the highest quarterly gain since 2011, while the direct sales of the stores also recorded a 19% increase which shocked the industry. Data show that Gucci's brand innovation is coming into effect, and the design conquered the millennial generation. The direct performance is that its online sales skyrocketed by 50%.

Some analysts say that from the perspective of Gucci's overall recovery, Logo is not dead, and everything depends on product and marketing innovation.