Pradaceo: How Do Luxury Companies View Emerging Luxury Consumers?

According to the world clothing shoes and hats net, recently, the reporter interviewed.

Patrizio Bertelli, the group's chief executive, talked with him about how Prada can position products as a world famous one.

How does the company look at the emerging luxury consumers, what is the product's image expression and so on.

He also unwittingly mentioned the impact of the new US president's business on Prada's Fifth Avenue store in New York after the US election.

However, we only picked out the views related to Prada business mentioned by Patrizio Bertelli in the interview.

"Since the 90s of last century, we have been thinking about how to locate products.

We also want employees to realize that their job is to provide services for those who have quality products.

If our technicians can work in a pleasant atmosphere, they can participate more and invest more.

Participation is very important for our products.

When we decided to form an industrial structure, we contacted the building.

GuidoCanali and PierluigiCerri want to build factories in Tuscany.

In December 15th, we will set up a new 102 thousand square meter logistics center in Levanella, Italy.

For these buildings, we have designed special tree landscapes to reduce the damage to the local landscape.

Of course, it will cost a lot of money, but I think the impact will last for a long time, which is very important for Prada brand to shape its image locally.

"We publish a news bulletin every two weeks to let employees know about the opening of the store, fashion show, cultural activities, or technological progress and so on.

This helps to broaden their horizons. You can't give up part of the work to the Internet.

We think that the employees of the group, whether in factories or in shops, need to feel the development of the companies that spend their time.

2. we also like to find some experienced young people, but not to tie them up with me for life.

"10 years ago, many young people were not interested in Prada Academy.

But now things are changing. They are willing to return to the factory because these challenging and difficult jobs are well paid.

We also like to find some experienced young people, but not to tie them up with me for life.

We are also teaching their Prada experience, but not in that selfish way, such as asking them to work for Prada only.

"Every 10 years, there will be a group of typical consumers.

But for luxury goods, there is no difference between the demand of consumers and the 80 and 90s of last century.

The difference is that luxury companies have different ways of contacting consumers.

"Before and after 2000, the luxury market is very limited, accounting for only 1/3 of the global market.

Then globalization came, and new markets, such as Brazil, China and India, brought 300 new consumers, so the luxury market is now 3 times larger than before.

But because consumers are different in their national and living habits, consumer groups have become more diverse.

Different from the past, these consumers are also using different ways to access luxury goods, computers and the Internet.

However, before the advent of iPhone, before the advent of iPhone6, the impact of digital images was not so great.

Then it changed, the use of pictures, the relationship with luxury goods companies, the new digital media and so on.

For example, Kardashian has 80 million fans.

This is unthinkable 10 years ago.

Now the way consumers are approaching fashion has also changed. A medium of contact may be mobile phones, then electricity providers.

This means that the luxury brand should be prepared. "

4. "every product should have a picture expression."

"I think people's attention is limited, and pictures can attract people's attention faster."

"No matter the publicity of the picture or the endorsement of someone, it may change the identity of a commodity, which is quite obvious."

"I once thought that every product should have a picture expression.

In a specific context, even a black shopping bag has a certain identity.

We should make a video every week, but this may be a problem for a company.

Because on the surface, the way to express and publicize products is more important than the product itself.

However, the display of products is really important. "

5. digital marketing will affect the company's internal cooperation.

"Within the company, there is a need for a new direction of cooperation.

This is not the same as the way of cooperation within the company affected by the paper media era.

There are different ways to do marketing in newspapers and iPhone.

Just like the difference between movie and theater, the movie has different depths, and it is different from the way you want to express yourself in the theater.

The relationship between newspapers and magazines we know before has also changed.

Now, people expect to see what they saw in the newspaper at the mobile phone end, and even see some combination of content in the movie.

Therefore, this also requires strong cooperation within the company.

Business and digitalization extend from this understanding, such as how we do and when we do, these problems will affect the overall form of products and cooperation with industry. "

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"For me, my understanding of the electricity supplier is not big, but some of the things we expected before were still happening.

The electricity supplier has developed very well in the US market, but now it has developed very well in Europe and has developed better in the Chinese market.

7.Prada's performance in global markets:

"In fact, the Chinese market has developed very well.

In Britain, the British market is better than before.

Because of the terrorist attacks, the Paris market has been affected by some bad effects.

People are very afraid of Paris.

Athens also performed well. Many Chinese tourists went to see the temple.

The Russian market is also recovering, but Ukraine is not quite the same.

In the US market, we have some problems in the shops of Fifth Avenue, Central Avenue, Manhattan, New York (because many people do not want to pass by at the entrance of the trump building).

8. take fashion week as an example. Big companies are making adjustments, and the biggest ones are small companies.

"After so many years, the fashion week in Milan has finally changed.

This is exactly what I want to see.

(Prada moved the women's show to July, and the men's show was adjusted from September to June).

For a long time, I want to adjust the time for women's wear.

If I don't do it, sooner or later, someone else will do it. "

"I'm interested in many things.

Fashion comes from new things and new challenges, and there are also some spirit of freedom.

If fashion really has rules, it's a big mistake.

There is no right or wrong in fashion.

The brand should do everything that feels right.

The adjustment of women's wear show to July will bring convenience to the production belt, and the adjustment time of men's wear show is also the reason.

These changes will have a greater impact on small companies. We should also keep our eyes open to see how the changes we are driving will affect them.

You can see that digitization is the first thing that has been done well by small companies and small brands.

Then invest in, and the gap between big companies and small companies will also increase.

More attention, please pay attention to the follow-up report of world clothing shoes and hats net.