Pietro Beccari: Luxury Brands Need A Three-Dimensional Lifestyle If They Want To Succeed.

Chairman and global CEO Pietro Beccari believes that

If we want to succeed today, we must show our customers a three-dimensional way of life instead of just delivering a simple product.

One afternoon in the midsummer, the first floor of the red hall in Sanlitun, Beijing, was divided into two circular display areas by a dozen bright glass cabinets. In the middle of the 6 glass cabinets, there were 6 celebrities in different fields.

The limited edition Fendi Peekaboo attracts visitors to stop and wait.

This is the exhibition site of Peekaboo Project charity project in China.

Fendi chairman and global CEO Pietro Beccari holds champagne, full of smiles.

As the Italy luxury brand Fendi chairman and global CEO, he is immersed in a good news at the moment: the global luxury industry is growing at an analyst rate.

Pietro Beccari, Fendi chairman and global CEO

According to the world clothing and shoe net, in May this year, Bain consulting released a report that the luxury industry's total revenue in 2017 will rise to 254 billion to 259 billion euros (1 trillion and 940 billion to 1.98 trillion yuan).

The report also said that by 2025, the "millennial generation" will occupy 45% of the total consumption of luxury goods, of which more than half will be Asian consumers.

At the same time, the performance of LVMH group, the parent company of Fendi, is also rising.

According to the financial report, all sectors of the Group recorded double-digit growth in the first quarter of 2017, including LV, Fendi and other fashion apparel sectors.

"I am very proud that the turnover of Fendi exceeded 1 billion euros last year. It is hard to imagine such a sales target before 5 years ago."

Pietro Beccari happily told reporters.

Bringing Peekaboo Project to China also shows that Pietro Beccari has to convey the most important message to "the most important guests".

"China's customers, of course, are our most important guests."

Pietro Beccari said, affirmatively.

However, when talking about how to create a new market in luxury brands, Pietro Beccari told reporters: "Fendi fashion is a three-dimensional concept.

Fashion runs through different fields of life. It may be sports, drama, or other aspects of life.

Fendi hopes to present a three-dimensional and all-round way of life to consumers.

This is also the brand value of Fendi.

One

Stereoscopic thinking

Before delivering the Fendi three-dimensional and comprehensive lifestyle to the consumer, the leader revealed to reporters that in his career, a stereoscopic way of thinking has been summed up.

Prior to holding Fendi in 2012, Pietro Beccari had served LVMH for 6 years, and joined LV group (Louis Vuitton) of LVMH group in 2006, and became Vice President of global LV in 2009.

Before that, Pietro Beccari had worked for 10 years in the cosmetology and personal care department of Henkel group, Germany.

Celebrities and top brands take part in FENDI CHINA PEEKABOO activities.

From the field of mass consumer goods to the field of luxury goods, Pietro Beccari believes that the biggest difference between the two products is that the dimensions of consumer goods are relatively simple, while luxury goods have a richer connotation. Brands need to convey this to their guests from different angles.

This also allows Pietro Beccari to learn to look at problems with three-dimensional thinking.

In 2012, at the beginning of Fendi, Pietro Beccari successfully chose a new headquarters for this luxury brand with stereoscopic thinking.

At that time, there were two offices in Rome, Fendi, one located in the center of the city and one located in the suburbs.

When the Italy Cultural Palace, which had been idle for 72 years, appeared in front of him, Pietro Beccari saw its potential value at the first glance - he hoped to repair it.

On the one hand, it opened up an office area and set up a new headquarters for Fendi, which is located in the area where more than 500 employees of Fendi are distributed around Rome. On the other hand, a public area is opened for tourists to experience.

FENDI CAF in FENDI headquarters building

But it is not easy to achieve this desire. Pietro Beccari has used his charm, business logic and investment to achieve this paction.

"We use the number of tourists visiting 7 museums in the region to serve the government and local institutions," explains Pietro Beccari. "All museums add up to not many tourists. It is very illogical to invest heavily in building a new museum.

I said, "I can bring 260 euros a year rent, to open this building, so that it is given new life."

The price of local housing has risen by 28% since we came. It has been a good deal for us and the local government. "

Two

Multi faceted Fendi wins young people

When Pietro Beccari took charge of Fendi in 2012, he was faced with how to attract more young customers in a depressed market.

Three dimensional thinking has made him.

After taking office, Pietro Beccari discovered that Fendi has not only a long history of a luxury brand, but also a distinctive, interesting and unique character.

"Like other luxury brands, Fendi also has its own iconic products, but at the same time, unlike other luxury goods, there are so many rules. We are more fun, more fun and more daring."

Pietro Beccari told reporters, "for FENDI, design is the main spirit.

Therefore, we will pay more attention to innovation in design and try to cooperate with many different designers. "

From the product point of view, Fendi, already 90 years old, is getting younger and younger. Its fun is magnified. The little monster series handbag is one of the performances. The KANI handbag series uses a cute square bag with lovely lace, and the Fendi's high-quality cortex makes the handbag compatible with the lovely and advanced sense.

Fendi's ready-made clothes series is also beginning to move towards the younger age: the bubble sleeve and skirt, the waist waist jacket, the waist waist and the vest, which show the curves of the youngsters are the most striking in the new series of Fendi.

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Some people have commented that stereoscopic is the innovation of Fendi in fashion, and fashion should say goodbye to planarization design as early as possible.

Combined with the fun and cool sense of Fendi design, over the past two or three years, Fendi's young customers have increased rapidly. This is also the message Fendi wants to convey, that is, a high-end luxury brand can also be very interesting.

"No matter the design of the flower shoulder strap or the unique design of the handbag, we will be ahead of other brands every year and introduce a lot of innovative elements."

Pietro Beccari told reporters.

Three

Transmission and re pmission

"In my opinion, Fendi also needs to further enhance consumer advocacy and enhance consumer awareness of this brand."

Pietro Beccari, frankly speaking.

Boston consulting firm recently released the five major trends of luxury market in 2017, pointing out that 72% of consumers said they would use social media to communicate with their favorite brands.

Previously, compared with other luxury brands, Fendi did not advance in digital marketing.

In the report on luxury Digital Competition map released in Paris a few years ago, the degree of digitalization of C e line and Fendi is "behind the scenes" in all luxury brands.

Liu Wen cooperation FENDI PEEKABOO

Now, if you question Fendi's achievements in digital marketing, Pietro Beccari may jump up and argue with you.

"3 years ago, we had opened an online flagship store.

Every year, we will also set up online flagship stores in accordance with national plans.

Chinese consumers will usher in China's online flagship store in 2018.

In my view, Fendi is a leader in the field of digital marketing in the global luxury sector.

Pietro Beccari told reporters.

Fendi has successfully made up patches in the field of e-commerce.

Since its slow start in 2014, Fendi has begun to expand its electricity supplier channels in 24 European countries.

Next, Japan and the United States have established e-commerce channels.

The 6 Fendi Peekaboo, which was displayed in front of Chinese consumers, immediately boarded the official WeChat platform of Fendi immediately after the day's activities.

It is understood that the two handbags designed by Ye Jintian and Liang Yuan Wei are priced at RMB 180 thousand yuan, each of which is 1 yuan in the world. Although the price is high, it is a unique design from the artist's hand, and the two line was soon bought.

Yang Lan cooperation FENDI PEEKABOO

Yang Lan cooperation FENDI PEEKABOO

Pietro Beccari is very satisfied with the strong achievements of Fendi business platform.

McKinsey's recent report on luxury consumption habits shows that sales of e-commerce channels account for 6% in total sales, about 15 billion 500 million US dollars (about 96 billion 230 million yuan). This figure will increase by 5 times in 2025, and the proportion of electricity supplier sales will soar to 28%.

This means that the sales performance of e-commerce channels will directly affect the total annual sales volume of luxury goods.

In addition, in order to attract the millennial generation, Fendi created a F is for.

New website.

Unlike other luxury goods shopping cards, the site can't shop, but you can enjoy Fendi's clothes, shoes, sunglasses and other peripheral products. You can also see beautiful models, fashionable photos, interesting bars, and Rome's view of Fendi's eyes.

Entering the website, the youthful feeling that comes from the face makes people wonder where the high cold brand has gone before. Industry analysts say that the contents of interviews, pictures, videos, music performances and so on are included, "F is For..."

The way of showing is simple and convenient, and is suitable for the two time in social media. This is also the most popular way of sharing among young people.

According to Fendi global communications officer Cristiana Monfardini, she does not want to accomplish these creative contents under the pressure of selling, only wants to communicate with young people, tell them what kind of brand Fendi is, and what the value of the brand is.

Peekaboo Project is also launched by Pietro Beccari. He hopes that this project will enable Fendi logo products to be passed on, and adopt limited edition customization. It also conveys to Fendi customers the values of "customizing their favorite Fendi handbags".

After all, Fendi's DNA and its advantage lies in its creativity and customer's self customization.

Pietro Beccari added.

More importantly, celebrities in every collaboration come from different fields. This is also the way Fendi wants to show their customers the "all-round way of life".

Pietro Beccari also stressed that both the electricity supplier and the entity store should be managed with three-dimensional thinking, which is the principle of invariance.

"Fendi is not only a brand and product, but also a way of life".

"For any brand, if we want to succeed today, we must be able to present a way of life to its customers instead of just delivering a simple product."

Pietro Beccari said, "because the product is only a single product, the new product will be replaced in the next season. But if a brand has the ability to reach a consensus between its deep-rooted values and customers, encourage and inspire customers to feel a certain way of life led by this value, it will be a winning brand."

Following the trend of entering the electronic business platform, another advantage of Fendi is that it grabs customer information.

"We have a better understanding of consumers."

Pietro Beccari said.

This is undoubtedly the most important bargaining chip for consumers in the Internet field.

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