Why Does Chanel Attach So Much Importance To Customization Technology?

If the price of luxury clothing has been expensive to most people, then the price of the advanced custom series can make many people take a breath of cool air.

Advanced customization, which was established in nineteenth Century in the French court, has been in circulation for hundreds of years.

The word "Gao Ding" also represents the number of craftsmen, hundreds of hours of work and expensive raw materials consumed behind the product.

According to the world clothing shoes and hats net,

Recently announced that it will build a new office building for its 6 hand-made workshops in northern Paris, and invited the famous architect Rudy Ricciotti, who was awarded the National Architectural Award of France, to design in person. It is expected to be completed in 2020.

The building is located in the area of the bay of Belgium and the two storey underground, which has a total height of 7 stories, with a total area of about 26 thousand square meters.

Architect Rudy Ricciotti on the building.

Inspiration comes from the artistry of Chanel.

In his view, Chanel's handicraft level has both complex skills and academic sense, and is good at creating beauty with exquisite skills. Therefore, he integrated technical components into architectural design.

For example, the lighting of the entire building is largely the use of natural light, which will make all workshops full of sunshine like a huge garden, and at the same time obtain solar energy and achieve a sustainable development concept of environmental protection.

When the building is completed, Chanel's buttons, Desrues, camellia and feather house Lemari, embroidery workshop Maison Lesage, crochet embroidery workshop Montex, shoe shoe square Massaro and caps square Maison Michel will all move in.

These workshops are the makers of the 2018 spring summer advanced custom series released by Chanel in Hamburg in Germany the other day.

At present, these workshops are distributed in Paris City, Aubert Willy Jerzy Ch and Pang Dan district.

These creative workshops gather together to arouse people's concern about the professionalism of French fashion houses and to better understand the brand.

"At present, the workshops in the Bay and the Pang Dan area are somewhat saturated, so we want to provide them with the best working environment as far as possible," Chanel fashion director Bruno Pavlovsky said in an interview. "This is a bold innovation and a wonderful window to show the workshops.

Artisans in the workshop will understand our trust in them, and we will know that Chanel will continue to invest in handicrafts. "

In the past November, Pavlovsky publicly said it would not consider joining the luxury electric business temporarily.

However, the conservative attitude of the electricity supplier does not mean that there are no other innovative initiatives. The decision to establish a manual workshop headquarters is a good representative.

In addition to moving into the 6 workshops of the headquarters, Chanel also has the gold and silver decorations Goossens, the flower decoration mill Guillet, the glove workshop Causse, the fold mill Lognon, the cashmere mill Barrie Knitwear and the rough flower house A.C.T.3.

These workshops seldom meet with the public on weekdays, so they become the sacred gardens which are hard to spy on in the hearts of luxury consumers.

And in the 2016 autumn and winter senior custom series press conference, the Chanel art director Karl Lagerfeld, who is known as Lord Buddha, has boldly invited more than 80 craftsmen to the show.

Together with sewing machines, embroidery fabrics, fitting tables, fitting glasses, tape measures, pins and cloth, the nature of the play is the daily work scene.

At the curtain call, he took the two Chanel chief tailor and said, "they have advanced customization."

It can be seen that as the core business of luxury goods, the efficiency of the future handicraft workshop will be regarded as the important competitiveness of the brand, and Chanel's action is the embodiment of improving efficiency and optimizing business.

Hermes has announced two new handcrafts shops in France before 2020 to expand the production of leather goods and harness.

In this regard, Zhou Ting, President of the Institute of wealth quality, said in an interview that the future competition of the luxury goods industry will be controlled by the upstream industry chain and the control of raw materials in the production process.

In the trend of luxury market warming, brands will further polarize, and some luxury brands will become mass consumer goods.

Therefore, competition will return from brand competition to product competition, and finally to the competition of raw materials and special technology, and will gradually extend to the front-end of the industry.

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