Why Luxury Marketing Loves Gossip Entertainment, But Product Design Is Mediocre?

Brand operation is good at looking at data.

But it is not objective to judge the market only by looking at the data.

Because aesthetic consumption itself is a kind of psychological need of social behavior.

We are engaged in the fashion industry, not because of the beauty of aesthetics.

Instead, we are good at capturing market opportunities behind aesthetic needs.

The following is a personal interpretation of Prada2018 spring and Summer Theme Design.

Prada (Prada) 2018 spring summer posters, the theme is real cartoons.

It is easy to see the target customers' demands of Prada from the theme design.

Although the model is young, the symmetrical design has already set out who the target audience is.

In view of the aesthetic commonality of the global market, the shape of the style can not be changed so much that only patterns and fabrics can be used.

For example, to be younger, choose only bold colors from the design.

The design of the bag is to make the articles full of patterns, and the design techniques are still conservative and bold in design.

And the design of the pattern is to carry out the leopard print and the abstract pattern.

Because this pattern does not pick nationality, does not pick the appearance, and the symmetrical design, creates the young and middle-aged girl style relaxed to decide.

Following the theme, it also has the shape of the relative curve, but it is still a classic conservative line.

The goal of luxury brand design is to meet the global common aesthetics.

Advocating the classic design route and expressing the design changes are mainly about the color and material.

Then, using the packaging and advertising creativity of tall people, I will expound my unique values and tell the consumers' aesthetic consumption mood and pursuit of quality in the upper class.

The truth is that the upper class loves the masses of luxury brands only a small number of people.

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There are several types of customers who like to buy luxury brands for a long time.

1 suddenly the well-to-do crowd.

In the past, there was no consumption of compensatory consumption and trial consumption demand satisfaction. This is also the reason for the rapid growth of luxury consumption in developing countries, because this stage is a trial consumption.

When consuming luxury goods as a status and compensating people, they do not necessarily like the design of luxury brands, but they care more about other people's vision and evaluation. Sometimes they are also a social need.

2, because of the cultural and physical characteristics of the fixed consumption values of the population type, such as facial features tight, regular people, typically Japanese, Japan used to account for 40% of global luxury consumption in 80s, and today is the second largest luxury consumer market in the world.

This is not only because Japanese consumption is high, but the personal view is that the consumption values brought about by the appearance of temperament have played a great role.

Because those simple rules and high quality are not the mainstream consumption styles of Japanese people, of course, there are many other people in other countries.

3 the high-end people who really have the strength of consumption and really pursue quality are among the mainstream consumers of luxury consumption.

The 4 is to spend luxury goods as a social and popular consumer. They are the main force of the new generation of luxury goods.

They often get the fashionable view of the so-called star net red from entertainment gossip. They do not have the economy of the rich, but they also strive to consume the quality of the rich.

They are the crowds of luxury brands competing to curry favor with each other. They are the key promotional targets of luxury brands, such as how stars dress, how to understand fashion, and even guide consumers to wear expensive.

From the above 18 spring and summer theme promotion, we can see that PRADA is hoping to attract young people who are eager for the upper class life, but they can not throw away the main consumers of the middle and old age in the whole world. So we can see the phenomenon of the integration of young propaganda concept and conservative product design.