Karl Lagerfeld Is Actually A Marketing Genius.

In March 5th, the French classic luxury brand Chanel held a 2019/20 autumn and winter clothing conference in Paris The Grand Palace (Grand Palais), showing the last work of Karl Lagerfeld, the former creative director who died in February 19th.

While lamenting his amazing design talent, people are also remembering and summarizing his legacy for the luxury industry.

Karl Lagerfeld, known as the "fashion king", has always enjoyed his unique commercial talent in addition to the highest spirit of work and the precise anticipation of the trend.

Although Karl Lagerfeld himself is not interested in business and marketing at all, he even thinks these are vulgar.

But it is undeniable that he has a natural instinct for commercial means.

He has created a template for the modernization of traditional brands, enriching the brand content through "telling stories", increasing the brand's soft power, and improving the price of clothing on the basis of this, thus bringing more profits to the brand.

Looking back on his career, he not only used the unique marketing methods to help Chanel get a new life, but also developed the definition of luxury to a new height.

Elodie Nowinski, a professor of fashion research at EM Lyon Business School, once said, "Karl Lagerfeld is a rare marketing genius.

He knows how to design inspiration from high order clothing and enhance consumer desire for goods.

Investment pays off.

If we take the case of "Karl Lagerfeld how to regenerate Chanel" as a case, many professionals may have no clue.

Because Karl Lagerfeld is too capricious, he only does what he wants to do, but every step is wonderful.

He was very clear about the key points that Chanel brand must have in every stage of development and always actively made changes.

He once admitted that he did not understand the complicated and difficult rules of operation, but he always believed: "investment must be rewarded."

Take the 2013 Chanel advanced hand-made workshop M Ye tiers d 'Art series for example, the cost of its release is about 3 million US dollars.

Karl Lagerfeld said: "the budget is not in my consideration.

Realizing my idea does not cost too much money, and money is also the meaning of luxuries.

All the investment will bring a lot of rewards. If someone feels that they can get the same effect without spending a milli per cent, they are totally wrong. "

In addition, Karl Lagerfeld's good and tolerant character, in the face of rigorous and uncompromising attitude, has helped Chanel form an elegant and team oriented corporate culture, which has greatly enhanced brand cohesion and employee loyalty and enthusiasm.

Even though Karl Lagerfeld has always admitted that he is a complete "control freak", he has never been proud of the design of stores and licensed products.

He once said that his job is to attract people into Chanel stores, and other retail experience and consumer relations are all led by experts in the team.

Telling stories with big show

Since 1985, Chanel has acquired all kinds of advanced handicraft shops.

At present, there are 26 M handy tiers D Art handcrafts, all of which belong to Paraffection, a subsidiary of Chanel.

In doing so, Chanel has become the pioneer in the preservation of traditional handicraft shops, and is also the only brand that presents the exquisite workmanship of handcrafted artisans with the complete M tiers D "Art Workshop Series".

Its high quality handicraft workshop not only made Chanel have the advantage of creating unique and advanced garments, but also made the Chanel declaration stop using the rare leather and fur.

See the history report of "gorgeous annals": Chanel announces: stop using crocodile skin and other rare leather and fur.

In December 2002, Karl Lagerfeld held its first M tiers d 'Art advanced manual workshop series in Chanel headquarters.

At the time, 65 guests were present, including Chanel's rival Herm e s and the chief executive of the LVMH flagship brand Louis Vuitton (LV).

Although people can't remember the style of clothing at that time, they all admit that this is a forward-looking press conference.

The annual Metiers d 'Art advanced workshop series has not only become the inspiration source of Karl Lagerfeld, but also the main source of Chanel brand content. It tells the story of the founder's Coco Chanel growth history and clothing design inspiration.

The impressive story and the atmosphere created by the show make the price and collection value of the Metiers D Art series rise, and indirectly increase the price of the brand clothing.

In 2012, the Metiers d 'Art advanced workshop series was held at Linlithgow Palace, which was born in Queen Marie of Scotland. Karl Lagerfeld told a short video about the sigh of love between Coco Chanel and the richest queen of England (Duke of Westminster), the origin of the brand between the brand and the senior cashmere workshop, and the birth of the classic tweed suit, which can be called the "textbook story telling" paradigm.

In order to further increase the topic of brand, Karl Lagerfeld also applied "Scene Simulation" in other fashion show.

Whether it is the 2017 autumn winter series rocket, the 2018 autumn winter series forest or the 2018/19 M tiers d 'Art workshop series of ancient Egyptian Museum, every Chanel show will become a hot topic that people enjoy.

Keep consumers fresh

When Chanel was the creative director, Karl Lagerfeld found that fast fashion brands Zara and H&M made consumers more pleasant surprises and kept the brand fresh.

(he was also the first fashion designer who joined the fast fashion brand in cross-border fashion, when he and H&M limited cooperation money was stolen on the shelves.

In order to adapt to this trend, Karl Lagerfeld has been increasing its workload. During a vacation to Saint-Tropez (st ropey), Karl Lagerfeld discovered the lack of specialized holiday equipment in the Chanel store. In 2018, it launched the winter sports capsule Coco Neige and the beach vacation series Coco Beach.

Karl Lagerfeld has always said, "fashion is continuous exchange of ideas.

Past achievements are not important. The most important thing is the contribution made to fashion development.

Constant challenges are also what attracts me to this profession.

Through the continuous introduction of new products, Chanel has attracted more and more consumers.

This way of operation has also attracted the imitation of other brands, but many designers complain that this continuous new speed is too stressful for themselves.

Karl Lagerfeld said: "a good salary is enough for us to bear the pressure.

If it can not be accepted, then simply do not do the job.

In March 5th, Chanel pformed Paris's The Grand Palace into a ski resort at the foot of the Alps.

As usual, all the audience received the invitation signed by Karl Lagerfeld.

The card is printed with the self portrait of Karl Lagerfeld and Coco Chanel and his handwritten phrase "The Beat Goes on".

(rhythm continues... ")