Why Luxury Goods Are Favored

Fashion Designer

Yamamoto Teruji once said, "famous brand is armor, protect you from outside harm."

It is easy to imagine the inevitability and importance of famous brand.

In fact, the psychological value of a mature brand that has been working hard for many years is far beyond its material value. Therefore, appreciation and selection of famous brands are not just based on intuition and touch.

When people emphasize the cultural value behind the brand and the story behind the brand, people will really appreciate the taste of the merchandise from the luxury brand.

Brand endorsement for you

Behind every mature brand, there must be a brand image that can not be duplicated and irreplaceable.

When people choose brands, people actually choose their social circles and lifestyle as well as their public impressions.

People's clothing often reveals people's character, taste and level.

The middle class in the United States has a so-called standard image: successful men wear Ralph Lauren, their wives wear Dior, and lovers wear Versace. This is their unique temperament. This is not random, but a brand that has been built and guided for years.

Take Dior as an example, after John Galliano took over the brand, John redefined Dior women with the role of Nicole Kidman in the famous eye opener. Through a series of taboo, bold and even erotic advertisements, it successfully reversed people's impression of Dior's original engraving, and made the Dior brand closely linked to the characteristic of "all kinds of Customs".

Versace has always been playing the sexy card since its establishment. In Beijing, women workers at advanced night show once sold Versace snakeskin skirts.

In fact, it is hard for us to imagine the brand and manpower resources to build and maintain our image.

Burberry used to have a hot cap, but because of the favor of the British bullheaded party, Burberry, who thought it damaged the image of the company, immediately stopped the production of the hat.

A famous lawsuit between Chanel and angel, a perfume company, also reflects the efforts made by the brand to defend its image.

The reason is that angel imitated Chanel's most classic No. 5 perfume, affecting the unique image of perfume No. 5 established over the past decades. The court finally ruled that angel company had infringed.

This once again proves the importance of a virtual brand image.

The only way to make a successful brand is to make the product represent a certain group of people.

This is actually a core component of brand value.

In the past two years, LV has been spared no effort to promote its "core value" advertising.

This way of "not selling goods, only emphasizing the idea" is to make the brand better represent its consumer groups.

Of course, this is just one way. BV, which is famous for its low profile, is totally different from it. It does not add logo, but it achieves the indelible mark of another consumer group.

Rare and expensive social pass

Patek Philippe, the world's top watch maker, insists that you can't own a Patek Philippe, but just its custodian.

The implication is that the perfect quality of Patek Philippe can last for more than a century, exceeding the life span of human beings.

Whether they are Hermes, LV or Gucci, their leather products basically can be used for decades, and the old fashions such as Balenciaga, Lanvin and so on are often equipped with tailoring and material.

The guarantee of this quality is an important trump card for luxury brands.

More often than not, top brands are social passes for secret circles.

Celebrities and celebrities have played a lot of catalysis in this.

Such as Chanel's classic black dress and Tiffany jewelry worn by Audrey Hepburn in Tiffany's breakfast, the Givenchy frequently worn by first lady Jacqueline Kennedy, and the designer brand of Princess Kate wearing many times.

The high price of goods is the first threshold to have this social pass, and the second threshold is the taste and courage.

In recent fashion trends, such as YSL's dress dress, Balmain's leather jacket, Alexander McQueen's high heeled shoes, etc., who wears them first is a high-profile announcement to the surrounding world that you are a fashion leader and fashion designer.

And that's enough to get people to go to any of the top social venues.

"Rare" is still an indispensable element of the brand.

"Rare" and "limited" make people yearn for, create illusion, create desire and have the only sense of superiority.

American designer Tom Ford took the lead when Gucci was in a precarious position. The first thing he did was to recover more than 2000 trademarks sold before the company sold.

He is very clear: "no one will worship the cheap goods everywhere. If you want to return to the ranks of luxury goods, Gucci must be more reserved and be absolutely rare."

Gucci takes the way of reducing production and raising the selling price to shut out a large number of demand consumers.

It is hard to imagine that any other normal company in other industries will do this. However, for fashion and luxury goods industry, only by doing so can their products taste more "taste", so that these luxury goods are favored by people and even worship.