Business analysis and management rules of high-end women's clothing brands
In contrast to general women's clothing brands, high-end women's clothing can better reflect a woman's identity and luxurious life, and is a consumer product far away from ordinary class women. , so in essence, haute couture is a luxury consumer product. Based on this understanding, the marketing of high-end women's clothing can only successfully operate high-end women's clothing by following the brand management rules of luxury consumer goods.
Luxury consumer goods is both an objective concept and a subjective impression, which has a derogatory connotation in our ethics. What is a luxury item to some is a commodity to others. Some brands are rated as luxury goods by 50% of the public, but as ordinary consumer goods by the other 50% of the public.
Management analysis of high-end women's clothing brands
From an economic point of view, luxury goods refer to products with the highest value/quality relationship ratio on the market. Understanding high-end women's clothing brands should be from this perspective To start with, it should not just refer to the "high fashion" produced by the 18 brands awarded titles by the Paris Haute Couture Fashion Council. The word "quality", according to economists' measurement scale, that is, tangible standards, McKinsey defines luxury goods as "goods priced higher than mass consumer goods". This economic definition encompasses the concept of a brand's fundamental utility. The key issue here is not the absolute price, but the price difference between luxury goods and ordinary consumer goods. In the same way, the dividing line between high-end women's clothing brands and ordinary women's clothing brands is the price difference between them.
What does it mean to define haute couture as a luxury consumer product? What are the elements of luxury it represents? Etymology can help clarify this concept. Luxury comes from "Lux", which means "Light" in Latin. This can understand the typical characteristics of haute couture as a luxury product: haute couture brands are flashy. The visibility of high-end women's clothing brands is critical. Luxury should be visible to consumers. Therefore, high-end women's clothing externalizes its internal characteristics through logos: the brand's mark must be visible and tangible. For example, in the design of all product sub-brands and sub-brands of GianniVersace, you can easily see the "Mdusa Gorgon" head on the pattern or hangtag, symbolizing the mythical design spirit of GianniVersace and representing fatal attraction. , her beauty captivates people's hearts, turning those who see her into stone immediately. Versace has been pursuing this kind of shocking power of beauty throughout his life. His works always contain extreme perfection and a strong tension that is on the verge of destruction. The brand logo of haute couture is the embodiment of beauty and the ultimate form of artistic expression.
Haute couture is the embodiment of the advanced taste of an era and should inspire and inspire people. It represents the specific culture and lifestyle of senior white-collar women. High-end women's clothing brands have become "symbols of likability". Consumers need to define their own personality and buy a certain lifestyle. The discerning Italian designers Max Mara, Giorgio Armani, Gianni Versace, Gucci, Prada, Fendi, D&G? are increasingly Winning the favor of many followers because these brands interpret consumers' own cultural understanding and lifestyle identification. High-end women's clothing brands are not only consumer products, but also standards of elegance and interest for high-end white-collar women. Women need haute couture brands to express themselves so that they fit in with the interests of their social circle. High-end women's clothing not only relies on the trust of consumers, but also has its own mechanisms, strategic concepts and taste standards, and spares no effort to achieve these goals.
Just as light brings life and prosperity, haute couture brands also have symbolic meaning. In the United States, every high-end ready-to-wear brand has its own clear positioning, conveying the symbolic meaning of the brand itself. For example, ?Polo? represents the orthodox American middle- and upper-class lifestyle; ?Tommy? interprets the lifestyle of the younger generation of America; ?Naulica? means sports, travel and ocean; ?CK? represents compelling sexiness. and vitality. A high-end women's clothing brand should be the embodiment of creativity and inspiration. Enterprises that produce high-end women's clothing are composed of innovative elites. Their originality attracts the upper class and elite groups in society.
Haute couture also has high requirements for its consumers: the ability to pay for haute couture and the appreciation of the artistic taste of haute couture itself
In addition to etymology, sociology and history can also help us further understand The meaning of the word luxury. Luxury goods are a symbol of the aristocratic class and separate senior people from the rest of society. In this sense, haute couture solidifies and perpetuates the past aristocratic taste and status in the form of commodities. In a democratic society that has long since abolished the aristocracy, it is incredible that haute couture still retains and repeats certain social ideals and values ??of the aristocratic society. High-end women's clothing brands make their products famous all over the world and bring glory and dignity to the women who own them. Gucci is a typical example of this. The Gucci brand has always been famous for producing high-end luxury products. Whether it is shoes, bags or clothing, they have become the darlings of the wealthy upper class as symbols of status and wealth. The famous French fashion brand Christian Dior (CD for short) has always been synonymous with dazzling haute couture. He uses high-end gorgeous and high-quality fabrics to present dazzling, gorgeous and elegant women's clothing, which has attracted much attention from the fashion industry. He inherits the tradition of French haute couture, always maintains a high-end and gorgeous design line, fine workmanship, caters to the aesthetic taste of mature women in upper class society, and symbolizes the highest spirit of French fashion culture. The Dior brand has a very high status in Paris. Therefore, high-end women's clothing is not just clothing, its social significance is much richer and more eye-catching than ordinary women's clothing brands.
Management rules for high-end women's wear brands
As a luxury brand, the management of high-end women's wear has its own characteristics and rules. For example, high-end women's clothing must treat long-term customers and non-customers differently, safeguard the rights and interests of customers, create a sense of superiority and distance for women in the upper class of society, and cannot be confused with the general public. Set up barriers to uninvited guests through sales methods such as price, exclusive sales, and transcendent aesthetic taste. We want to make high-end women's clothing brands the ideal clothing that all ordinary women dream of but can only be owned by a few women.
This dialectical relationship between inside and outside is also reflected in the media. Strengthening the brand awareness of high-end women's clothing consumers is much more important than actual sales. The huge gap between the number of people who know the brand and the number of people who actually consume it is precisely the key to the great charm of luxury goods. Popular women's clothing brands are exactly the opposite: expanding their popularity and encouraging mass consumption, rather than inhibiting consumption. Because of this, a pair of small Chanel earrings sell for as much as 900 yuan, while a Hermes scarf sells for as much as a thousand yuan or even thousands of yuan.
On the contrary, it is impossible to maintain the interests of customers without taking measures to curb consumption. Although modern society is a democratic society, people are still indispensable for class, status, and class. Once supermarket shelves are also stocked with high-end brands, this difference disappears. For example, in France, the large number of Vuitton handbags on the market has affected its reputation as a luxury brand. Likewise, Chanel's T-shirt sales far exceeded expectations. There is no doubt that the name Chanel is loved by women. In the process of marketing such a small T-shirt, marketers overlook a key factor: the product must be consistent with its brand identity, otherwise it is just a brand logo. A true high-end women's clothing brand must be consistent on the outside and worthy of its name. If there is a disconnect between the two, high-end women's clothing brands will follow the same trend as popular women's clothing brands. When high-end women's clothing brands retreat first and no longer adhere to the high-end brand strategy, it is equivalent to encouraging consumers to buy fakes. What they sell is not a product, but the last halo of the brand.
From the perspective of short-term interests, large sales and the issuance of additional franchise store licenses, expanding brand products and increasing business varieties are all relatively affordable strategies. However, the result of this is at the expense of the democratization, popularization and rapid commercialization of high-end women's clothing brands. High-end women's clothing brands should maintain a certain distance from the public so that consumers can enjoy the sense of dignity of the privileged class. The lessons in this area were very profound for Saint Laurent. When Saint Laurent founded his own brand in 1962, he was only 26 years old. At that time, he was already very famous. His talent made Gabrielle Chanel (CocoChanel), the leading French female designer at the time, regard him as his heir. Saint Laurent reinterprets the concept of modern fashion.
In terms of business operations, he was the first person to treat garment design as a serious business operation, and he was also one of the first people to promote sales growth through brand registration. This strategy ultimately destroyed the Yves Saint Laurent brand, which produced a wide range of products, from Yves Saint Laurent cigarettes to Yves Saint Laurent plastic shoes sold for $125 on the Tokyo subway. With nine different store designs around the world, a lack of coordination among the various trademarks used to mass-produce a range of cheap goods further shattered the brand's unified image. In the early 1990s, some high-end department stores drastically reduced the prices of this brand's products, allowing it to be quickly overtaken by brands such as Armini, Chanel and the later revived Gucci. Yves Saint Laurent's strategic mistakes caused it to collapse. In the end, it was acquired by Gucci and reshaped its image before it returned to the pinnacle of fashion. ;