The classic marketing strategy of European classic luxury goods

What is luxury? In terms of its characteristics, luxury goods have rare, expensive, and non-essential characteristics, and 95% of them are specially provided to the top of the social pyramid. However, luxury goods are not far away from us. In the events of the stars giving up the insults of luxury goods, in some film and television works and in people’s lives, we can see the existence of luxury goods. Take the “Little Times” movie trilogy as an example, there are frequent luxury brands, such as Hermes, Louis Vuitton (LV), Chanel, Prama, Gucci, CK (Calvin-Klein) and so on. Some of these luxury brands originated in Europe from the 19th century to the early 20th century. They still have a world-famous reason, and they have a lot to do with their brand public relations and marketing operations.

Exquisite workmanship to “perfect”, at any time to show “prestige”

Looking back at the production process of these luxury goods and the narrative content of the brand, the most impressive thing is that these luxury goods are often produced at any cost, with special emphasis on excellence and pursuit of perfection. They attach great importance to manual production in the production process. For this reason, they spend a lot of time and produce a limited number of products at a slow speed. The products thus produced will bring unparalleled sense of honor and greatly stimulate potential customers. Their possessiveness makes them the best and most valuable luxury. Customers who buy these luxury goods have a common feature, that is, not only have money and leisure, but luxury goods not only satisfy their psychology of displaying money and identity, but also satisfy their pursuit of intangible value, and keep them busy. The general public is isolated.

An important reason why the top luxury car Bentlev is expensive is that it is handmade. This car, which was born in the early 19th century, particularly emphasizes its British aristocratic lineage and purely hand-made characteristics in its brand narrative. Of course, it also includes a slow and meticulous production process. It is said that during the production process, Bentley only moves 6 inches per minute on the production line. It takes only one week to produce an ordinary car on an industrial production line, and it takes half a year to produce an expensive Bentley.

Some luxury items in their stories emphasize the word “waiting”, that is, “use time to find a beautiful”. Because of the famous saying of the sexy goddess Monroe, “only wearing Chanel No. 5”, Chanel’s No. 5 perfume launched in 1921 is world-famous, but even more so for Chanel customers, this perfume is trying to create a kind of cost at any cost. The ever-changing taste of women is a mixture of more than 80 kinds of flowers. The flowers are picked by hand. The most skilled workers can only pick 500 to 700 grams of flowers per hour, and the harvested flowers can only be produced for 350 kilograms. 1 kilogram of essence, taking 550 grams of essence. Such a complicated process has created the success of No. 5 perfume.

Chanel’s high-end ready-to-wear has a similar story. Usually, a custom-made kit of Chanel takes 120 hours to produce, and a set of evening dresses takes 230 hours to complete. Chanel’s founder, Gabrielle Bonheur Chanel, also showed her “artisan spirit” in the design of the ready-to-wear. Some people saw that she often worked with the staff to constantly adjust the clothes on the model, from the ruffles to the armholes, etc. Any detail has been perfected before it is stopped. It is said that there was a set of suits that were modified 35 times before and after she was satisfied, causing the staff and models around her to be exhausted. This habit even lasted until the day before Gabriel Chanel died.

Louis Vuitton’s brand narrative is also full of exquisite workmanship. It claims to insist on selecting materials for specific parts. For example, the leather used for the production uses French or German cowhide, and the canvas used is a special fabric for oil painting. And special waterproof materials to create extremely high quality luggage. Louis Vuitton also limits the time of each process, such as the production of a luggage handle not less than one and a half hours, making a wallet or even through 1000 processes. Louis Vuitton also strives for excellence in the locks of luggage, which was introduced in 1890 and has been used until now, with the help of multiple brake bolt locks, allowing customers to open all their suitcases with just one key. The lock body is sturdy. It is said that there was a thief who spent more than two hours on T2+ and could not open a Louis Vuitton-lock on the box. Some even joked: The thief should try it with a big hoe.

The Patek Philip De watch, born in 1838, also attaches importance to technological innovation. From 1949 to 1979, it won more than 40 patents. Patek Philippe has a longer production time. It is said that a typical style watch takes 9 months from design to delivery, and special styles take 5 years, and the longest can reach 9 years. At the same time, Patek Philippe also claimed that in order to train a good watchmaker, they can spend 10 years.

Hermès often declares that time is a guarantee of quality. Its special handbags have to wait for a long time from reservation to production, because it is said that each piece of leather in the handbag takes one or two years to find, and then it has to go through multiple complicated processing steps to make each one. Handbags or leather goods are handled by a craftsman. Hermès craftsmen use a classic saddle stitch method, which has been used since the 19th century. All but the zipper and inner bag are hand-stitched. Some handbags need to wait for more than one year to get, but customers are not afraid to wait. After all, the more they wait, the more they expect.

The price is very high, “stunned” to the public, narrow public communication “lead” wealth

A typical luxury brand will have a stepped price based on its product grade. Some brands will have some gadgets, such as sunglasses, small leather goods, etc., ordinary consumers can afford to pay for it, but the most popular seasonal clothing, shoes, bags and other main products, but It is not something that the public can afford. Some rare styles are more expensive, even without a ceiling.

Louis Vuitton has a wide product line that sells low-priced small items, allowing civilians to feel the joy of impulsive consumption, making them the communicators of the Louis Vuitton brand and potential consumers in the future. However, Hermes is different. It set a high price threshold from the beginning, targeting the top customers, and even some products are not clearly priced, only the customers who really want to buy will know the price. And in terms of pricing, a Hermes handbag will vary in price depending on the region, leather, size and color. This mysterious and irregular approach of deliberately maintaining prices can stimulate the consumption of top customers.

Will the high price lead to a shrinking customer base? This is hard to say, but what is certain is that too low a price is likely to cause trouble for the brand. Parker used to be the royal pen brand of the British royal family. It became a luxury stationery because of its high quality and high price. However, in 1982, the company developed a wrong strategy of “extending the brand to the low end” and sold a batch. The pen with a price below $3 caused the high-end image of Parker pen to be greatly damaged. As a result, the low-end market did not open and the high-end market also lost. In essence, high prices are the price announcements of luxury goods, which clearly identify the true nature of their service to the wealthy, forming an impression that everyone is eager but only a few can get. It is beneficial to maintain the relationship between luxury goods and specific customer groups by creating a sense of distance between luxury brands and the public.

After the formation of consumer barriers, how wealthy people are attracted to the door also becomes a problem. To this end, most of the various luxury goods use the “narrow crowd communication” approach, the customer segment has been accurately segmented and accurately positioned, and then special public relations, including cultural activities, customized advertising, niche magazine, top Consumption is passed on by word of mouth.

A seemingly casual, low-key, culturally advertised ad can also be a hint of understated luxury. For a long time, many luxury advertisements are not willing to show money, wealth and power directly, but through elegant art, high-end sports competitions and high-level landscapes to create a casual and elegant atmosphere. Then it is not obvious to deal with the symbol of the person brand or the product itself. Such advertisements are often implicit and implicit, but the cultural compartments and identity divisions formed are specific and have a significant effect on luxury brand building and marketing.

Bentley Motors is good at “narrow public communication”. It advertises, and it is locked in a few magazines fixed by readers to publish some soft articles. The content is basically the story of the brand, not the detailed technical content of the brand. Louis Vuitton’s early products directly served the European top dignitaries such as the French royal family, and later served the bourgeoisie, forming a top-level brand promotion. It often hopes that it will give people an impression of elegance and leisure, such as planting their own products by showing the traveller’s calmness. To this end, they even invited the second astronaut on the moon, Buzz Aldrin, the first female astronaut in the US to fly into space, Sallv Ride. Be an endorsement to create Louis Vuitton’s adventure travel narrative.

Chanel is particularly interested in the high-end female customer base. As early as the beginning of the 20th century, she actively provided customized services for the European royal family, and also designed watches and other products for some of Hollywood’s top actresses. When the ladies on the top of these society often show their grace in Chanel costumes, their noble and elegant brand image is further strengthened, and the desire for Chanel is also enhanced. The same is true of Hermes, the world-class movie stars such as Princess Monaco, the Duke of England, and Ingrid Bergman, who also have a fascinating connection with his brand.

The store “elegant” sincerely gathers people, the scene “luxury” becomes a landmark

A luxury brand, in the goal of creating top-level visual experience and super service enjoyment, will not compromise on shop location and store design. Because these high-end configurations enable customers to feel the luxury investment of top brands when they are spending here, they will experience the luxury of high-end status and status symbol, and the business will benefit from it.

When the Louis Vuitton brand was launched in 1854, it established its first travel luggage store in the bustling location of central Paris. Later, this store became the most distinctive leather goods store in Paris. Its leather window is called Paris. view. In 1885, Louis Vuitton opened its first overseas store in London, and then gradually hit the world. These stores have become the base for Louis Vuitton to expand the territory and form a perfect world sales network.

Hermès founded the Hermes harness workshop in 1837. In 1879, the second generation of Hermes set the head office on the famous Fubao Avenue in Paris. The opening of this high-quality store expanded the business of Hermès, a family-owned company, and gradually opened up the horse-riding market among European aristocrats. The Hermès brand also became a representative of French-style luxury consumption.

In 1847, the 29-year-old founder of the Cartier brand took over a Parisian jewelry store from the master. Due to its good development, in 1859 he moved the store to the center of Paris fashion, and gradually opened branches around the world, these stores have also become the development base of the Cartier brand. A building on Fifth Avenue in New York, USA, became the headquarters of Cartier in the United States. Interestingly, the building was replaced by a Cartier company with a pair of black pearl necklaces from a New York real estate tycoon.

The Gucci brand also has a similar legend. After opening a good store in Rome in 1938, Gucci began to go to the Italian market. In the Second World War, a large number of Allied soldiers purchased high-quality handbags, wallets, belts, etc. in the Gucci store as a souvenir to bring back to their country, and also brought the brand of Gucci to the world. Similarly, the Second World War also helped Chanel carry out the brand communication. At that time, Chanel’s Paris store gave some perfumes to the US officers and soldiers in order to show friendship, and inadvertently brought the brand’s reputation to the United States.

In the era of very convenient communication networks, stores still occupy a special position in the management of luxury goods. Some luxury brands have launched websites to promote their products and sell online, but some still insist on store operations, such as Chanel. In this regard, some insiders explained that if you want to buy Chanel’s clothing, you have to try them on, and you need to be modified by the tailor to help you fit. Unlike the general high-end ready-to-wear, Chanel’s clothing customization has reached its utmost in perfection, and the store has provided a perfect place for this, and continues to play the role of segregating the public.

Many famous brands have also set up their own brand museums. Patek Philippe has a world-class watch museum in Switzerland. After entering, you can not only see the tools and reproductions of watches and clocks, but also the products of Patek Philippe. On one of the main stores in Paris, Hermès displays the collections of the brand, from paintings, sculptures, harnesses to travel goods in the era of horse-drawn carriages, from a wide range to the European royal family and the US president. The coat of arms on a special carriage. This cultural collection greatly mentions the cultural taste and brand image of Y+T Hermes.

The preference for store selection has continued as some luxury brands entered China. In 1992, Louis Vuitton entered the Chinese market, because at that time there were few top shopping malls in China, and Louis Vuitton chose to set up stores in the most exclusive hotels in the city. With the development of the city, Louis Vuitton’s specialty stores and brand flagship stores began to appear in the best position of the top shopping malls to show their honor and luxury.