Metropolis: My Rising Life

Chapter 21 Real fashion luxury circle

Luxury goods are also divided into three, six or nine grades. In the field of fashion, such as Hermès, Chanel, Gucci, Versace, Armani, Dior, LV, etc. can all be called luxury goods.

However, among these luxury goods, only Hermès can truly be at the top of the comprehensive field. Every woman is eager to own a Hermès bag. This is not a joke, but a real situation.

Of course, if you have to limit luxury goods to women only, Chanel may be better. As for other luxury brands, although they are still luxury goods, they will be overwhelmed.

Like LV, it can only be regarded as a mass luxury product, not worth mentioning.

If luxury goods want to maintain their position, the most important thing is to pay attention to their own style. In this regard, Hermès and Chanel have done very well, and since Dior has been acquired by LVMH, the world’s largest luxury goods group, It began to become kitsch.

In order to cater to young people and to cater to the aesthetics of NEW.MONEY, Dior can be said to have lowered its value. Although this may bring some revenue for a short time, it will reduce its brand value in the long run, but this is the operation of others. The strategy may be to increase revenue, and no one can control it.

And brands such as Chanel and Hermès still maintain their high style and only serve the old aristocrats who are truly tasteful of OLD.MONEY. This makes them taller and they are in the field of fashion. In the eyes of people, this status is naturally distinguished.

Even for brands like Chanel, they will not even notice a price increase of 20% or even 30%. Why? This is to continue to select user groups, so that the real upper class can be distinguished from the nouveau riche and the bottom dicks, and to deeply grasp the psychology of their customers.

What the rich people like most is to distinguish themselves from the poor in terms of food and clothing costs, and to show their status. Your increase from 300,000 to 400,000 makes no difference to that part of the customer group. It seems that the price increase will make a part of the middle class. The loss of customers, but in fact, the total revenue will not change because of the increase in prices. Instead, the customers will be accurately positioned on the highest-end group of people, which enhances their brand value.

The field of fashion is a very complex and huge field, which cannot be played by money alone. For example, there are a lot of twists and turns in ‘customization’.

If you just spend money to find someone to make a piece of clothing for you, it is also called customization, but in the field of luxury goods, the real customization is ‘high-definition’.(Read more @ wuxiax.com)

The origin of Couture can be traced back to the famous decapitated queen Marie Antoinette. In the 1940s and 1950s, the concept of Couture was even written in the law by the French government. There are only a few brands that make haute couture clothing. These brands can be found in the Paris Association. The remaining brands dare to say what haute couture, they are all “haute couture” and “custom”. The concept confuses the nouveau riche who don’t understand.

And if you want to become a high-end VIP customer of those specific brands, you don’t have to have money. Take Chanel as an example. You probably spend 10 million at Chanel every year, and people will consider you as the object of inspection. Your taste, social status, and many other aspects will be invited to make you a high-end VIP. If you are a coal boss, you will not invite you no matter how much you spend, which will reduce the taste of other brands.

Don’t blame people for so many things. These high-end clothes are not rushed out in the factory. They are all made by hand-made workshops. The annual output is naturally limited. Therefore, the brand owners are more concerned about maintaining old customers and their own style, rather than Expand new customers.

We must know that among the old customers with high-end luxury brands, there may be royal families from various countries, members of aristocratic families for hundreds of years, or high-grade wealthy people who have bought clothes for 20 to 30 years. In this case, how can people care about you as a newcomer? Even if you are the president of the United States, you may be ignored. For those world-famous luxury brands, the so-called president’s reputation is meaningless to them.

Money can solve 95% of the things in this world, but in the end there are 5% of things that cannot be solved with money. The real upper class circle is very small, and entering that circle is Chen Yi’s goal!

Besides, those high-order clothes are not worn daily at all. The upper class people always attend various dinners, dances and the like. They cannot always wear one piece of clothing. This is the role of high-order clothes, because each piece is unique. As for everyone’s daily life, in fact, they usually wear these luxury garments.

Well, of course not all high-end brands are so troublesome. For example, Armani’s high-end models can be ordered by you with money, but as I said at the beginning, luxury goods are also divided into different categories. You wear one. Armani’s Haute Couture is very powerful in the eyes of ordinary people, a piece of clothing is hundreds of thousands, but in the eyes of real high-class people, you are not qualified.

There is not much difference in the price of high-end clothes of these brands, the difference lies in the brand’s premium and style.

A lot of Chanel’s brand is strong, but Chen Yi finally turned his feet and walked into the Hermès store.

No way, Chanel’s main customer target is women. Although there are also men’s clothing, they are relatively small, and they are usually overcoats and furs. If Chen Yi is carrying a girl, it is natural. I bought it at Chanel, but if it’s just myself, go to Hermès.

Walking into the Hermes store in Plaza 66, there are not many customers inside. When the clerk and counter sisters saw Chen Yi, they all beamed with his looks and temperament, but they were not enthusiastic. They were treated like Chen Yi in the Ferrari store. completely different.

This is actually understandable. Although they are all high-end brands, Ferraris are worth millions, and the sales staff of selling a car have a high commission. They will naturally maintain the best service attitude to everyone. If When I met someone with a low-key dress like Chen Yi, I made a profit by selling one.

However, the luxury items such as clothes are different. The commission for selling a piece of clothing from SA (sales) is not as high as expected. If SA (sales) spends a lot of time to introduce it to you, it would be okay if you buy one for the sake of pretending to be B. , If you just look at it and don’t buy one, these SAs will be exhausted after a day.

Therefore, the sales staff of these high-end luxury brands have long developed a pair of glamorous eyes. They can tell from your clothes and jewelry whether you have money. Chen Yi is now wearing a public stall without wearing any famous watches. In the eyes of those SAs, they belong to non-consumer groups, so they are naturally not particularly enthusiastic.

Of course, if you ask them questions, they will answer you too. This is the basic quality of these luxury brand sales, but they will never take the initiative to you after seeing that you are not a consumer group.

Although Chen Yi’s temperament is different from that of ordinary people since he got the title, but temperament will be cultivated for a long time according to people’s occupation, habits and so on. “Wealth” can never be seen from temperament, only from those outsiders. It is felt on the material, that’s why some people say that they rely on clothes, horses and saddles. If you put Daddy Ma’s face in a beggar costume, who can tell that he is rich?

Of course, Chen Yi doesn’t care about the lack of enthusiasm of these cabinet sisters. That’s the way people work. If you get angry at this kind of thing, you will only lower your worth. Taking out the money and directly hitting the face is not an upstart Low. What people who aspire to become a nobleman should do.

But I still feel uncomfortable. It’s a person’s heart. Chen Yi has a calm aura. Although he can’t let the Hermes brand kneel and lick, he has the ability to let these shop assistants kneel and lick! ! !

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