1. Historical precipitation
"Three generations can produce 1 aristocrat", which is more suitable for luxury goods. Without exception, all top luxury goods have many historical stories that consumers will remember and indulge in for a long time, and many brands even have a history of more than 100 years. Montblanc, which looks fashionable, is celebrating its centenary celebration; The history of blancpain, Vacheron Constantin and other famous watches can be traced back to1before the middle of the 8th century. Just as old wine is several times more expensive, consumers are willing to pay for this intangible history. History is the first element of luxury goods. If you want your brand to be luxurious enough, then talk about history.
2. Unique brand
1879, LarsOlssonSmith, the "king of vodka", created the continuous distillation method in Sweden, which was subsequently adopted and developed by absolute vodka. "Absolute Vodka" insists on brewing with natural water from Shenjing, a small town of origin, thus ensuring the quality of every drop of wine. This has also become the main selling point of "absolute vodka". Not only that, AndyWarhol, the master of pop art, also showed it to the world in another brand-new form (that is, "absolute art"). "Absolute vodka" has realized the combination with pop art, but it always revolves around the brand appeal of "absolute vodka": absolutely pure and unique.
Many luxury goods have this gene. Blancpain watches insist on hand-made without any diamonds; Lu strives for exquisiteness and simplicity; Prada pursues perfection ... these unique factors have become an important reason for consumers to choose them. The leaders of these brands stick to their own ideas, never go with the flow, nor cater to the public's preferences, because they just want to sell their products to people they like.
3. The power of legend
If we trace back to these brands, we can easily find that most brands are closely linked with a legend, so many luxury goods are named after their founders. Giorgio armani, louis vuitton, Bentley, Blancpain, Vacheron Constantin, etc. The founder not only created the original product legend, but also stipulated the unique concept and brand gene of the brand. Many brands can become luxury goods because they are handed down from generation to generation as family businesses, so that their craftsmanship and spirit are well passed down to this day. Louis Vuitton brand (LV) was founded by Louis Vuitton himself in 1854. Louis vuitton, the founder, was a technician who made travel bags for the royal family in the19th century. Thanks to his excellent technology, his reputation gradually spread all over Europe. Many brands began to be acquired by big luxury goods groups after the 20th century and began to operate in the market, but the essence of their brands has been passed down.
4. A limited number of classic works
When many luxury goods are commercialized, although they are expensive, they can still be bought with money. As a result, limited edition goods have become a great temptation, because it represents rare quantity, unique design and special commemorative significance. Limited edition products are "luxury goods among luxury goods", and its production principle is to make products too luxurious to be copied, and only a few people can own them at high prices. The core value of the limited edition is not the product, but the dream and exclusivity it can provide, which is the dream of luxury collectors. Every year, major brands in the world will rack their brains to produce limited edition products. From an economic point of view, limited edition products can not bring high profits to brands, but many brands are still willing to sacrifice some economic benefits to launch limited edition products, because manufacturers prefer to gain consumer loyalty and recognition from them rather than short-term benefits. If there is no limited edition product, this brand will definitely not enter the palace of luxury goods.
5. The secret of handicraft
In the era of mechanization and assembly line, people have a special affinity for hand-made things. People take it for granted that hand-made things are more "authentic", with excellent quality and rich connotations. Therefore, luxury brands with history will generally retain the traditions left by their handicraft era. Handwork takes a lot of time, so it's not surprising that luxury goods are expensive. Craftsmen in the Jura Valley process complex clocks and watches with simple tools day after day. LV insists that every rivet is hand-made; Many fashions are hand-sewn ... When a large number of high-quality cheap goods enter the market, handicrafts seem to be the most important factor for luxury goods to remain high.
Five methods of luxury goods marketing
1. Become attached to celebrities
/kloc-In the middle of the 0/9th century, Tiffany jewelry was designated as royal jewelry by monarchs all over the world. This history has enabled Tiffany to successfully climb the noble branch. Since then, owning Tiffany jewelry has become the dream of many people. Many luxury brands have a history of becoming attached to the royal nobility. In modern times, the role of the royal family's endorsement has shifted to the star. There are also many brands that don't invite celebrity endorsements, but treat their celebrity customers as a few treasures. Every year, the Oscar Awards Gala is turned into a veritable fashion and jewelry conference by manufacturers, which can promote the brand to an extent that advertising can't reach.
2. Grand press conference
Every year, Paris Fashion Week always becomes the most beautiful stage in the world. Top brands, the most famous models, the editors of fashion magazines and the critics of the fashion world gathered together to announce the arrival of fashion trends to the world. Although Chanel is unique, she doesn't want to miss Paris Fashion Week. The annual press conference at Fashion Week is one of the most important activities of Chanel. Chanel paved the way for the show on the red carpet. When the first supermodel LindaEvangelista appeared, AmberValletta and ShalomHarlow also walked on the red carpet together. NicoleKidman, the advertising model of Chanel Classic No.5 perfume, and BazLuhrmann, the director also attended. They all put on Chanel's classic black dress and waved to the audience with a confident smile. With the new generation of famous models such as KarenElson, EliseCrombez and ErinWasson, the scene was as lively as the Avenue of Stars, which also conveyed Chanel's message this season. Of course, this is just one of the classics of dozens of press conferences. If you want to make your brand luxurious enough, start with a luxurious press conference!
Make excuses for being expensive
It is always not so easy for consumers to buy an unnecessary commodity at a price several times higher than that of ordinary products. To make consumers feel value for money, this value is not only reflected in the product itself, but also in the spirit of the product. Luxury is to provide more spiritual enjoyment than the material itself.
Emphasize the origin and material selection. "Heroes don't ask about their origins, luxury goods look at their origins." Almost all luxury brands will emphasize the source of raw materials and strict selection. For example, vodka emphasizes the characteristics of raw materials and the impression of origin, while watches emphasize the origin of Switzerland and so on. Such information transmission can make the value of luxury goods be most intuitively reflected, thus rationalizing the expensive price of luxury goods.
Rendering production technology. Martell, XO and other foreign wines not only introduce their famous origin to the audience, but also highlight their exquisite and extraordinary production technology; And some durable consumer goods, such as clothing, how many stitches per inch and how many processes they go through are the focus of their marketing demands. The craftsmanship of luxury goods must be meticulous and meticulous, coupled with the purity of traditional handicrafts, so that luxury goods users can directly associate this meticulous craftsmanship with high quality.
Pursue unique quality. Luxury goods must be unique and unrepeatable, which is also the unique value of luxury brands. Rolls-Royce stands for honor; Mention Armani means simplicity; LV symbolizes classics; Jaeger-LeCoultre watches are synonymous with accuracy-this is the result of marketing. These qualities are not necessarily absolute, but they must be deeply rooted in the hearts of consumers and regarded as beliefs. The marketing process of luxury goods is the process of constantly strengthening this unique quality.
4. Seek a balance between "putting on a show" and "keeping a low profile"
Luxury consumers look for taste in their favorite brands and don't like being called nouveau riche. But while keeping a low profile, I also hope that people can understand the meaning of luxury goods they consume, so luxury marketing needs to seek a balance between "showing off" and "low profile", which is the so-called "low profile luxury goods". Without communication, you can't understand the brand spirit, and there will be no sales; If the spread is rampant and the brand depreciates, the effect is counterproductive. Top luxury goods are spread by word of mouth, while mass luxury goods are marketed by magazines and public circles. If the top luxury goods are advertised on TV, it is not far from the mass brand. For luxury goods, brand history and brand spirit are more important than the product itself. Luxury marketing needs to choose a good communication channel and convey the brand spirit to the target group in the right way.
Do not sell.
Any promotion and promotion means will hurt the brand, especially in the field of luxury goods. If your brand is selling at a discount rather than rising in the collection market, then the situation of this brand is very bad. In order to maintain its noble posture, luxury goods should always maintain a "pull" posture. Most luxury goods, as long as their output is limited and they maintain a noble posture, can attract consumers, although consumers don't know how much they have produced. A senior luxury marketer said, "If a person walks into a store, don't try to befriend him in any way. You can show enthusiasm, but don't get too close. It is advisable to keep the distance above 1 meter. When a customer makes a demand, he needs a professional answer, not an exaggeration. " It can be seen that for luxury goods, it is necessary to show noble attitude not only in marketing, but also in stores.