They can always turn the most cutting-edge fashion trends into wearable luxury goods to meet the embodiment of human values and social values. Although they are expensive, they always attract people to pay for them.
Consumers are willing to accept the "hidden rule"-"delivery" for a bag, wait for a pair of shoes for months or even a year, and fly all over the world to buy a "limited edition" ......
Many people will also take the topic of "luxury goods" as their daily talk. Whenever a brand design director dies, the circle of friends will "collectively die". Whenever a designer is transferred or independent, the circle of friends will always be "suspicious and have different opinions". In fact, this is a very common thing for the fashion industry that has existed for hundreds of years. As long as human desires are not extinguished, the luxury goods industry will never wither.
Of course, as a student and fan of Zhonghe, you should not only know the basic knowledge about "luxury brands", but also know the history, development and changes of brands, and occasionally know some "strange" cold knowledge, which will make you look more fashionable! Isn't it ~
Q: Are China people just "super customers" in the luxury consumption market?
Don't! China people are becoming the owners of luxury brands.
Lanvin is a century-old French fashion brand, founded by jeanne lanvin on 1889. In 200 1 year, Taiwan Province media giant Wang Xiaolan bought this old fashion brand. After alber elbaz, the designer, left home, the brand was once deadlocked. In February 20 18, the brand was acquired by Fosun Group.
20 16, 10 Shandong Ruyi Group acquired SMCP Group, the parent company of Sandro and Maje brands, and in February 20 18, it acquired the controlling stake of Bally, a Swiss luxury goods company, from European investment giant JAB.
Q: the story of LV monogram
After Georges Vuitton took over the management baton from his father in 1896, the LV brand began to expand. Since then, Lu has become the object of imitation. In order to prevent "shanzhai", George designed the classic Monogram "anti-counterfeiting fabric" and obtained a global patent.
The material of LV Monogram is coated salt canvas. Compared with leather fabrics, this kind of material has stronger waterproof and wear resistance, and flame retardant is added in the production, so the production cost and process complexity were very high at that time, and it is difficult to replicate so far.
Q: About the glue smell of luxury bags.
When making handbags, the amount of glue determines the grade and price of luxury goods. Low-end luxury goods use more glue, while high-end luxury goods use less glue, so when you smell a Hermes constance or Chanel handbag with pungent glue smell, it is mostly fake.
Q: Who flew into your heart, Dior's bees or Gucci's bees?
GUCCI's bees come from ancient Greek mythology. This symbol is a symbol of nobility and the embodiment of God. Since the 5th-8th century AD, bees have become the symbol of the French royal family, representing the succession of kingship, and Napoleon I even accepted it as the main image of the imperial emblem.
Dior's little bee is much simpler ~ It comes from the childhood memories and homesickness of its founder, Mr. christian dior. In his hometown of glanville, there are a group of bees flying freely in the rose garden.
Q: Why is Hermes orange "orange"?
In fact, before World War II, Hermes' packaging was made of beige cardboard imitating pigskin, and white was a symbol of power at that time. After World War II, the original stock of bag paper was quickly used up, leaving only orange cardboard in the factory. At that time, this color was not liked by the public, but there was no other choice, so we had to use this orange cardboard for packaging. At the end of World War II, in order to commemorate the era of material shortage, Hermes changed the packaging color of all products to orange, which gradually evolved into the Hermes orange we see now.
Hermes orange is a magical color. It is not as deep and gorgeous as red, but it is a little brighter and thicker than yellow. It is dazzling in many colors but not offensive. Its noble temperament coincides with the connotation of Hermes brand.
Q: "Gucci" and "Gucci" are stupid and unclear.
In recent years, many GUCCI clothing products are printed with the word "Gucci", which is actually a medieval spelling.
Q: That Fendi thing ~
The classic double "F" symbol means "interesting fur", and 1967 is defined by Karl Lafayette. In recent years, the classic baguette was designed by Silvia Venturini Fendi, the granddaughter of the founder.
Q: About Hermes' high-priced crocodile leather bag.
Hermes crocodile skin is divided into three types.
American alligator/alligator (2: 15): American Mississippi alligator is the most famous, its luster is not as good as that of Nile alligator, and its surface has no pores, but it is also popular because of its full leather and rich patterns.
Nile Crocodile (carved square): The abdomen square is fine and even, the pores are as thin as the tip of a needle, and the ventral side extends in a round shape. Among them, the Nile crocodile, which grows in the Sea of Singapore, is very expensive because its belly patterns are arranged neatly.
The crocodile skin is very delicate. When processing crocodile skin, Hermes will go through strict screening to select exquisite crocodile skin, and then after dyeing and effect treatment, crocodile skin needs to be ironed separately for each scale to make a classic Hermes Birkin handbag, which requires at least 3 complete crocodile skins.
Q: Is Audrey Hepburn really Givenchy's "ideal type"?
On the eve of filming in Audrey Hepburn, the agency called Mr. Givenchy and asked him to choose some new clothes for Miss Hepburn, who he thought was the famous Hollywood superstar katharine hepburn at that time. Later, I was moved by Audrey's social beauty and started many cooperation in the future.
The above knowledge points need to be matched with the "trump card" fashion buyer class of Sino-Hector fashion in order to be better digested!
The famous "trump card" buyer class of Chinese and Russian fashion
It will leave Shanghai on June 3rd.