The luxury is that I have you no men trying to achieve a delicate balance

Luxury is what I have you. When we are happy that we can taste luxury for a few months of savings, these brands have taken steps to achieve a delicate balance between popular and exclusive.

I was deeply impressed by foreign animal protectionist “angry youth”. They persistently confronted luxury products, such as showing people bloody pictures of skinned animals, or stripping their own clothes to show that they would rather not wear than they did. Wearing cute animals, even throwing cakes on the faces of famous fashionistas who love fur... However, this year's autumn and winter fashion shows are still covered with extravagant and gorgeous skins and furs.

Fur is just one of the expensive materials used to make clothes. At Dior's headquarters, I was able to preview Dior's Fall/Winter 2005 fashion collection. Those crocodile leather coats, velvets, and beautifully decorated stones sparkled in the evening. The latest look on the T stage, the Chanel tweed is Embroidered on feather-like tulle and even 100 euros per meter in the Spring-Summer collection; beautiful jewels adorn Louis Vuitton's nostalgic and beautiful dresses and shoes, and there is no shortage of spring-summer collections. Extravagant evening bag... Of course, these luxury goods have a real luxury price. For example, Dior's purple tie-dyeing crocodile skin “detective” bag is worth more than 200,000 RMB.

In fact, the prices of designer clothes have been rising in recent years. One of the reasons for this phenomenon was the analysis of brands that were forced to increase by the competition between luxury brands and low-cost mass brands such as H&M and Zara. These brands were the only ones that quickly replicated the trend and were successful. The method to achieve its low-cost copying strategy is to design truly luxurious fabrics and really complicated manual work.

For another reason, I am afraid that luxury goods must impose certain restrictions on their customers. Even if you think that luxury goods such as Chinese perfumes are very superficial, the luxury goods business is never superficial. The CEOs of brands have to face this dilemma: The more luxury goods are sold, the better, so that they can earn more. More money; but once it is too common, does it lose the meaning of luxury goods and lose people's desire for it?

This can be regarded as having some philosophical meaning! With an easy-to-understand example, when the company's front desk lady can own a branded bag, will the owner agree to pick the same bag from her? For luxury goods, the actions that should be taken are already evident - in the entire product line, there must be some expensive things to do to "price filter" customers.

Of course, the price increase of luxury goods can increase profits, and selling one person can also make money. However, the premise of luxury is "You have me not" - when a brand is too close to the civilian life, it may be that its crisis has arrived. In the 1980s, Gucci suffered a substantial decline after its heyday. This is probably one of the reasons. The core value of luxury goods lies in the dreams and exclusiveness it provides. Is price screening not the best way to maintain both?

About this question, the most questioned may be the CEO of Gucci Group and CEO Robert Polet. Robert Polet who took control of Gucci last July took charge of Unilever's frozen food and ice cream department - mass consumer goods and luxury goods. This is an interesting contrast, and many people wondered how he would lead the world's third-largest luxury goods group. But for Polet, the answer is clear. In Shanghai, Mr. Polet gave me an example: In the Cucci Group, Bottega Veneta, famous for his leather woven bag, is a brand more highly positioned than Gucci. Last year he achieved very good sales growth – exactly, they think It has grown too fast, so certain sales restrictions will be introduced.

This reminds me of Time's interview with Polet, in which he explained his understanding of luxury goods: “The brand of luxury goods is more important than the product itself because you buy for the brand first, and then the product. The brand gives people opportunities to realize their dreams. People want to belong to some kind of world they want..."

So we have to admit that this world is really cruel and beautiful - cruel thing is that there are things that are really used to divide people's showing off by money and others' helplessness; beautifully, after all, there are still some that look very The very real things of the United States form a so-called dream in the position beyond food and clothing, so that we can achieve through hard work.