Chapter 172 Oh yeah yeah yeah! (Please order more!)
How much profit can a piece of black silk with letters bring to a brand?
The sales volume of Balenciaga's silk stockings has always been a mystery, because it seems that it has sold hundreds of millions of pairs in China's huge consumer market alone.
Compared with traditional black stockings, the design of letter socks is not monotonous visually, and the legs full of logos can quickly attract attention. At the same time, with the blessing of luxury brands, the recognition will be Lifted up in an instant.
But it is just a very ordinary item. Like the ruler black silk, it has inspired a certain level of desire in many people.
But it's not ordinary.
Any kind of design element may become a popular trend.
Marketing, sometimes the key role it plays in this regard cannot be denied.
So when Gaultier, who had successfully created his own personal brand, saw the black silk stockings drawn by Xiang Yang, he immediately saw its potential market potential and its vulgar side, and began to use his brain. Think about how to market this unique design of stockings.
On the one hand, his keen business sense told him that Xiangyang had designed a ‘fashion item’ that catered to the individuality of today’s young people. On the other hand, his rational brain was also reminding him to advise Xiang Yang not to indulge in this way.
"Xiang, to be honest, I like this design very much." Taking the drawing drawn by Xiang Yang, Gaultier organized his thoughts while looking at it, and said:
"This kind of thing can be played with occasionally. . It will bring you huge benefits, but it will also destroy you."
"I know." Xiang Yang heard this, with a bright smile on his face.
At the same time, he sighed in his heart, he is indeed an old naughty boy.
The flaws in this design are immediately apparent.
The old naughty boy’s advice is actually the future of Balenciaga. After 2015, designer Gvasalia replaced Wang Daren as the creative director of Balenciaga and incorporated a large number of street elements into the brand. In order to cater to the new market, it simply took the "earth" to the extreme.
Forget about ‘earth’, after all, many retro designs are described as ‘earth’.
But this design director is blatantly plagiarizing.
It is true that all his colleagues sneered at his behavior, plagiarizing IKEA's blue handbag, plagiarizing City Company's New York souvenir bag, and even the graduation works of Berlin art students
His plagiarism is not borrowing, but 99% copying and pasting.
The remaining 1% is due to the ‘Balenciaga’ logo.
No wonder, in the luxury goods industry and market circles, Balenciaga has gradually become a brand without balance, respect, quality, and integrity.
(Oh, by the way, it is still an RH brand, remind everyone.)
It is no wonder that after changing the design director, this brand strives to return to its origin. Because this brand was founded in 1917, the high-end fashion house brand that has served the royal families of Spain, Morocco, and Belgium knows how excessive pursuit of topicality has brought about a decline in its brand value and image.
After reopening the high fashion house that closed in 1968, no one asked about it, which explains something.
This kind of damage to the brand value and image will not be reflected soon, but slowly, those sinking brand stories will give you the answer
Xiang Yang, who has the memory of his past life, will naturally not ignore Gaultier. warn.
Being labeled as one who only pursues profits is fatal for a designer at the top of luxury goods.
Besides, he is not short of money. He will not be short of money in the future.
Seeing that although Xiang Yang had a playful smile, his eyes revealed his inner caution, Gaultier was temporarily relieved.
Looking back, he felt that he had worried too much.
For this little guy to give his own brand to this kind of design product that has the potential to become a 'fashion item' without even thinking about it, doesn't it mean that Xiangyang doesn't care about the value it contains at all.
Broken! Could this little guy be led astray by Flamel? !
When he thought that Xiangyang’s immediate boss and good friend was Le Maire, who was running his own brand and was about to go bankrupt, Gaultier’s heart suddenly rose to his throat again.
“Follow me and sign a contract.”
Seeing Xiang Yang who didn't take these stockings seriously at all, Gaultier said angrily.
"Ah, why are you going?" Xiang Yang said hesitantly.
Gaultier: "."
After that day, the JeanPaul Gaultier brand, that is, Gaultier's personal brand pattern makers, hated Gaultier, a guy who often had a brain. He also hated Xiang Yang for giving him advice.
In the early days of Haute Couture Fashion Week, the company actually organized us to make stockings together.
They have never encountered such an outrageous thing in their entire careers.
"Haha, this little guy is really interesting."
After hearing about this in the midst of his busy schedule, 'Lafayette' showed a rare smile, mainly because of this This thing is really funny.
In the early stage of the haute couture show, when designers and pattern makers were eager to check whether there were any problems with the look, Gaultier actually organized people to make 'black silk' together. What kind of design work can you enjoy? A gimmick?
Discussing the matter with him, Anna Wintour, who came to attend Haute Couture Fashion Week, also said the same.
"To be honest, I'm a little curious about what the stockings he designed for the old naughty boy look like."
"This is very simple."
Lafayette pursed his lips and motioned to the assistant to take the phone. After coming over, he directly dialed Gaultier's number.
After a few minutes of brief communication, the two best seats in the entire show venue were reserved. After hanging up the phone, Gaultier thought for a while.
While calling his assistant, he asked him to bring over the design drawings of the seats. The original seats had been arranged. If he wanted to adjust the position, he had to find another way.
Hope it’s not too late
Unsurprisingly, Gaultier’s deviance also attracted the attention of Hermès’ senior management again.
Gaultier was the previous women’s design director of Hermès.
It was only less than half a year since I left my job.
As for what black stockings are, neither global design director Pierre, nor CEO Patrick, nor Axel, who was trained by both of them, would know.
“This is a design with great commercial value, what a pity.”
Looking at the sketch on the drawing, Pierre shook his head with a smile and put it on his desk.
“Who says it’s not the case?” Patrick shrugged like a cunning fox: “So you still have to wait for the store managers to gather in Paris and finish the shopping?”
“Well, Yes." Pierre nodded, "The best time is to wait until it is over."
"Indeed, you think very far." Patrick admired, glanced at Axel from the corner of his eye, and said with a raised corner of his mouth:
"At Hermès, unity and the future are more important than immediate interests. Important."
Hearing this, Axel nodded, "I know."
Understanding that the establishment of a secondary line was imminent, he thought carefully about what the two said. This is the last step.
He understood that Pierre was waiting for a result to be used to convince the company's family shareholders.
Although Pierre has received enough support to carry out the plan forcefully. But the result of doing so will also arouse the resentment of other shareholders who hold different opinions.
The Hermès family can develop and pursue a win-win situation.
Sometimes gentleness and toughness can play a better role in unity and achieve the desired results when used together.
So, Axel, who has understood this thoroughly, is looking forward to how Xiangyang’s designed products will perform at the upcoming store manager’s gathering.
Whether this 'sports series' was approved by the store managers or not, he wanted to see how Pierre and Patrick's follow-up plan would lead to the creation of a secondary line.
As for the store manager's purchasing system that he is waiting for, it is actually replenishing and buying goods.
All the products you see in the Hermès store are products that the store manager personally flies to Paris and selects for sale based on local market demand. This is a great right for the store manager.
For Hermès, there are many benefits to doing this.
This method of purchasing is not a random choice. Each store manager will make reasonable predictions and estimates based on the consumer groups and potential in his or her city, and be responsible for his own consumer team and himself. While being responsible for career development, you are also responsible for the company.
After all, if you can’t sell the things you bought back, that means the goods will be backlogged in your inventory.
It's just that after this 'buying' system was transferred to consumers, it formed the infamous 'distribution' system.
Because the store manager also knows that these bags are produced in just one year, and they can be sold easily.
How do you get more bags to meet your customers' needs?
Different from them, he is the protagonist in many people's mouths.
Xiang Yang has completed his high-end jewelry matching clothing plan, because the Haute Couture Fashion Week show is about to start, and the general idea of the costume design of "Downton Abbey" is almost ready. He began to herd sheep for himself.
He was not in a hurry to make the costumes for "Black Swan" either.
It’s just colorful black. This matter couldn’t be easier for him to solve.
Compared with this, it was his girlfriend’s nagging after she came back that gave him a headache. The reason was.
“Xiangyang! Do you think I’m a fool? Is the production date on the can I won’t watch it!”
Liu Qianqian, holding Xiang Yang’s ear in one hand and a box of canned fish and cat in the other, asked fiercely.
"Ah what?" Xiang Yang looked innocent. Little did he know that Liu Qianqian would even remember this on weekdays.
The truth is that Xian is sick.
“You are still quibbling, even though I caught you and you are still quibbling!”
Seeing Xiang Yang’s scoundrel face, Liu Qianqian, who had just returned from Los Angeles, couldn’t help but feel even more angry. While the strength in her hand increased, she pulled the other person to the confused Dongdong and said:
"Look, it has become fat because of you! Do you know that cats can't Too fat! ”
"Oh, yeah, yeah, it hurts!" Xiangyang chewed on his teeth. Because of the severe pain, tears began to swell in his eyes unconsciously. "Isn't this quite cute."
Glanced Looking at Dongdong, Xiangyang, who was in unbearable pain, even snorted, "It's more comfortable to hold than you."
"It! Where! It's so cute with me! It's so comfortable with me!"
“Hey, yeah, yeah, it hurts, it hurts!”
(End of this chapter)