Luxury Brands Raise The "Crossover" Wind

Over half a century, brands such as Miu Miu, Johnnie Walker and Bvlgari have invested in filming microfilms or movies.

This is not the brand's implanting of commercial films, but the brand according to its brand concept and feelings.

In this way, it conveys to consumers in a subtle way.

With regard to brands, with the help of films, especially some literary and artistic films, whether they are implanted or directed by themselves, the pmission of brand culture and latest products to core consumers is more soft than advertising advertisements in fashion magazines, making consumers feel less business.

In China, a commercial film is usually limited to less than 1 months, and there are still many films competing with it.

But a cup of coffee, a cup of tea in the afternoon, or a real Italian meal or French cuisine is not a luxury for the northern white collar.

Besides, Chinese consumers have a natural love for gourmet food, and people who like to enjoy the luxury of the tongue are far more helpful.

A bag embodies more people than others.

It is for this reason that Gucci has opened 1921Gucci in Shanghai, and the information from the public comment network shows that the restaurant has a per capita lunch period of 150 yuan and a dinner time period of 330 yuan per person, which is more affordable than a 5 bag leather bag.

Of course, the "cross tongue" of luxury goods is not the first creation in China. In Italy and luxury emerging countries, Japan and South Korea, similar cafes and restaurants already exist, "this can effectively increase brand viscosity."

Chen Kai said.

Chen Kai often went to Italy headquarters for training. He told reporters that the coffee shop is a "standard" for stores, especially for some women's clothing brands.

"Ladies often go shopping with their husband," he said.

Chen Kai said that compared with women, men tend to be less interested in shopping and shopping, or even torture some people.

So the careful businessmen moved the comfortable leather sofa to the shop, offering them a rest, letting them taste the authentic coffee, looking at the beautiful magazines, waiting for their wives to try on clothes and enjoy the shopping.

"Of course, those magazines are custom made, not everywhere on the market.

Seeing that the ladies are dressed up better than the magazine models, the men will pay for the birds and kill two birds with one stone.

This widely used way has been widely used by luxury brands in recent years. Instead of opening a coffee bar in the corner of the shop, it is better to directly open the restaurant across the border, which makes the core consumers patronize more times and will bring more new consumers with food.

No wonder last year Prada and LVMH group had to compete for a little cafe.

In addition, whether Prada's dessert shop or Gucci's Cafe, the restaurant's decorations and food sales, without exception, have been branded Logo or classic design images, enabling consumers to enjoy a variety of senses when they enjoy the food, and to have a comprehensive understanding of the brand.

"Unlike the general luxury consumption, the consumption frequency of catering is far higher than that of jewelry and clothing, and consumers have the inertia of consumption."

Consumer psychology expert Li Ming told reporters that the brand of food in the minds of consumers is far higher than that of clothing. For example, many consumers have already equated Starbucks, Costa and authentic coffee, and the rate of repeat purchase is very high.

No matter how good a business is, it can't be bigger and stronger without innovation.

Luxury brands are fighting.

Boundary, let customers taste the goods at the same time, understand the store's goods, and ultimately choose to buy a product, really do very well, to create a sense of home to customers, think can not buy.