Chanel'S Upcoming Spring Holiday Series In Chengdu

According to the world clothing shoes and hats net, at the moment, it is "golden nine silver ten".

For the industry, it means that the focus of the year's work will be on the top four.

With the preparation and the immediate orders, but this year the situation is a little different. The French brand Chanel has put some of its energy on China, which is very important to it.

- to be ready to reproduce its 2017/18 early spring holiday Series in Chengdu in November 7th.

This is not the first show of Chanel in Chengdu. In 2015, it carried out the two release of the autumn and winter advanced clothing series in Nanjing and Chengdu. The concept of Trunk is more similar to the "Trunk Show" which directly communicates directly with consumers. This time, it will perfectly re enact the press conference before Beijing. Its importance and scale are comparable to the "Paris Rome" advanced manual workshop series held in Beijing in 2016.

According to the brand, "the pat Nong Shrine" and "Poseidon Temple", once standing on the curve Gallery of The Grand Palace in Paris, will appear in the city of Tianfu in an ingenious way, and then there will be a whole series of gold overflowing and the expected supermodel line-up.

The first of the series of pre season releases outside the fashion capital was launched by Chanel, with its footprints all over Miami, Venice, San de ropey, Dubai and Seoul to Havana, Cuba.

With the follow up of Louis Vuitton, Gucci and other super brands, similar operations were once popular.

But nowadays, because of the high cost, complexity and the exhaustion of creativity, such a big show has become a patent belonging to the super brand. Behind the high cost input, it aims to attract consistent media coverage, activate the regional market and promote the participation of the top consumer customers in the unique experience, so as to promote the sale and brand building of the local market.

The logic behind the launch of the same scale of the conference is how to cultivate the potential market that is still unlimited.

"I can imagine that this is a great event for the people there, and so is it for us.

This is a new step in our development in China, and we are all very excited, "Bruno Pavlovsky, President of Chanel global boutique, told reporters:" we are studying what unique experience we can provide to our customers in Chengdu to connect them with brands.

We will do the show there, but at the same time, we need to establish all communication mechanisms to ensure that our guests bring very special feelings.

Chanel entered China in 1999, and today its 11 boutiques are distributed in 8 cities.

As the opening of 2014, Chengdu store is shouldering the important task of opening up the western market of China.

According to the "China's new first tier cities index" released by the Institute, Chengdu is ranked first in Hangzhou, Wuhan, Tianjin and other old metropolises, and has become the third luxury city after Beijing and Shanghai.

The low pressure of local housing prices and the attitude of advocating the enjoyment of life make the luxury goods mostly for their own consumption, and the development trend is good. Because of their geographical location, they attract high net worth people in Yunnan, Xinjiang and Tibet.

In 2015, the area of new shopping centers in Chengdu was over 1 million 500 thousand square meters, and more shopping malls and consumption destinations continued to emerge.

Pavlovsky said: for Chanel, Western China is still a new market, so they are still learning.

"We strive to understand the needs of our customers. We think it takes about 5 years to build up a strong customer base, and we are in the process of doing so.

The show after three years is to bring new impetus to people. This is the reason why we came here. This is a new market, so it means new customers.

"Chanel stands for creativity. It represents our product, image and experience. This is the most important thing.

The difference between Chanel and other brands is that we may have the most powerful and creative business models, which are driven by the creative process. We have to magnify the impact of this creative process and energy, "Pavlovsky continued." this is exactly what we want to bring to Chengdu.

We hope to feel a unique experience for our existing and new customers.

The message we send to our customers in Chengdu is about creativity and emotion.

It is foreseeable that the front row of this conference will have many local VIP customers. In this group of special brand fans, many people will spend hundreds of thousands or millions of dollars each year to buy the clothing, accessories and other products of the brand, and even directly help the brand achieve a seasonal sales target.

However, it is very difficult to form loyal relationships with loyal customers. Compared with many brands that rely on wholesale channels, insisting on Chanel of direct boutique can benefit from deep communication with customers.

The macro trend indicates that the luxury goods industry is gradually shifting from wholesale to direct business. According to the report of Bain & Company, luxury stores in 2015 increased 13% in comparable store sales compared with the same period last year.

According to market information, sales of Chanel 2016 were stable, and the performance in the second half of the year rose 11%.

This means that Chanel's business is not growing rapidly as Gucci (Gucci grew by 43.4% in the first half of 2017).

This has also caused some industry members to worry about their business mode tends to be conservative.

Luca Solca, head of the luxury department of Paris bank, said: "although you can buy Chanel's beauty and fragrance products online, you can only buy leather goods in the store, and leather goods can greatly drive profits."

{page_break}

But Pavlovsky has different opinions.

"Luxury is not about speed, it's about building a strong relationship with customers. We hope they can always be loyal to our brand, and we want their daughter to become our future customers," he said. He said that in comparison with Beijing and Shanghai, Chanel is still committed to building a garment business in Chengdu.

"That's the most difficult thing to do. It's easy to open a boutique to sell leather goods and accessories, but now the main point is how to build relationships with those who like to make clothes," he said. "We are still in the process, and this strategy is also provided when we enter any new market, because we think it will take 5 years."

Behind the frequent visits to China, there is also a price coordination strategy that attaches importance to the Chanel in China.

"This is not a project, but a fact of everyday life," Pavlovsky said.

Previously, domestic luxury pricing is 30% to 40% higher than overseas, and the domestic and foreign price difference is still so large that domestic retail will never be as attractive as overseas tourist shopping.

"Buying luxury goods abroad is cheaper than domestic consumption, and consumers have had many years of experience, so we have to continue to make painstaking efforts to change the consumer's awareness in the next few years," Eddy Tao, a fashion retailer in Hongkong, told reporters.

Pavlovsky also said: "price coordination is not a one-off change, but a brand new attitude.

We respect our customers and want to give them the opportunity to feel our respect. "

According to it, Chanel has double digit growth in China.

On the other hand, no matter how much the Chengdu big show can provide for its actual sales, however, the exposure of social media is undoubtedly one of the ways to measure the return on investment of a conference.

Last year, at the conference of "the Paris in Rome" advanced handcraft workshop held in Beijing, the topic read more than 520 million times on micro-blog.

This means that Chanel undoubtedly has a strong appeal, and has also been widely disseminated through the local big show.

However, in today's "memory less than three seconds" competition for the eyeball, how can we make those large scenes, starry CAS and beautiful fashions remember?

"When people see something else, they forget what they have seen.

So the only way to keep them in mind is to tell stories and create emotions.

So when we do something, we are always asking ourselves whether we have created an emotion? Is this emotion meaningful to the brand? We want stories to create influence, not to generate thousands of new content, but to create the best and most influential stories to arouse emotions, "Pavlovsky said. For a show, a show is not just a rush, but a long-term investment.

More interesting reports, please pay attention to the world clothing shoes and hats net.