A luxury brand is a brand, with a very high unique position in each product category, almost only one that can be seen as a rare, delicate and high-grade special flag. The luxury brand is selective and exclusive brands, to give consumers additional creative and sentimental value. Hermes constance is a luxury, and may not be suitable for the majority of consumers in China, but Chinese companies can still learn from it that a lot. Such as Hermes by research to measure brand strength.
When you think of fashion, there are some names, do not need any explanation, epitomizes the height of fashion. Hermes constance is one name. When you think of the Chanel brand today, you think of the suit, perfume, Paris, Grace Kelly, Jacky O name reminiscent of the famous women wearing beautiful decorated World magazine cover designs and accessories Coco Chanel lasted for about a century.
Because it is a modest millinery shop in Paris in 1910, named Gabrielle Bonheur Chanel's designer, began her career. In 1914, shortly after her first dress shop. Her trademark short length of the proceedings launched in 1923 over the knee skirt and box sets, Chanel in the 1920s, one of the trend. She is identified with the "little black dress" every woman wardrobe necessity self-evident. Hairstyle and handbag styles from designers in Paris before the war.
In 1939, she closed her shop, it re-opened after the war in 1954. Before long, she once again affect the world of fashion. In 1955, she launched a sweeping global quilted shoulder bag. It still have the classic handbags one by the end of the fifties and sixties in Hollywood to support her, and can often be seen wearing Chanel stars such as Grace Kelly and First Lady Jackie Kennedy.
She died in 1971, Chanel house was established as the flag of the Paris fashion and the diminutive 'cocoa' all the time as one of the largest impact, revered in the culture and fashion of the 20th century.
Coco Chanel's fashion world, one of the major impact is to highlight the importance of the introduction of the accessories. Handbags, perfume and jewelry have become part of the overall experience in couture. The rising long-term lead to other fashion houses such as Hermes rose to new heights.
Hermes is nearly a hundred years Thierry Hermes family business founded in 1836. The originally is the Hermes saddle company became famous Hermes constance bag silk scarves and handbags, and other accessories and Kelly the back of the first half of the 20th century.
Kelly Bag, in fact, first produced in the 1930s, but in 1956, then the heroine to Monaco monarch's wife was photographed on the cover of "Life" magazine wearing bags got its nickname much later. The nickname stuck, born Kelly bag.
Birkin bag, are likely to retain its popularity and fame. Original design by the then head of Hermes constance, John Louis Dumas, of course, Jane Birkin, over the shoulder bags still have it today, the rich and famous, such as Sharon Stone, Martha Stewart Recent collaboration between Lindsay Lohan. With such a the different spectrum admirers bag can not but continue to be the best-selling supporting the project, in today's world.
First of all, it's popularity is easy to identify, Just ask the 500 target consumers. The first question can be asked: "Do you know what the high-end watch brand?" Answer obtained is instinctive, say Rolex or Cartier called spontaneous brand awareness cognitive. However, from the same answer, the researchers were able to obtain other information, will record the number of the next brand was first brought. This will show the power of a given brand in this product category. For example, ask a group of consumers: "Can say you know all tie brand?" We know that they will be the first to mention the Hermes, but the ratio of the number determines the extent to which the brand in the consumer acceptance.
Second, understand who is the second brand is mentioned, and it came in first (such as: Hermes), followed by how far the position. Of course, it is more than came in third brand and far also important.
Finally, the research will be available to the respondents a brand list, and were asked to point out that all he knew of the brand. This will show prompted brand awareness cognitive and reveal the closeness of the brand and the consumer.
Above repeatedly continue the investigation and research, luxury always pay close attention to the awareness of the general public for their own brand. Hermes constance is the case.