Luxury brand and the pursuit of value creation is an art

For luxury brand operators, no one is willing to see their products into people crowded subway, water and soil when the players choice. However, luxury is more and more popular in today, when a million of the bags appeared to attract others in the markets is no longer startling, the European luxury brands is the use of innovative art marketing technique, to see this seems awkward "devaluation crisis", to resolve to adapt to new business opportunities with Chinese characteristics.

Luxury brand and the pursuit of value creation is an art, and the Chinese people "show off their wealth" complex, apparently with the intentions. To emphasize the brand's continued pursuit of art, while the brand to inject new vitality, a growing number of luxury brand operators began to invite well-known artists to participate in their product designs.

Japanese artist Takashi Murakami for Louis Vuitton created a new theme products, as well as contemporary design of architect Zaha Hadid for Chanel's Mobile Art, is regarded as a luxury return to explore the nature of art.

In addition, "cross over" cross-wind is also increasingly emerging. Inadvertently, you will find the famous Italian luxury brand Giorgio Armarni and Bottega Veneta have begun selling furniture; Hermes and begin to design the Bugatti Veyron supercar; watch brand Omega is also to start a diamond ring.

Current creative director of Shanghai Museum of Contemporary Art, the famous curator Lu Rongzhi that of the last century's art movement is toward the arts a narrow space, it is separate from modern society. However, the prevalence of post-modernism of today, art has returned to a more diverse, interdisciplinary, cross-industry co-brand relationship.

She told the "China Business" reporter: "In the past the face of Europe's leading luxury brands in the market is narrow, as they face is the most high-end European and American wealthy minority, while today we are facing luxury goods market, has changed and now the object of marketing luxury brand, not the world's richest people, because these people than the luxury brands but also international operators who can sit and private aircraft, to Dubai to drink tea and they do not you need to promote and sell anything, because each of them are brand experts, know what is the best. "

Lu Rongzhi that the face of China, a market of 1. 3 billion people, luxury marketing luxury goods and cultural objects should be on people not familiar with. "How do you go to a market such as education, not attached to the body with a LOGO, but should form an aesthetic quality to improve the growth of life experience with the combination of art is to this purpose. " She said.

In 2010, the Taiwan Flower Expo held at the famous Japanese fashion photographer Mika, introduced with a "flower" element of the limited edition bags. The event, due to the emergence of Mika, and combined with flowers, get a lot from television and print media reports, which are without any advertising costs. Thus, in a sense, when combined with the luxury brand with an artist, I get the effects of advertising money is often impossible to calculate, it also solved the brand called "persistent" problem.

The world's most famous luxury brands and artists of the case, than the Japanese artist Takashi Murakami collaboration with the LV. In the beginning, Europeans and Americans for his design of the bag is not cold, but in Japan, the range of products on the highly sought after. Therefore, when the use of any luxury brand an artist, I hope to enter China's domestic market, will be subject to local culture in the symbol of the brand's identity.

Art exhibition is a luxury marketing practices in the form of another interesting interpretation. For example, the recent heated discussions of the LV to carry out the National Museum in Beijing. From a marketing point of view, art exhibition, cultural level of their own luxury brands as a description, it is not in itself in order to promote certain products, but for the brand to do a holistic upgrade. But this kind of marketing approach, the cost is very high, if not the top brand, is definitely not try.

Lu Rongzhi told reporters: "Now the reason why there are so many luxury brands, to find ways to move their own fashion show in the Museum of Art is hoping to demonstrate a culture of high-end, because Art is the highest art hall, brand exposure within the palace, but also a culture of its own best marketing. "

At the same time, in order to attract more young consumers, luxury brands are beginning to quietly use the image from the cartoons. This luxury and animation "sub culture" of the combination, Lu Rongzhi call it "Animamics" (Animation + Comics) cartoon aesthetic. She believes that when these luxury brands do not want to challenge their own brand of culture, they can use this animation aesthetic approach, popular with artists and brands to cooperate, to convey a message to meet the younger.

She said: "Some mobile phone and watch brands, and art in the field of cross-border cooperation in the use of graphic symbols, are inclined to animation aesthetics, therefore, is not the most high-end in a very expensive brand of culture which, in fact Animamix has become a relatively common aesthetic vocabulary. "

Luxury brand into the artistic element is the perpetuation of culture. But in China, can really understand the luxury of culture when compared with the number of luxury goods, like the disparity gap. "We are seeking a luxurious life, to some extent, culture and education is a process to accept when our culture has not reached a certain extent, that car, it would only ring, piece of watches, but a temporary borrowed symbols, or symbols that belong to that brand, not part of the use and the person wearing it. "Lurong Zhi said.