Luxury goods were also divided into grades. In the field of fashion, Hermes, Chanel, Gucci, Versace, Armani, Dior, LV, and so on could all be called luxury goods.
However, among these luxury goods, the only one that could really be at the top of the comprehensive field was Hermès. Every woman longed to own a Hermès bag. This was not a joke, but a real situation.
Of course, if they had to limit luxury goods to women, Chanel might be better. As for other luxury brands, although they were still luxury goods, they would be suppressed.
Louis Vuitton and the like could only be considered as mass luxury goods and were not worth mentioning.
In order to maintain their status, luxury goods had to pay attention to their own style. Hermes and Chanel were very good at this point. Dior, for example, had become kitschy ever since it was acquired by the world's largest luxury goods group, LHH.
In order to cater to young people and cater to the aesthetics of New Money, Dior was lowering its own value. Although this might bring in a certain amount of revenue in the short term, it would reduce its brand value in the long run. However, this was their operating strategy. It might be to increase revenue, so no one could control it.
Brands such as Chanel and Hermes maintained their high standards and only served the old nobles with real taste. This made their figures higher. In the eyes of people who knew the fashion industry, this status was naturally distinguished.
Even for brands like Chanel, they would not care about the price increase by 20% or even 30%. Why was that? This was to continue to select the user group, to distinguish the real upper-class people from the nouveau riche and the low-class losers, and to deeply grasp the psychology of his customers.
Rich people liked to differentiate themselves from the poor in terms of food and clothing to show off their status. If you increased your price from 300,000 to 400,000, it would make no difference to that group of customers. It seemed that the price increase would cause some middle-class customers to leave, but in fact, the total revenue would not change because of the price increase. Instead, it would accurately target the customers at the highest end of the market, which would increase the value of their brand.
The fashion industry was a very complicated and huge field. It was not something that could be played with just money. For example, there were a lot of twists and turns in 'custom-made'.
If you just spent money to get someone to make a single piece of clothing for you, it would also be called custom-made. However, in the field of luxury goods, the real custom-made was 'haute couture.'
The origins of Haute Couture could be traced back to the famous beheaded Queen Mary. In the 1940s and 1950s, the concept of haute couture was even written into the law by the French government. There were only a few brands in the world that could make haute couture clothes. These brands could be found in the Paris association. The remaining brands dared to say that they were haute couture, but they were all nouveau riche who confused the concept of 'haute couture' and 'custom-made'.
Money was not enough to become a high-end VIP customer of a particular brand. Take Chanel for example. You would have to spend about 10 million yuan at Chanel every year before they would treat you as a test subject. After a comprehensive assessment of your taste, social status, and many other aspects, they would send you an invitation to become a high-end VIP customer. If you were a coal mine boss or something, you would not be invited no matter how much money you spent. That would lower the taste of the brand.
Don't blame them for doing so much. These haute couture clothes were not rushed out of the factory. They were all made by the workshop. The annual production was naturally limited. Therefore, the brand owners were more concerned about maintaining their old customers and their own style, rather than expanding new customers.
One had to know that among the old customers of those high-end luxury brands, there might be royal families from various countries, members of aristocratic families for hundreds of years, or high-end rich people who had bought clothes from them for 20 to 30 years. Under such circumstances, why would they care about a newcomer? Even if you were the president of the United States, they might not care about you. For those world-famous luxury brands, the so-called president's reputation was meaningless to them.
Money could solve ninety-five percent of the problems in this world, but there were always five percent of problems that could not be solved with money. The real upper-class society was very small, and entering that circle was Chen Yi's goal!
Moreover, those haute couture clothes were not for daily wear. The upper class always had to attend all kinds of dinners, balls, and so on. They could not always wear the same clothes. This was the purpose of haute couture because every piece was unique. As for everyone's daily life, they usually wore these luxury ready-made clothes.
Of course, not all luxury brands were that troublesome. For example, Armani Haute Couture could be ordered with money. However, as mentioned at the beginning, luxury goods were also divided into three, six, and nine grades. If you wore an Armani Haute Couture, it would be very impressive in the eyes of ordinary people. A piece of clothing would cost hundreds of thousands, but in the eyes of the real upper class, you were not qualified.
There wasn't much difference in the price of these high-end clothes. The difference was the premium and style of the brands.
After talking about the strong Chanel brand, Chen Yi finally turned and walked into the Hermès store.
Chanel's main customer target was women. Although there were men's clothing and the like, they were much lesser. They were usually coats, furs, and the like. If Chen Yi brought a girl, he would naturally choose Chanel. But if it was just him, he would go to Hermès.
There were not many customers in the Hermes store in Henglong Square. When the salesgirls saw Chen Yi, their eyes lit up because of his appearance and temperament, but they were not enthusiastic. It was completely different from the treatment Chen Yi received in the Ferrari store.
This was actually understandable. Although they were all luxury brands, each Ferrari was worth millions. The sales staff would get a high commission for each car sold. They would naturally maintain the best service attitude to everyone. If they met someone like Chen Yi who dressed very low-key, selling one car would be a profit.
However, luxury goods like clothes were different. Sa (sales) didn't get as much commission as one might expect. If a Sa spent a lot of effort to introduce a piece of clothing to you, it would be fine if you bought one just to pretend to be cool. If you just looked at it and didn't buy a single piece, these Sa would be exhausted after a day.
Therefore, the sales staff of these luxury brands had long been trained to have a pair of sharp eyes. They could tell whether you were rich from your clothes and jewelry. Chen Yi was now wearing a mass market stall and did not wear any luxury watches. In the eyes of those SAs, he was a non-consumer group, so they were naturally not particularly enthusiastic.
Of course, if you asked them questions, they would also answer you. This was the basic quality of these luxury brands. However, after they saw that you were not a consumer group, they would definitely not take the initiative.
Even though Chen Yi's temperament was different from ordinary people ever since he got the title, temperament was something that would develop over time according to people's occupation, habits, and so on.'Money' could never be seen from temperament. It could only be felt from those external objects. That was why people said that clothes made a horse lean. If you covered Father Ma's face and changed into a beggar's outfit, who would be able to tell that he was rich?
Of course, Chen Yi did not care about the lack of enthusiasm of these women. That was the way they worked. If they were angry about this kind of thing, it would only lower their status. Taking out money to slap people's faces was not something a person who aspired to become an upper-class aristocrat should do.
However, he was still unhappy. That was a person's anger. Chen Yi's aura was heavy. Although he could not make Hermes kneel, he had the ability to make these employees kneel!!!
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