Why do luxury goods marketing love gossip entertainment, product design is very modest?

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Do brand operations to be good at watching data,

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However, only the data will be read, and the judgment of the market is not objective.

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Because the aesthetic consumption itself is a kind of psychological behavior of social behavior.

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We are engaged in the fashion industry, not because of the aesthetic

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But we are good at capturing market opportunities behind aesthetic needs!

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The following is Prada 2018 spring and summer theme design personal interpretation

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Prada 2018 spring and summer poster, theme is a true cartoon. It is not difficult to see Prada's target customer appeal from the theme design.

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Although the models are young, the symmetric and regular style design has already clarified who the target group is.

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For the aesthetic commonality of the global market, the style profile cannot change too much, and only patterns and fabrics can be used.

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For example, if you want to be younger, you can only choose boldness from the color of the pattern.

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The design of the bag is a full-text article, and the design method is still conservative and bold.

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The design of the pattern is to carry out the leopard pattern and the abstract pattern. Because this pattern does not pick the nation, does not pick the looks, coupled with a symmetric design, to create middle-aged girls to easily get style.

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Following the theme, there is also a relative curve profile style, but it is still a classic conservative line.

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The design of luxury brands aims to satisfy the global common aesthetic. Advocating the classic design route to express the design changes in the foothold, mainly the color and material.

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Then use tall packaging and advertising ideas to explain their own unique values, to tell consumers the aesthetic mood of consumption in the high society and the pursuit of quality. (In fact, the truth is that there are only a few people in the upper class who love the public luxury brands.)

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There are several types of customers who like to buy luxury brands for a long time:

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1 Suddenly rich people,

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The consumption of compensatory consumption and trial consumption that have not been consumed in the past is also a reason for the rapid growth of luxury goods consumption in developing countries, because this period has triggered trial consumption. Consumers who use luxury goods as their identity and compensate for consumption do not necessarily really like the design of luxury brands, but they care more about the vision and evaluation of others after consumption, and sometimes they are also a social need.

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2 Due to cultural and long-term characteristics, the types of people with fixed consumption values, such as those with tight features and regular rules, are typically Japanese. Japan used to account for 40% of global consumption of luxury goods in the 1980s, and it is also the second largest in the world today. The luxury consumer market is second only to the United States. This is not just because of the high consumption in Japan. Personal opinion is that the consumption values ​​brought about by the appearance of temperament have played a very important role. Because the simple design and high quality of these rules are not the mainstream consumer style of the Japanese? Of course, this group of people has many other countries.

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3 Really high-end people who have the power to consume and truly pursue quality, they are one of the mainstream people in the repurchase of luxury goods.

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4 The consumption of luxury goods as young consumers who are socializing and popular, they are the main forces for the new generation of luxury goods. They often come from entertainment gossip to get the so-called fashion opinion of the so-called star net red, they do not have the economy of the rich, but also try to consume the quality of the rich. They are the crowds that many luxury brands contend for and are the key promotion targets of luxury brands, such as how stars wear, how to understand fashion, and even guide consumers how to wear expensive clothes.....

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We can see from the above promotion of the theme of spring/summer 18 that PRADA is the hope of attracting young people eager to live in the upper class, but it cannot lose the main consumers of the middle-aged and the elderly in the world. So we have seen the fusion of younger propaganda ideas and conservative product design. The phenomenon.