Recently, I was looking at a photo album "TOKYO STYLE". The creator is a Japanese photographer have built a sound, he spent ten years shooting, living in the 100 women's room interior of Tokyo, and finally in the 1993 photo book.
These 100 ordinary people, extremely fanatical about luxury brands. In their little or even small apartment, filled with luxury brands of fashion and purses. It is hard to tell whether these clothes, or out of order in the house.
These people are described as "Happy Victims (victims of happiness)": they are the victims of luxury brands of commercial marketing, but they are actually a sense of happiness.
The main character in the picture above is a fan of Maison Margiela. In order not to collect their own cigarette smoke, he not only do not cook at home, do not eat at home, only the eyes of the refrigerator this thing. Thirsty, went to the convenience store to buy a bottle of water on the spot and then go home.
In these 100 people, as he is obsessed with a designer or brand collectors more than one.
There are followers of Anna Sui
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GUCCI lovers
And one of the Six Gentlemen of the Dries van Noten in Antwerp.
And not to eat or drink at home is not the only means of luxury fans who love their collections.
A replica Hermes online collector, will buy all products in the original packaging, then they are stacked on the tatami. When he was going to raise $4000 to buy Hermes bag to go out, you will wrap up the handle with Hermes scarves, in order to prevent the palm sweat pollution of the cortex.
It's not a coincidence that all of them are under the lens of a camera, they are a microcosm of the Japanese society obsessed with luxury brands. In the luxury market, Japan has always been a bit of a staggering figure:
In 2006, half of the world's luxury goods were sold to the japanese. 20% of the luxury goods sold to the Japanese market, and sold to foreign tourists in Japan, 30%.
By 2009, in the area of land and our province is almost the largest in Japan, has 34 Bvlgari stores, 37 replica chanel online, 115 Coach, 49 Gucci, 64 Ferragamo, 50 Tiffany.
Even today, become the main force in the global luxury market China tourists, Japan has experienced economic crisis and the Fukushima earthquake nuclear leak, Japan is still the global luxury goods market sales of the fastest growing areas.
In Japan, about 40% of people have a replica Louis Vuitton online product. If the population is reduced to women, this figure will rise to 92%.
Luxury has been a symbol of Japanese women's identity, is a proof of the ability of the Japanese white-collar workers. Come to think of it, the reason why Japan has so many young age to do the girl, is also affected by the value of it.
And Japan's enthusiasm for luxury is rooted in the emerging middle class in the twentieth Century of 60s and 70s. The rise of this class coincided with the rapid prototyping of luxury goods and eventually helped each other grow.
It can be said that the Japanese made the luxury we now know.
After the war, from the recovery to the take-off, a large number of people become rich, they are full of ostentatious luxury life. But in Japan, a land limited Island, it is difficult to rely on the purchase of real estate, such as real estate in such a direct way to achieve the purpose, so they look to the west of luxury.
Twist is that, in the face of such demand, then the Japanese luxury resources are very scarce. The authorized official retail stores often out of stock, the middlemen to Europe to the retail price to buy luxury goods, and then to 3-4 times the price to sell. This makes those printed with luxury logo purses and fashion became a symbol of wealth.
On the other hand, the production of luxury goods and the spirit of the Japanese craftsmen coincide, these luxury brands behind the strong culture of Europe, Japan's emerging rich have a difficult to describe the temptation.
At that time, KPMG international accounting firm consultant, and later cheap replica Louis Vuitton handbagsMH branch chairman Batada Jiro, in his memoirs to describe his first time to see the feelings of LV stores:
"There was a small window in the long room, and the business area could be seen through the window, and the walls were covered with antique cases. For the first time, I felt Louis Weedon's long history and profound traditional culture. I was awakened. "
In the face of such a huge demand in the Japanese market, Louis Weedon soon began to act. Batada Jiro, March 1978, Tokyo, China, the 5 stores in the opening of the department store in.
To please the Japanese customers, Batada Jiro in the business model and price are made at the time of a bold move, the Louis Weedon product price in Japan is not more than 1.4 times that of Paris, while preaching Louis Weedon's historical tradition and craftsman craft.
As a result, Louis Weedon's products suddenly become cost-effective. In, Japanese luxury goods buyers bought cheap replica Louis Vuitton handbags's sales in Japan and doubled in two years.
Other luxury brands have followed suit to adjust their business strategies and began to set up shop counters in Japanese department stores, which quickly turned out to be a luxury.
At this time, with the economic development, Japan's postwar generation of money in the hands of more and more, their psychology is changing. In a poll, the Japanese believe that Japan is a classless country, of which 85% of the Japanese themselves defined as the middle class.
The consistency of social middle class consumption demand for congenital cavity and Japan specific chemical reactions occur, eventually making luxury goods has become a necessity for most of the class Japanese eyes.
Relying on the strong position of the yen at that time, these new nobles are not only in the domestic shopping, also love to participate in overseas shopping group, Hawaii not far from Japan into their paradise. Luxury jewelry brand is also aimed at the opportunity, have opened a more luxurious production of boutiques, like a scene in the fashion industry, landing battle. In order to make money in Japan, Chanel, cheap replica Louis Vuitton handbags work together, the instant of the people of Hawaii to build a simple luxury distribution center.
In order to provide a more convenient and more sophisticated service to Japanese tourists overseas, the luxury brand will be accompanied by a shop assistant who speaks japanese. If there is no case of goods in the store, the clerk will be an emergency contact with the U.S. mainland stores, overnight air to Hawaii, and in the hands of the guests before boarding.
At the same time, a large number of duty-free shops in Hawaii, but also to the Japanese become more fanatical luxury. These duty-free shops in the interior decoration and shopping channel design work, not less than those luxury stores.
These duty-free shops will tour cooperation, will be offered directly to the Japanese guests duty-free shopping. And according to the time of the Japanese guests and choose the hotel habits to adjust their business hours and shuttle service.
However, the most enthusiastic for the Japanese tourists shopping, or the price after deducting Customs duty-free shops, duty-free shops to buy items and only "".
For example, Celine 2000 for the same group of duty-free shops DFS design handbags series:
Hermes in the same group DFS duty-free shop irregularly placed Kelly or Brikin package. You know you want to buy these two bags in other stores to queue up for a few months on the waiting list.
Benefit from Japanese for luxury mania luxury jewelry brands have not only achieved commercial interests, but also to expand the interests and influence, they started to be more willing to throw money in the Japanese market, anyway, certainly earn back.
In Tokyo, Japan, as well as the rest of the world, a construction competition is underway, luxury brands to be more aggressive to please these pockets to support their Japanese consumers.
LV has decided to build its flagship store in Nagoya with a designer Aoki Jun program through a commercial architectural design competition. After the completion of 1999, LV flagship store is like a city of transparent jewelry box, with the glass wall to re interpretation of the classic LV checkerboard pattern.
During the day, the outer wall can reflect the blue sky and white clouds.
Japan may be the most amazing piece of luxury goods in the region, regardless of the style is different, luxury brands will be consistent with the business strategy here.
LV second years after the completion of the flagship store in Nagoya, Hermes designers Renzo Piano, spent $137 million in Ginza to build a 12 storey glass building.
In addition to the display space and the office of the director, there is also an art gallery, a workshop and a movie studio.
The following year, LV again with Aoki Chun cooperation, with its classic product suitcase as inspiration, in the table to participate in the road to build a new flagship store.
It looks like a long, long space that is randomly stacked up in a suitcase.
Aoki's own explanation: "every 'suitcase' to create a ventilation, modern sense of the rectangular space, display and sale of goods Louis Weedon. "
Then, the designer has designed Prada cooperation with the Tate Modern in London, in the form of a 6 storey ginseng dauka flagship store. To be more precise, it is a post modern art palace.
Its use of color diamond glass made of 5 prominent, has become a symbol of the most important sign of the road table.
The opening ceremony and quite tolerant Chanel finally ushered in the 2004 Ginza store their goods. Like a bad boy Biezhao / play the fox, Chanel this flagship store is extremely luxurious.
There is a 14 thousand square foot shopping district, often held concerts and art exhibitions of the multi-functional auditorium, as well as the top one by Michelin star chef to take care of the underground restaurant, but also for customers to build a Ginza rare parking lot.
The most exaggerated is the Chanel of the building's exterior wall, which is a huge high-tech glass wall, can change the transparency by remote control, you can also insert a digital image in the glass sandwich. At the same time, there are 700 thousand LED bulbs embedded in the glass wall, and they rotate black and white images at night, like the world's largest black and white tv.
Such a large number of external wall decoration attracted a lot of people's attention, and even some people specifically to shoot Chanel photos of the external walls for music.
The whole building construction cost plus before the purchase cost, Chanel probably spent $357 million, and some 3 years to recover the cost of hope.
This is not the reason why Chanel has confidence to tell some fantastic tales, to take so much money, because those of their own living environment very stingy, but fanatics in big buy this thing very forthright, will regularly point hands on their wages, even if it makes them have to put myself in a small. Dwelling.
Related tags:
Hermes
Gucci
Louis Vuitton
Bvlgari
Tiffany
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