Luxury goods PR unlimited rich epitde luxury brand model

Luxurious grand anniversary celebrations, distinguished and meticulous membership club activities, lavish charity charity events, flagship store ribbon cutting ceremony, highly anticipated press conference, extremely romantic brand legend interpretations, Starlight Award ceremony, and orders The star-studded celebrity hype and so on, the already impeccable luxury brand, have infinitely rich extensions due to Lin's public relations activities.

However, the successful luxury brand public relations strategy is not only novel in form, but also grasps the details of the luxury brand, effectively displays the unique brand symbol, brand culture and brand connotation of the luxury brand and maximizes The recognition of the majority of people brings a unique enjoyment to consumers at specific times and at specific distances.

The details convey the meaning, noble and noble

The door-to-door is the only principle for the public relations activities of luxury brands. Through the matching venues, matching scene layouts and other specific contact points with consumers, the brand connotation is effectively conveyed, and the brand's grade sense is self-evident.

Vacheron Constantin's first Shanghai store

As early as two centuries ago (1820), Vacheron Constantin had made connections with China. In 1860 Emperor Xianfeng also ordered a blue-and-red decorative pocket watch to Vacheron Constantin. Later, the Palace Museum purchased two Vacheron Constantin bells. . Thus, 11 years ago, in 1995, when Vacheron Constantin entered the Chinese mainland market in large numbers, she sloganed "Vacheron Constantin returned to China," and at one glance the address of the press conference was aimed at the Palace Museum. As the treasure house of Chinese traditional culture, the Forbidden City's special symbolic significance coincides perfectly with the heavy and steady brand connotation of Vacheron Constantin. Therefore, the Palace Museum that had never been a commercial activity before had to make an exception.

Which one is not thrilling, how can it not be called for by Chinese celebrities and ordinary people?

Touching people's attention, brand story

Luxury goods are expensive because they are refined. However, because they are less, they are more precious. Turning over the common word dictionary of luxury brands, we will be surprised to find that the words “Limited,” “label,” “high price,” “tailor-made,” “unique,” ​​and other words topped the list. It is not difficult to see that in terms of externally launching event information, luxury brands are good at using these fascinating but prohibitively effective information points and widely advertised in the media, so that most people can never even become their customers. Everyone knows that it has caused a sensational effect.

For example, there are only one table in the world with only 1999, of which three have been given to the Spanish director Almodovar, the American director Robert Altman, the Japanese director Akira Kurosawa, there are only 17 in China, the famous Chinese actor Cannes, the shadowy master of the Cannes, took his mind to get one from the agent. Another example is that since Montblanc launched its limited edition of commemorative artists since 1992, it has insisted on producing only 4,810 of each series in the world. The Patek Philippe watch is completed independently by a watchmaker from start to finish. It takes at least 10 years to train one such watchmaker. The average price of each watch is up to $13,000 to $20,000. Since the establishment of one and a half centuries, the total output has only reached 600,000. The possession of a Patek Philippe watch has become a prominent symbol of the nobility among watch enthusiasts.

Many luxury brands are hidden behind a little-known story, or touching heart-felt love, or an arduous entrepreneurial journey, or an unexpected source of inspiration... Luxury brand is a very good master who tells his story. . Gucci is a famous brand in Florence, Italy. Since Guccio Gucci started business in a private clothing store in 1920, it has been attracting a large number of high-level customers with monopoly fur garments and horse riding decorations. In the 1950s and 1960s, Guccio Gucci quickly Become synonymous with noble rich, but later due to family heritage struggle led to poor management and management of the almost destroyed the ancient luxury brand. Until the end of the 20th century, a legendary designer Tom Ford took over Gucci, thoroughly subverted the original noble and dignified market position, replaced it with decadent sex, even transformed the Gucci family's scandal into a Gucci brand personality and enjoyed it without delay. The fashion industry's pursuit of this luxury brand, which was once on the verge of disappearing, was at its peak in the era of Tom Ford.

There was also Vacheron Constantin’s museum in Rue des Moulins in 1901, the reopening of the Vacheron Constantin Private Museum in 1994, the reopening of the Maison de Vacheron Constantin on December 8, 2004, and so on, just as Vacheron Constantin’s current President Claude-D Proellochs said. In addition to displaying a series of precious antique timepieces and 18th century watch workshops, these "spaces" with multiple meanings are also telling people the stories of "people" who created the history and future of Vacheron Constantin. . As long as some people are willing to talk about those stories, they will listen to them. Together with legendary interpretations, the story behind luxury brands has become an integral part of their public relations activities to effectively convey brand culture and brand connotation.