GUCCI purses Group's parent company, Pinault Printemps Chief Executive Officer, said: "We believe that this is the second phase of globalization. At first, all the shops look the same; but now, they are tailored according to the local market."
Earlier, London-based Future Laboratory American Express (American Express) conducted a study and concluded: "desire to experience" is a luxury that consumers are willing loyal to a brand of the primary factor.
This is changing in the retail stores more apparent. From the Prada store in New York (with its own cultural performance space), to the Louis Vuitton Paris Champs-Elysees Avenue flagship store (with art galleries and bookstores), luxury brands are increasingly betting large sums on such a belief Previous: Only products are not enough.
GUCCI handbags CEO Mark Lee said: "The original plan had been to use two floors of retail and then some corporate offices." But in 2005, took over the company, he decided to maximize the retail space. "This seems to be a better investment."
Meanwhile, the retail business strategy changes have taken place, in the interest income also focus on brand communication. For example, Louis Vuitton, Champs-Elysees store to allow the Museum of Art opened in the Sun, the company added that it stores a cultural element.
Lee said, Gucci store, "vertical structure" to enable the cafe and gallery high up, to encourage customers to move up through the store. Art galleries and cafes to form another attraction: as a new fashion series can contribute to the same volume of retail sales, a new art exhibition or a set of Gucci chocolate, might also serve the same effect.
Department stores often include restaurants and cafes, but also equipped with Borders and other high-end shops and boutiques such as Colette. The luxury brand's business model is the same: you will be potential customers to stay longer in the shop, where they spend the greater the chances.
Specializes in the luxury goods business in the field of relevant laws and a partner at law firm Withers Hugh Devlin, said: "Suppose you're shopping with friends, they want to go to wholesale GUCCI purses store for coffee, even though you might not normally go, but the Because you're with them, so you went. "
In Japan, to encourage consumers to develop this habit may be particularly important. Over the past 10 years, although Japan's various luxury brands has been a vital market, but consumer tastes in the country has recently shown signs of change.
"Japanese consumers seem to moving away from 'full-line of the first' luxury brands. They may even think to wear something less expensive stuff is cool." Dawson said.
Lee said, Japan is the Gucci the highest volume of retail sales and retail sales market. In 2005, the market income or one-fifth of total global income over Gucci. Therefore, the company must be managed to extend the time for people to stay in the shop.
However, this strategy seems to hide the luxury brands face a risk: the loss of the privilege of the elite status of suppliers. Dawson said that since a luxury brand opened an appeal to all visitors of the large stores, it also has created "a huge temple for a broad audience. By definition, a broad audience is not exclusive."
As a high-end brands, not cheap GUCCI purses , of course has sought to dispel this feeling - it placed in the high-end handbag store near the entrance, leaving lower-priced canvas bag on the second floor.
Customers can use the coin tray when shopping, shoes and handbags pulling rod. Displaying handbags, it will spread Leather raw materials, while the dressing room is equipped with a long letter Zhuiyou Gucci clothes. Buying behavior here is called "selling the ceremony."
Lee seems that all of this, "one of the main purpose is to display the most luxurious aspect of Gucci."
Devlin said, coupled with the Museum of Art (for holding various exhibitions, such as the display Gucci85 anniversary of the yearbook in the photo), implicit implication is that "Gucci is to create a taste, but also know how to appreciate culture."
