As compared with the general public's women's clothing brand, the high-class women can better reflect the identity of women, luxury life is far from the general consumer class of women's consumer goods, so by its very nature, high-level women's clothing is a luxury consumer goods. Based on this understanding, the marketing of haute couture can only successfully manage haute couture if it follows the rules of the brand of luxury consumer products. Luxury consumer goods is not only an objective concept, but also a subjective impression, in our ethical contain derogatory. For some people it is a luxury and for others it is a luxury. Some brands are rated as luxury by 50% of the general public and rated as ordinary consumer by the other 50%. High-end women's brand management analysis From an economic point of view, luxury refers to the market value / quality relationship between the highest ratio of products, understanding the high-end women's clothing brand should proceed from this perspective, rather than just refer to the Paris Advanced Fashion Association Awarded the title of the 18 brands produced by the "high fashion." The word "quality", according to the measure of economists, the tangible standard, defines luxury as "priced above mass consumer goods." This definition of economics contains the concept of a brand's basic utility. Here, the crux of the matter is not the absolute price, but the difference between luxury goods and ordinary consumer goods. The same token, the line between the high-level women's brands and the general women's brand is the difference between them. What does it mean to define luxury ladies as luxury consumer goods? What it represents so-called "luxury" elements? Etymology can help clarify this concept. Luxury from "Lux", Latin means "light." This can be understood as a typical high-end luxury women's clothing features: high-end women's brand is flashing. High-end women's brand visibility is the key. Luxury should be visible to consumers. Therefore, the senior women through the logo to externalize the intrinsic characteristics: the brand's mark must be visible, touching. For example, Gianni Versace Versace in all product sub-licensing and licensing design, you can easily see in the logo or tag "Mdusa snake hair witch", a symbol of GianniVersace mythical design spirit, represents a fatal attraction Her beauty is deceiving and instantly turning her into stone. Versace life pursuit of this beauty of deterrence, his works always contain the extreme perfection, so close to the destruction of the intense tension. High-end women's brand identity is the embodiment of the United States, but also the best artistic expression. High-end women's clothing is an expression of high-level taste of the times, should give people inspiration and inspiration. It represents the specific culture and way of life of the senior white-collar women. Senior women's brand has become a "lovable sign", consumers need to define their own personality, go buy some kind of life style, unique Italian designer MaxMara, GiorgioArmani, GianniVersace, Gucci, Prada, Fendi, D & G ...... Increasingly won by many followers of all ages, because these brands interpret the consumer's own cultural understanding and recognition of lifestyles. High-end women's clothing brand is not just consumer goods, or high-level white-collar women elegant taste standards. Women need a haute couture brand to express themselves in the fun of their own social circle. Couture relies not only on the trust of consumers, but also on its own mechanisms, strategic vision and taste standards, and spares no effort to achieve these goals. Just as light brings life and prosperity, the haute couture brand is also symbolic. In the United States, each high-end clothing brand has its own very clear positioning, to convey the symbolic meaning belongs to the brand itself. Such as "Polo" represents the orthodox middle-class American lifestyle; "Tommy" interprets the lifestyle of the younger generation in the United States; "Naulica" means movement, travel and the sea; "CK" And vitality. High-end women's clothing brand should be the embodiment of inspiration and inspiration. The high-ladies-run businesses are made up of innovative elites whose ingenuity attracts elite and elite groups in society. High-end women's clothing consumers also have high requirements: the ability to buy high-level women's clothing and high-end women's own artistic taste of taste. In addition to etymology, sociology and history can help us to further understand the meaning of the word luxury. Luxury is a hallmark of the aristocracy, which separates senior citizens from the rest of society. In this sense, haute couture solidifies and extends the former noble status and status as a commodity. It is incredible that in a democratic society where the aristocracy had been abolished, the high ladies retained and repeated some social ideals and values ​​of aristocratic society. The premium women's brand brings products to the world, bringing glory and dignity to the women who own it. Gucci (gucci) is a typical example in this regard, Gucci brand has been famous for the production of luxury products. Whether it is shoes, bags or clothing, are the symbol of identity and wealth to become wealthy upper-class consumer darling. The famous French fashion brand Christian Dior (referred to as CD), has always been synonymous with dazzling high-level women's clothing. His selection of high-end gorgeous, superior fabrics showed dazzling, dazzling gorgeous and elegant women, much attention of the fashion industry. He inherited the tradition of the French Haute Couture, and always maintain the high gorgeous design line, fine workmanship, cater to the aesthetic taste of mature women in the upper class, a symbol of the highest spirit of the French fashion culture, Dior brand in Paris, a very high status. Therefore, high-level women's clothing is not just about, its social significance than the average women's brand to be more rich, but also much more compelling. Senior Ladies Brand Management Rules Senior Ladies as a luxury brand, its management has its own characteristics and laws. For example, senior women to distinguish between long-term customers and non-clients, protect the rights of customers, to create a superiority and sense of distance for the upper class women, can not be confused with the public. Through the price, monopoly and other sales methods and detached aesthetic taste, set obstacles to uninvited guests. To make high-end women's clothing brand all ordinary women have dream of but only for the few women have the ideal clothing. This kind of dialectical relationship between inside and outside is also reflected in the media. Strengthen the brand awareness of high-level women's consumers than the actual sales is much more important. The huge gap between the number of people who know the brand and the number of people who actually consume the brand is precisely the key to luxury. Volkswagen women's brand is exactly the opposite: to expand visibility, to encourage mass consumption, rather than curb consumption. Because of this, Chanel a small earrings selling price up to 900 yuan, while Hermes scarves selling price is as high as thousands or even thousands of dollars. Conversely, the customer's interest can not be maintained without resorting to restraint of consumption. Although modern society is a democratic society, people still have no hierarchy, status and class. Once the supermarket shelves put on the high-end brand, this difference does not exist. In France, for example, a large number of Vuitton handbags have a market impact on their reputation as a luxury brand. Similarly, Chanel T-shirt sales, far beyond the expected number. There is no doubt that Chanel's name is the favorite of women. In marketing such a tiny T-shirt, marketers overlook a key factor: the product must be consistent with its brand's mind, or it's just a brand's logo. The real high-level women's clothing brand to be consistent, a veritable. If the two are out of line, the high-end women's clothing brand will be the grade, with the public women's brand "concurrency." When the first high-level women's brands to retreat, no longer insist on high-end brand strategy, it means to encourage consumers to buy fakes. They sell not the product but the last aura of the brand. From the perspective of short-term interests, large sales and additional franchise licenses, expansion of brand products and increase operating varieties are more affordable strategy. However, the result of this is at the expense of the democratization, popularity and rapid commercialization of the high-end women's clothing brand, while the high-end women's clothing brand should maintain a certain distance from the general public and enable consumers to enjoy the privilege of the privileged class. The lesson here is very profound in Yves Saint Laurent, when St. Laurent founded his own brand in 1962, only 26 years old, at that time he is already very famous. His talent led French chief designer CocoChanel to regard him as his heir. Saint Laurent reinterprets the concept of modern fashion. In business, he was the first to treat garment design as a serious business deal and one of the first to promote sales growth through brand registration. Yves Saint Laurent's products, which range from Yves Saint Laurent's cigarettes to $ 125 St. Laurent plastic shoes on the Tokyo subway, have ultimately destroyed Yves Saint Laurent's brand. Nine different store designs around the world, the lack of coordination of the various trademarks that mass-produce a range of bargains further shattered the brand's unified image. In the early 1990s, some high-end department stores cut prices on this brand of goods sharply, making it quickly catapulted the Armori, Chanel, and later Gucci brands. Yves Saint Laurent's strategic mistake to one of the slump, and finally was acquired by Gucci image reconstruction, before returning to the pinnacle of fashion.