PRADA集团(法国)产品总监演讲摘要

　　PRADA集团(法国)产品总监

　　法国国立行政学院时尚及奢侈品营销专业教授 Mr.Serge Carreira

　　演讲要点：

　　第一部分：Luxury is a way of living : refinement, rarity,… 奢华是一种生活方式:高尚,稀有

　　Luxury is a quest of perfection.

　　奢华是对完美的追求

　　Luxury products is a story.

　　奢华产品是一个故事

　　Fashion meets luxury.

　　时尚与奢华相遇

　　第二部分：Luxury essence is the same but major evolution of the Luxury market in the 90’s. 奢华的本质是一样的,但是奢华市场的主要发展是在九十年代.

　　=> Market of brands

　　品牌市场

　　=> Change of the customers

　　顾客的转变

　　=> Change of retail

　　零售的转变

　　第三部分：Luxury market is a market of brands : 奢华市场是一个品牌的市场:

　　Product is fundamental but luxury is to be able to built a global brand from a creative collection to the architecture of the stores, from advertising to services to the customer.

　　产品是基础,但奢华可以从创意收集到店面建筑;从广告到客户服务构建一个全球品牌。

　　第四部分： Fundamental change of the customers : 顾客的主要转变：

　　New customers : perfume, new lines, new products, accessories. Concept of “luxury democratization”.

　　新顾客：

　　New geographic areas : China, India, Brazil, Russia,… New luxury territories.

　　新地区：中国，印度，巴西，俄罗斯…新的奢华领地。

　　第五部分：Retail is the key point of the Luxury market. 零售是奢华市场的关键点

　　=>New concepts of architecture : stores are the material link between brands and customers.

　　新的建筑概念：店面链接品牌和顾客的物质纽带。

　　=> New services to the customer.

　　对客户提供新服务。

　　Conclusion :总结

　　Brands are part of the contemporary culture.

　　品牌是当代文化的一个部分。

　　Luxury is still symbol of pleasure and dream.

　　奢华仍是欢乐和梦想的象征。