Chapter 905: Luxury brand

One-on-one Hollywood 905 author Qian Duxue full text 3368 words

Anna Wintour said: "Prada is my favorite fashion brand, and Miuccia is also my good friend." "Miuccia?" "Miuccia Prada, she is the second-generation head of Prada." "Oh!" Tang Eun suddenly realized. Miuccia Prada is not only the current head of the Prada Group, but also the soul designer of Prada. In addition to the movie The Queen Wears Prada, Leonardo DiCaprio starred in The Great Gatsby's costume design, also from her hands, and won the Oscar for best costume design in one fell swoop. Just listen to Anna Wintour: "Miao Miu and I have known each other for 30 years. Prada was already a dying family brand. It was she who brought forth new ideas and made Prada a world-class luxury brand." With emotion, showing a look of reminiscence, he shook his head and sighed. Dunn said: "Prada is a world-class brand, there is no doubt about it. But I heard from my girlfriend that it seems that Prada has not had a good time recently." This is the excuse. Dunn doesn't know much about fashion, nor is he interested in caring about it. His understanding of Prada is still because of the movie plan of the queen who wears Prada. In this movie, all the costumes must be designed and produced by Prada, given to the crew for free, and a large amount of sponsorship must be paid. However, on the issue of sponsorship fees, there has been a lot of disagreement. The meaning of Universal Pictures, the production budget of The Queen Wearing Prada is between 30 million and 40 million US dollars, and the Prada Group will sponsor half of the production budget, 20 million US dollars! Subsequent box office incentive bonuses are calculated separately. Prada, of course, disagreed, saying it could only pay up to $5 million in sponsorship fees. This is also one of the reasons why the project has been delayed in launching. Both sides are still consuming it. Because of this incident, Dunn also knew that Prada's current business situation was very bad, and it encountered a serious debt crisis and cash flow difficulties. If it is replaced, or the thriving brands such as Coach and Gucci, it is only 20 million US dollars, and you will pay directly! This is the brand name directly injected into the movie title! It's a Hollywood movie! The influence is too great! Just take a look at the famous luxury brand "Tiffany"'s road to fame. Where is the success of "Tiffany"? Because that year, Audrey Hepburn starred in a movie called Breakfast at Tiffany's! In addition, the road to fame of luxury brands such as Dior, Versace, Givenchy, Chanel, Hermès, etc., is also indispensable for the promotion of movies. This unavoidable opportunity must not be missed. It's a pity that Prada has no money right now. Anna Wintour said: "Now, the best-selling fashion leather luxury goods in the world is undisputedly. However, 30 years ago, it was just a little-known small workshop, and it has nothing to do with brands such as Prada and Hermes. Fab. Later, Louis Vuitton Group changed its operation plan and started the road of mergers and acquisitions. It successively won well-known brands such as Hennessy, Givenchy, Dior, Guerlain, Sephora, etc., and began to develop towards a large fashion group, and achieved amazing success. Under this kind of momentum, we will overtake in one fell swoop." Tang En understood, "So Prada also has to follow the development route of such a large group?" Anna Wintour said bitterly: "Miao Miao has such a plan. At the end of the 1990s, Prada spent huge sums of money and successively won prestigious international brands such as Fendi, Helmtrang, and Gilsunda. As a result, it did not achieve the expected success, and the brand integration failed. Not only did the turnover not get a huge increase, but also because of the big acquisitions, it was burdened with huge debts." In the 1990s, Europe and the United States set off a merger and acquisition frenzy, not only in the entertainment industry, but also in the fashion industry. There are successful, in addition to, the Swiss group has also successively won many brands such as Van Cleef & Arpels, Jaeger-LeCoultre, Lange, IWC, etc., and suddenly became a company with dozens of luxury brands, in the luxury kingdom. radiant. In addition, the French ppr group also won the 42 shares of Gucci Group, and entered the luxury goods industry in one fell swoop, and achieved great success. There are more failures. After the advent of the new century, the mergers and acquisitions in the 1990s faded, and the bubbles in various industries began to burst. Many luxury brands began to experience various problems and faced the crisis of bankruptcy and bankruptcy. Such as Wedgwood, such as Escada, such as Yohji Yamamoto, such as Yagashi Dan, such as Hermes, such as Prada! Although Tang En didn't know much about the fashion field, he was quite insightful about business rules, and nodded: "Family-run luxury brands are more artistic, but they are weak against risks. The market is changing too fast, and the survival of a single brand If the power is not high, even Hermes and Prada have risks. If you want to stand firm, you must become a group, become a big group like , and spread the risk among multiple brands. From this point of view, Ms. Prada’s Mergers and acquisitions strategy is not wrong." Anna Wintour sighed, "That said, but business and art are not the same thing at all. You must understand when I say this, Dunn, you are a great film artist , but, is your philosophy of managing Xin Universal in the way of an artist?" Tang En smiled slightly. If you manage a company with the mind of an artist, it will only end! For example, DreamWorks, managed by Spielberg, must be getting more and more mourning. It can be said that this is the disease of many European nobles. Just like Murdoch asked him for help and asked New Universal to take a stake in Sky TV, those old-school European aristocrats are very **** in business management. Europe has much more artistic atmosphere than the United States, especially those family-owned businesses, which all have the heritage of artistic heritage. This kind of artistic infection makes them want to make money and gain respect when making money. How can there be such a good thing? The normal businessman's thinking is that if you can make money, you are decent! For example, the thriving rising stars, and Hermes and Prada, whose sales are getting lower and lower. Where is the gap? Affiliated to the group, the head of the company is a real estate tycoon Bernard Arnault who knows nothing about fashion. He is a thorough businessman! The heads of family businesses like Hermes, Prada, and Bulgari are all designers and artists. It's the only way to manage a company well. For example, what is the purpose of customers buying luxury brands? Is it because the quality of luxury goods is better, the style is newer, and it is more temperamental? It is true that some high-end users do. However, a larger part of people, because luxury goods can show personal identity! It's for showing off! Bernard Arnault keenly grasped the customer's psychology, and as a complete layman, he forcibly adjusted the design concept of the product and made the logo bigger! Take women's bags for example. Why do women prefer to buy bags instead of Prada and Hermes? Prada and Hermès are too low-key. The brand logos are designed especially for Hermès. There are several brands of bags that are even lined and cannot be seen outside. Isn't this nonsense? Others can't see the brand logo, who buys it? How is the opposite done? The bag is very flamboyant and has two big golden letters "" and "" on the outside! It seems that it can be seen from two miles away. This is so cool. Take out the thief with a face! Customers naturally have a soft spot for the bag. Designers of Hermès and Prada often criticize the bag design as being too local, too stupid, too ugly, too ugly, and without any artistic flavor. So what? It's on fire! The combined sales of Hermes and Prada can't compare! Art? That's bullshit! Most customers do not understand the artistry of luxury goods at all, and only care about the added value that luxury goods bring to themselves. Movies are the same. At this film festival, Tang En and Laomouzi met a few times, and talked about the movie House of Flying Daggers many times. The plot is full of loopholes~www.wuxiaspot.com~ It can be called a bad movie. But Dunn knows that the film has a reputation in the American critics circle, second only to the hero. The film's use of overall scene scheduling almost replicates the hero, which is amazing. This full-level difficulty shooting technique was almost lost after Francisco Pola. A Chinese director can use it freely, is this not great enough? As for the shortcomings of the plot, they can almost be ignored. In terms of art and film audiovisual, Laomouzi's film is the only one in the world! From this point of view, House of Flying Daggers was selected as one of the top ten best films in the world in 2004 by Time magazine. But the audience is different. When ordinary audiences watch a movie, what they see is not the language of the film, the color rendering, the scene scheduling, or the artistic content, but the smooth appeal of the story. The plot is good, it's a good movie! The plot is not good, it's a bad movie! This is the biggest difference between business and art. Different object-oriented, must be distinguished. Tang En had a deep understanding and said with a smile: "With Prada's heritage and popularity, this is just a little trouble, right?" Anna Wintour shook her head and said, "Going public is the best way to solve the debt crisis. However, Prada's listing application failed. Passed, the debt ratio is too high.” Well, the debt ratio of the company is too high, and it is not allowed to go public. Otherwise, there will be suspicion of harming shareholders and cutting leeks. Dunn nodded thoughtfully, "So, Ms. Prada entrusted you to find me?" "No, she didn't say it." Anna Wintour shook her head, "She just complained about the trouble she encountered, but she didn't. Thinking of selling the family business. I'm just a middleman, let's see what you mean first." "If I agree, you can convince her?" Tang En half-smiled. Anna Wintour smiled even brighter, "I don't think anyone can refuse the potential and strength of New Universal!"17