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Elie Saab 进军家居领域 奢侈品零售正入手生活方式?

来源:    编辑: Allen    作者: 孔拜
  发布时间:2020-01-03 09:07:00
导读】奢侈品牌和时装设计师为了吸引更多消费者,一直在想办法扩张业务。香水和美妆产品已经成了主要时尚品牌最主要的收入来源。现在,家居领域又成了它们的新战场。

  奢侈品家居眼下可谓风头正劲。

  SHECHIPINPAIHESHIZHUANGSHEJISHIWEILEXIYINGENGDUOXIAOFEIZHE,YIZHIZAIXIANGBANFAKUOZHANGYEWU。XIANGSHUIHEMEIZHUANGCHANPINYIJINGCHENGLEZHUYAOSHISHANGPINPAIZUIZHUYAODESHOURULAIYUAN。XIANZAI,JIAJULINGYUYOUCHENGLETAMENDEXINZHANCHANG。

  Elie Saab与瑞士设计公司 CBM达成授权合作

  JINRI,LIBANENGAODINGSHEJISHIPINPAIElie Saab(AILI·SABO)XUANBUYUSHEJIGONGSICorporate Brand Maison (YIXIAJIANCHENGCBM)QIANSHUZHANGQISHOUQUANXIEYI,JIANGBAYEWUKUOZHANDAOBAOKUOJIAZHUANGHEJIUDIANZAINEIDEHAOHUAJIAJULINGYU。

168彩票代理  PINPAICHUANGSHIRENElie SaabPINGLUNDAO:“DUONIANLAI,Elie SaabYIJINGFAZHANCHENGWEIYIGESHENGHUOFANGSHIPINPAI,TONGGUOKAIFADUOYANGHUADECHANPINZHONGLEITIGONGDUTEDEPINPAITIYAN。CHUANGJIANYIGEJIAJUXILIESHIZUOWEISHENGHUOFANGSHIPINPAIDEZIRANYANSHEN。WOMENXUANZECBMZUOWEIHEZUOHUOBAN,TAJIANGZHICHIWOMENKAIFAHESHENGCHANJIAJUXILIEHESHINEISHEJIXIANGMU。TASHINENGTIXIANWOMENPINPAIDNA,BINGCHUJISHENGHUOFANGFANGMIANMIANDELIXIANGHEZUOHUOBAN。”

168彩票代理  CBMZONGCAIMassimiliano FerrariBIAOSHI:“WOMENFEICHANGZIHAONENGYUElie SaabHEZUO。WEITAZAISHINEISHEJI、JIUDIANYE、JIAJUHEJIAJUPEISHILINGYUKAIFALEYIXILIEXIANGMU。”

  Elie SaabYUCBMDEHEZUOGUANXIZAIQUNIANCHUNTIANYIJINGKAISHI,DANGSHITAMENGONGTONGDAZAOLEYIGEMINGWEI“ELIE SAAB x Emaar Dubai Beach front tower”DESHINEISHEJIXIANGMU。GAIXIANGMUWEIYUDIBAIDEEmaar BeachFrontZHUZHAIQU,CBMDEJIANZHUSHICarlo ColomboJIANGElie SaabDEYUANJINGZHUANHUAWEILEXIANSHI,XIANGMUBAOKUOKETING、CANTING、WOSHIJIAJUHEZHAOMINGZHUANGZHIDEZHENGTISHEJI。ZHEITAOSHEJICHONGFENTIXIANLEElie SaabDEFENGGE,ROUHEDESEDIAOZHONGDAPEIZHEZIRANDEJIHEXINGZHUANG,DIANZHUIYIBUXIUGANG、QINGTONG、DALISHI,YIJIXIYOUBAOSHICAILIAO。

  时尚奢侈品牌与家居设计的渊源

  SHISHISHANG,SHISHANGHESHINEISHEJIYIZHIDOUYOUHENSHENDELIANXI。BUSHAOZHUMINGDEYIDALISHIZHUANGPINPAI,BIRUEtroHEMissoni,ZAIYOUCHENGYICHANPINXIANZHIQIAN,ZUODEQISHISHIBULIAOSHENGYI。TAMENJUYOUBIAOZHIXINGDEYINHUASHEJIYEKEYIHENRONGYIDEBEIYONGDAOJIAJUSHEJISHANG。SHIZHUANGSHEJISHIRaf SimonsYUDANMAIGAODUANBULIAOCHANGSHANGKvadratDEHEZUOYEYIJINGZUOLEHENDUOJI,HOUZHESHIZHUMINGJIAJUPINPAIMorosoHECassinaDENGDEZHUYAOGONGYINGSHANG。

168彩票代理  1980NIANDAIHE1990NIANDAI,Ralph Lauren、FendiHEVersaceDOUTUICHULEDAIYOUPINPAISHENMEIFENGGEDEJIAJUXILIE。DAO2000NIAN,DANGArmaniJIAJUXILIEArmani CasaZHENGSHITUICHUZHIHOU,SUOWEIDESHEJISHIJIAJUZHENZHENGKAISHICHENGWEILEYIGESHOURENGUANZHUDEPINLEI。

168彩票代理  ERSHEJIAOMEITICHUXIANHOUSUOSHIFANGCHUDECHUANBOLILIANGRANGPINPAIHESHEJISHIYISHIDAO,TAMENXUYAOBAZIJIDEFENGGESHENTOUDAORENMENSHENGHUODEFANGFANGMIANMIAN,BINGQIEDOUZAIJIJIKAIFAQUANFANGWEIDECHANPINXIAN。DANGQIANDEXIAOFEIZHEYEXIWANGCONGPINPAINEILIHUODEWANZHENGDESHENGHUOFANGSHITIYAN。JIAJUCHANPINSHIYIGEHENZIRANDEYANSHEN,YINWEISHINEIZHUANGSHIBENSHENJIUSHIGERENFENGGEPINWEIDEYIZHONGBIAODA。

168彩票代理  BAYEWUTUOZHANDAOYIWAIDELINGYUBUJINJINYIWEIZHEGENGGUANGFANDEPINPAIBIANSHIHEPUGUANG,TONGSHISHANGYEHUIBAOYEXIANGDANGFENGHOU。GENJUAllied Market ResearchDEBAOGAO,GAODUANSHINEIHEJIAJUXINGYEZAIJIN4NIANJIANDESHICHANGGUIMOZENGZHANGLE4%。

  YUSHI,YUELAIYUEDUODESHISHANGPINPAIKAISHIYAOQINGJIAJUSHEJISHIWEIPINPAIDINGZHIDUJUTESEDEJIAJUCHANPIN。

Elie Saab 进军家居领域 奢侈品零售正入手生活方式?

  Louis Vuitton 2012NIANTUICHULEObjetsNomadesXIANGMU,MEINIANHUIYAOQINGZHUMINGDESHINEISHEJISHIWEIPINPAISHEJIYILVXINGWEILINGGANDECHANPIN,ZHEIXIECHANPINZHONGBAOKUOLECampanaXIONGDISHEJIDESHAFAYIJIXIANGGANGJIANZHUSHIAndre FuSHEJIDEYIBARUTONGWUDONGSIDAIBANDEYIZI。TAMENDOUSHIYOUSHEJISHIHELouisVuittonNEIBUDEGONGJIANGYIQILIANHEZHICHENG。

168彩票代理  ERTIDAOAIMASHI,SHOUXIANXIANGDAODESHITADESHOUBAOHEQITAPIJUCHANPIN。DANAIMASHIBINGBUXIANGTINGLIUYUCI。AIMASHICONG2011NIANKAISHICANJIAMILANSHEJIZHOU,TUICHUYUJIAJUSHEJISHILIANMINGDEHEZUOKUAN,DUICAILIAODEZUNZHONGYIJIJINGMIDESHOUGONGSHIDUYIDEBIAOZHUN,ZHEIYEFUHEAIMASHIDEPINPAIHEXIN。

  ERBEIZHEIXIEGAODUANSHISHANGPINPAIXUANZHONGDESHEJISHIDADUOYOUGEGONGTONGXING,TAMENBUJINZAIGEZIDEZHUANYELINGYUBIAOXIANCHUSE,ERQIEDONGDERONGHEDANGDAIDEYISHU、SHISHANGHEJISHUYUANSU,ZAIKUAXINGYEDESHIJIANZHONG,SHULIZIJIDEWENHUASHENFEN。SHISHANGPINPAIZAIXIANGSHENGHUOFANGSHIKAOLONGSHI,YEXUYAOZHAODAOPINPAIDEWENHUASHUXING。

  XIANGPradaHEArmaniZHEIYANGDELAOPAISHIZHUANGWUBIANBUYIYULIDETOURUZAIYIXIEKANSIYUSHISHANGHAOBUXIANGGUANDEYISHULINGYU。Prada FoundationQUNIANZAIMILANSHEJIZHOUQIJIANZHENGSHIDUIWAIKAIFANG,TAMUQIANSHIOUZHOUZUIPANGDADEYOUSIRENZIJINZANZHUDEDANGDAIYISHUBOWUGUAN。PradaDESHEJISHIMiuccia PradaCENGDUIMEITIBIAOSHI,“SUIRANYISHUXINGYEKANBUQISHISHANG,DANSHISHANGQUEYIZHISHIYISHUZUIZHUYAODEZANZHUSHANG。”

168彩票代理  LINGYIGEJIAODU,SHISHANGPINPAIYIYISHUZUOWEILINGGANLAIYUAN,BINGBATAYUPINPAIDESHIZHUANGHELINGSHOUYEWUSHENDURONGHE,ZHEIYIFANGMIANZUODEFUYOUCHENGXIAODEBIANSHIH&MQIXIAGAODUANPINPAICOS。

  COSXIHUANBAPINPAIYUYISHU、JIANZHUHESHEJILIANXIZAIYIQI。TADESHIZHUANGXILIEBINGBUZHUZHANGXUANYAO,ERSHIZHUANZHUYUYIZHONGANJINGDEJIEGOUMEI。

  尚未充分开发的市场

168彩票代理  JINRUJIAJUZHEIGEJIAZHIGAODA6490YIMEIYUANDESHICHANGWUYISHIYOUYIYIDE,DUISHECHIPINPAILAISHUOYOUQIRUCI。JIANGJIAJUYONGPINTIANRUZIJIDECHANPINJUZHEN,YOUZHUYUXIANGXIAOFEIZHEGENGQUANMIANDICHUANDAPINPAIGUANNIAN。YUSHIZHUANG、MEIZHUANGDENGXINGYEBUTONGDESHI,JIAJUYONGPINHEJIAJUSHICHANGZAIHENDACHENGDUSHANGSHOUDAOZHUANYEJIAJUPINPAIDEZHUDAO,XINDESHICHANGWANJIAHAIYOUCHONGZUDEKONGJIANRUJU。

  BIJING,GucciZHEILEIDEREMENPINPAIYEJINRUJIAJUYONGPINHEPEISHISHICHANG,ERXIAOFEIZHEFENGYONGERZHI。

  “SHIGucciMEICUOLE,WOXIANGBUCHUHAIYOUNAGEPINPAINENGBITAGENGNENGRANGGUKEDUISHOUJIAGAOANGDEZHENTOU、LAZHU、YIZIGANDAOXINGFENDELE,”MyTheresaZONGCAIMichael KligerSHUODAO,ZUOWEINIMAN·MAKUSIJITUAN(Neiman Marcus)QIXIADEZAIXIANLINGSHOUSHANG,GucciDEJIAJUXILIERUZHULEGAIPINGTAI。

  MOUZHONGCHENGDUSHANGJIANG,JIAJUYUZHUANGSHIYONGPINDEQIANLIHAISHANGWEIDEDAOKAIFA。

  ZAILINGSHOULINGYU,ZUIJIJIDEYAOSHUKUAISHISHANGPINPAI。InditexJITUANZAI2003NIANJIUTUICHULEZara Home,ER2009NIANTUICHUH&M Home,YEYIZAIQUANQIUCHENGLILEDALIANGLINGSHOUWANGDIAN。ERWOERMA(Walmart)SHANGXIANLE“XUNIJIAJUYONGPINZHANTING”,XIWANGZHUIGANTAJITEBAIHUO(Target)、YAMAXUN(Amazon)DENGLINGSHOUSHANGDEJIAOBU,BIJINGZHEILIANGJIALINGSHOUSHANGYIZHIDOUZAIDAJUTOUZIZIYOUPINPAIDEJIAJUYONGPINLINGYU。

  SHECHIPINSHIZHUANGLINGYU,Fendi、Ralph LaurenYUGiorgioArmaniXIAOSHOUPINPAIJIAJUYONGPINYOULAIYIJIU,ERZHIDAO2017NIAN,GucciYULoeweYETUICHUZIJIDEJIAJUYONGPINXILIE。

  JINGUANJIAJUYONGPINSHICHANGZENGSUDIYUSHECHIPINPAISHIZHUANGYUXIELEI(QIANZHEZENGSUWEI1.7%,HOUZHEZESHI2.4%),DANSUIZHEYUELAIYUEDUOYUANBENFEIJIAJUYUYUANYILINGYUZHUANYEDELINGSHOUPINPAIRUJU,GAISHICHANGDEZENGZHANGYUJIHAIJIANGJIASU。GENJUOURUIGUOJI(EuromonitorInternational)YUJI,ZHEIGESHICHANGXIAOSHOUEJIANGZAI2020ZHI2022NIANYIMEINIAN2.3%DESUDUZENGZHANG。

  “YOUYUCHANPINDEDUOYANGHUA,JIAJUYUZHUANGSHIYONGPINZHEIGEXINGYEYIZHIYILAIDOUXIANGDUIFENSAN,”OURUIGUOJIJIAJUYUYUANYIBUMENYANJIUZHUGUANErika SirimanneBIAOSHI,“MOUZHONGCHENGDUSHANGJIANG,JIAJUYUZHUANGSHIYONGPINDEQIANLIHAISHANGWEIDEDAOKAIFA。”

Elie Saab 进军家居领域 奢侈品零售正入手生活方式?

168彩票代理  SUIRANModaOperandi、MatchesFashionDENGGONGSICUNHUODECHANPINCHUZAIHENGAODEJIAWEI,BIRULAIZIGucciDEDAHAOLAZHUSHOUJIAKEGAODA495YINGBANG(YUEHERENMINBIXIANJIA4402YUAN)、BUFENZUODIANSHOUJIAGAODA985YINGBANG(YUEHERENMINBIXIANJIA8760YUAN)——DANXIAOFEIZHEBINGMEIYOUYINCISHIQUWEIKOU。ModaOperandiJINJUNJIAJUYONGPIN,SHOUXIANJIUSHIYUGUANZHUJIAFANGYONGPINDEZAZHI《Cabana》ZHUBIANMartina Mondadori SartogoJINXINGLIANMINGHEZUO。XILIEYINFALEDALIANGXUQIU,YIXIANGXIUDOUYINCIYANZHANGJUBANLESANCI。

168彩票代理  “NEISHIHOUWOMENCAIZHENZHENGYISHIDAO,ZUIKAISHIWOMENZHISHIPINGZHEZHIJUELAIZUO,DANHENDUOJIUYOUDUOXIANGZHIBIAOZHENGMING,WOMENQUESHIMEIZOUCUO。”ModaOperandiDELIANHECHUANGSHIRENLauren Santo DomingoSHUO。

168彩票代理  MatchesFashionSHOUXIZHIXINGGUANUlric JeromeBIAOSHI,TAMENZUOSHINEIZHUANGSHIDEFANGFAFANYINGCHULETAMENDESHIZHUANGTAIDU。TABIAOSHIFUZECAIGOUXINTUICHUDEJIAJUBANKUAIDE,TONGYANGSHIMatchesFashionDESHIZHUANGYUPEISHIMAISHOUTUANDUI。

  “WOMENSHIYAOBAYIZHONGSHENGHUOFANGSHI,MAIJIWOMENDEGUKE,”TASHUO。

  Moda OperandiGUOQUJIUZAIGULICHENGYIYUPEISHISHEJISHIJINRUCANJUDENGJIAJUYONGPINLINGYU,YULuisa Beccaria、Mercedes Salazar、Emimia WickstedDENGPINPAIJINXINGGUOHEZUO。CONGCalvin KleinDAOPeter Pilotto,MatchesDEJIAJUYONGPINBANKUAIYECHUXIANLEBUSHAOSHIZHUANGPINPAI。

  DUTEDEXUANPIN,SHIJIANGGOUWUZHECONGGAODUANBAIHUOHUOZHUANYEJIAJUPINPAIXIYINDAOLINGSHOUSHANGDEGUANJIAN。Luisa ViaRomaZAI2014NIANTUICHULEJIAJUYONGPINBANKUAI,DUOCIYUSHEJISHIHEZUOJIAONANGXILIE,BAOKUOMatteo CibicHEMarcantonio Raimondi Malerba。QIJIAJUYONGPINXIANGMUJINGLIValentina OttobriBIAOSHI,ZHEISHILuisa Via RomaDEGUANJIANQUFENYOUSHIZHIYI。

168彩票代理  “WOMENSHENRUYANJIULEBUSHAOXIAOZHONGPINPAI,XUANZHONGDEDOUSHIZUIZHUMING、ZUIYOUPAITAXINGDESHEJISHIXILIE”,TASHUO,“WOMENYUSHEJISHIHEJIANGRENDOUJIANLILEMIQIEERSHENRUDEGUANXI,WOMENHUOWOMENDEKEHUZHIZUOTEBIEBANDEDANPINDOUSHITAMENZHIZUODE。”

168彩票代理  XIAOSHOUJIAJUYONGPINYEYOUZIJIDUTEDETIAOZHAN。YUYUNSONGXIANGDUIJIANDAN、JIAGEDILIANQIESHOUSUNKENENGXINGJIAODIDEFUSHICHANPINXIANGBI,YIZIZHEILEISHANGPINYISHOUSUN、JIAOWEIBENZHONG;LAZHUDENGCHANPINKENENGYEHUISHOUDAOKUAJINGYUNSHUGUIDINGDEXIANZHI。

  MatchesFashionDEJeromeBIAOSHI,TUICHUJIAJUCHANPINBANKUAIZHIQIAN,TAMENZAIWULIUFANGMIANXIAZULEGONGFU,QUEBAOMEIYIJIANCHANPINNENGGOUANQUANDIJINXINGBAOZHUANGYUYUNSHU(ZHUANGZAIGAILINGSHOUSHANGBIAOZHIXINGDEDALISHIWENHEZILI),BUYONGDANXINBEISUNHUAI。“NIJINKEYIBANIDECHANPINZUODAOGENGHAO,DANRUGUOWULIUMEIYOUGAODING,JIUCUOSHIZHENGGEDAJULE,”TASHUO。

  DANDUIBUSHAOLINGSHOUSHANGLAISHUO,JIAJUYONGPINSHICHANGYIJIUGUOYUXIAOZHONG。RUJIN,Luisa ViaRomaDEJIAJUYONGPINBUMENZHIGONGXIANQIQUANNIANXIAOSHOUEDE1%~2%,ERMyTheresaMUQIANZHIFANSHOUGucciDEJIAJUCHANPIN。KligerBIAOSHICUNRUGucciDEJIAJUYONGPINQUESHIBUYONGDUOXIANG,DANJINGUANGAIXILIESHOUDAORELIEHUANYING,MyTheresaMUQIANSHANGWEIYOUJINYIBUJINJUNGAILINGYUDEJIHUA。

  结语

  DUIYUYOUZHIDESHECHIPINPAILAISHUO,TAMENYIJINGYOULEZHASHITONGYIDEPINPAIXINGXIANG,BATAMENDEPINPAIFENGGESHUCHUDAOSHIZHUANGSHEJIYIWAIDEQITASHEJILINGYUBINGBUSHISHENMENANSHI,ERTAMENBENSHENBINGBUXUYAOCANYUSHENGCHANHUANJIE。DUIXIAOFEIZHELAISHUO,SHEJISHIJIAJUCHANPINDAIBIAOZHEDUISHEJIPINWEIHEZHILIANGDEDANBAO。

  SHISHANGXUYAOBUDUANCHUANGZAOYIZHONGMOLI,YIZHONGRANGRENMENKEWANGYONGYOUDEHUANXIANG,XIANZAITAMENZHENGYIBUBUBAZHEIZHONGXUQIUCONGFUZHUANGFUZHIDAOJIAJUHUANJINGZHONG。

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