Love Affairs in Melbourne-Chapter 241 - 237 Alternative Marketing Strategies_2

Yan Yan listened to the string of street names and found herself a bit amused.

Maybe it was excessive research that made her feel "engrossed in the mountains" around her.

Haute Couture is a phenomenon-level existence.

Complex craftsmanship, long hours, rare fabrics, expensive accessories, high marketing difficulty, and a small target audience are all apparent challenges.

But beyond these obvious facts, the title of Haute Couture is the highest praise for a brand’s aesthetic level, design capability, and production skill.

An extremely rare clientele and prices out of reach for the average person.

The existence of an exclusive and mysterious Haute Couture studio greatly aroused the desire of the "ordinary customer" outside the haute couture circle to explore and purchase.

Even if the brand’s Haute Couture Maison is operating at a loss, the lift in brand recognition and prestige brought by the haute couture fashion house cannot be measured by these losses alone.

Making Haute Couture is for "fame", and once you have "fame", "fortune" will soon follow.

It doesn’t matter if "ordinary customers" can’t afford the few hundred thousand for haute couture, they can buy ready-to-wear garments and bags for twenty or thirty thousand.

Ready-to-wear usually drops a zero from the haute couture price tag, thus expanding the customer base by hundreds or thousands of times.

Still, twenty or thirty thousand is not something that those coveting the brand’s allure can afford, so what to do?

Launch perfumes and makeup priced at several hundred.

Thus, an incredibly mysterious and upscale brand becomes something that most people can afford.

Layer by layer, the haute couture at the top of the pyramid drives fame, while the base of the pyramid continuously funnels profits towards fame, creating a virtuous cycle.

Only with a solid foundation at the base of the pyramid can the top of the pyramid be sufficiently supported.

Chanel’s regular clientele have been slowly accumulated over many years.

If you casually purchase bags and clothes at Chanel and Dior stores around the world, including those in China, and you happen to have the right demeanor, the salesperson will ask if you are interested in Haute Couture.

Of course, you can also express your interest in haute couture proactively, and the salesperson will help you get in touch with the Haute Couture salons in Paris.

After scheduling an appointment, you can arrange your trip to Paris for "tailoring".

Haute Couture Salons usually offer services in both French and English.

With the increase of Chinese buyers, many haute couture fashion houses are now also providing catalogs in Chinese.

However, Chinese buyers are still not the main force in purchasing Haute Couture.

The Middle East and Russia are the core consumer groups for these top-tier luxury goods.

The term "Persian Gulf Nobles" holds an unshakable status in Haute Couture salons.

The previous generation of wealthy Chinese women or wives of the rich seldom maintained particularly good figures into their forties or fifties.

Haute Couture aims to make both clothes and wearers appear in their most beautiful state.

If the primary purpose of buying clothes is to modify an already out-of-shape figure, then that is not the target customer for haute couture.

During the particularly good years of the haute couture market, some designers even chose their clientele.

But that was in the past, today’s haute couture market is not so prosperous, and of course, satisfying the client’s needs is the first priority.

The talk of selecting clientele has also become history.

As many companies established in the early days of economic reform enter the phase of second or even third-generation succession,

the number of wealthy and well-figured Chinese socialites is increasing.

Yet, with comings and goings in the exclusive club of haute couture, the number of buyers never really grows.

It wasn’t hard for Yan Yan to understand why big brands would run haute couture studios at a loss, but understanding did not translate into anything of practical use.

Personal designers lacking the base of the pyramid for support find it very difficult to go far on the road of haute couture.

First comes the lack of funds, but even more frightening than that is the absence of customers.

The studio opens up, money is spent, daywear, evening wear is designed, the fashion show is carefully prepared, but in the end, no one cares, and there are no orders.

This all sounds like a sad story.

Haute Couture has many Former Members, even a major label like Versace left the haute couture stage for a lengthy eight years.

Too many of the waves have bravely perished on the shores.