Luxury Goods Begin To Cultivate Brand Culture.

Luxury pairs

Most of them are foreign products, and their understanding of their brand culture is limited.

In recent years, traditional luxury brands have begun to invest more in this area, and the angle of choice has been getting closer to consumers from details.

Recently, Glash TTE Original, the German watchmaker, released its first Chinese biography "impression" in Chinese, which is different from the traditional chronicles of luxury brands used to show the brand history in the form of technical characteristics, product classification and so on. Guerra Souty has originally selected many personal stories related to brands, collected professional articles which are bold and penetrating, and have profound historical pictures.

The starting point of this choice is to make the reading more vivid and make the brand more close to the reading habits of the consumers.

The emphasis of brand promotion is also changing. Starting from its deep historical foundation, cultivating brand culture deeply resonates with consumers in brand spirit.

Frequent use.

However, when the way of brand application is similar, how to be surprised and closer to consumer preferences has become the key to success or failure.

In 2015, Kai Yun group was incorporated into the Dow Jones sustainable development index (DJSI) for second consecutive years.

The assessment was launched jointly by the RobecoSAM and the Dow Jones index, and from the three aspects of economy, environment and society, the ability to evaluate the sustainable development of enterprises from an investment perspective.

At the same time, Kai Yun pioneered the group environmental profit and loss statement to monitor and evaluate the operation of the entire supply chain and calculate the economic value of environmental impact.

In November 18th, Kai Yun announced the latest annual environmental profit and loss report, which benefited from the report. The group's performance increased by 4.5% over the past year, helping the group to better implement innovative solutions to cope with climate change.

In the operation of the group's brand,

They are being implemented one by one.

Gucci is the first brand to develop a non heavy metal tanning process, which is now being used in its handbag production; Bottega Veneta's Italy studio is one of the first accredited institutions to win the LEED (green energy and environmental design Pioneer Award); Stella McCartney McCartney created a sustainable wool and assisted the restoration and protection of 15 million acres of endangered land in Patagonia.

At the group level, we open cloud together with fashion retailer H&M and innovative Worn Again to achieve sustainable textile recycling. In Italy's materials innovation laboratory, we have developed over 1500 kinds of sustainable fibers and are widely used in the group's brand.

Environmental problems have attracted worldwide attention in recent years, and China is no exception.

The luxury brand's commitment to sustainable development will get more recognition from consumers. Meanwhile, its chain effect in the industry can set up an image of the industry leader for consumers, and will undoubtedly add chips to the brand's trust.