PartrizioDiMarco knows very well this. DiMarco is Gucci presiding apparitor, and Gucci is the 2nd old extravagant brand that the whole world is next to LV at present. They seek first-rate dilate opportunity in China from beginning to end, so, when president of international of Shanghai gold eagle Wang Heng gives out when 2000 square metre face the acceptance of street shop, diMarco and his group is knocked inside 3 months open a the 28th home branch of Chinese here surely, namely flagship store of China. This Gucci inn is next to the dimensions of store of new York flagship in the whole world.
Very delicate is, the Chinese flagship store of DiMarco make choice of is proximate Shanghai Nanjing on the west road, with LV China inland the first shop lies between market phase to look, and the area that exceeds latter shop.
DiMarco expresses, in the near future, gucci plans to set 40 branches in all in China. Current, japan has 50, europe about 70. Be aimed at the Chinese shop dimensions in the plan, diMarco thinks to had been not been. China has become Gucci to sell the crucial area of growth, his brand product jumped last year in the sales volume of inland, Hong Kong and Macao go up 41.5% , drive battalion of Gucci group whole to close add fast rise 8.1% to 3.38 billion euro.
“Chinese consumer may become the dominant force of luxury industry inside prospective a particular year, as the many Japan year ago. “ DiMarco says.
“Quick style “ or “ slow vogue “
After going to take up office on January 1 this year, he should bear on one hand the enormous pressure that financial crisis creates to luxury industry, on the other hand Gucci brand value precedes the peak of throughout history is reached on luxury brand pop chart in the world, pansheng of outstanding achievement of the pursuit that go against city and protective brand value also constitute double pressure.
“This is the poorest period, all trades are such, luxury industry also has no exception. “ DiMarco says. After all, suffer financial crisis effect, investment is atrophic, unemployment rate is climbed litre, this is opposite immediate impact consumer the defray of luxury.
According to the report that favour of advisory firm shellfish submits: Gucci costs 8 months time to come design, production and carriage commodity grows too to the cycle of storefront. Can make than, new Zhou Hui of rise 3~4 of every other of Zara of fast and fashionable company changes its commodity of 75% , and Gucci just changes one year 5 times.
“We do not need to make change of 779 kinds of designs on same money bundle. 3 kinds two enough. “ DiMarco does not think “ fast instant still “ , think this one industry is like a trend instead complex extreme will be very foolish. This kind “ foolish “ also mean higher cost and devotion.
Sound this some overturn the etiquette of fashionable industry. This industry ten thousand changes in the twinkling of an eye, each season needs to have new product, new originality timely roll out. Even if Gucci, omnipotent stylist ever also adored in the administrative system in the past. This is in times of Ford of soup Mu · particularly apparent. This is known as on the stylist of the richest creativity on 90 time world is in the century new vitality of infuse of this one old brand while, also almost throw the helve after the hatchet the consideration to consumer demand.
As handler, the mode before continueing does not accord with the style of DiMarco apparently. From household company develops for a transnational corporation, dimensions and sale are coequal and important. Want to make money, this is the problem of first consideration. Here setting falls, the stylist that Gucci currently holds the post ofwill buy a group to be defined morely estate female is produced in be, gucci holds the mainstream group that this rises abruptly recently in luxury consumer just about.
Of course, diMarco firm say to won‘t roll out low commodity. Conversely, he announces to want to turn the business to the price to have the way of mark sex higher more.
“A lot of people are considering, sell luxury to be able to earn a lot of money, but plainspoken, I am disinclined to hear those arguments. First-class service, best character, best product — good thing is not cheap. Our client also won‘t queue up to buy bargain. Our client also won‘t queue up to buy bargain..
“And, this is a severe estate, not be trifling matter. Gucci has 800 stuff in China, they are 800 families, rely on Gucci life. The whole world has 12000 as direct as Gucci relevant or it is indirect and relevant person, this is not sportive. They also need to make money. “ DiMarco says.
He thinks the strategy that answers economic crisis is, recursive history. This kind it is fast with slow collision in the new store of Gucci can find the solution. Besides those multicolored, design the men‘s clothing of bold and extremely rich change, alligator boot holds marked position in shop, diMarco hopes to pass join crocodilian skin, make the Glogo that has 88 years of histories is achieved more higher-priced; At the same time Jackie is wrapped (name with Jacqueline Kennedy) “ reappear “ , it is to be in apply on century the theme of 40 time.
“Hypothesis is wrapped enough and beautiful, she why cannot is with one season another season ground placed on goods shelves? “ reporter of CBN of DiMarco ask in reply says. Without so much change, also can control cost and character better.
“I am not denied, luxury industry has a lot of brands, their style each different. But this among them, only few number can talk to go up have ‘ hundred years history ‘ : Gucci, LV, hermes, and Chanel. Very regretful, but I find other names very hard really. “ DiMarco says.
Regard world population as most market, statistic of before two years shows: Chinese consumer most the stylist brand of favour is ordinal it is sweet Nai (· power ascends 15%) , Louie (13%) and Fan Saizhe (12%) . Gucci is altering this one aspect with all one‘s strength. At least, from outback storefront the measure looks, road of Gucci prep close behind after Yi Weideng, it is Chinese market storefront one of luxury brands with more amount.
“There is a report to call us reduction of output before (Cutproduction) , this is full of prunes view, we are rhythm of the production that put delay only (Slowdownproduction) , is not reduction of output. Alleged put delay, that is to say does not run so quickly, want rein in rhythm however, perfect our management. “ DiMarco affirms to CBN reporter say.
Last year first quarter, fashionable brand sale glides of extent exceed greatly anticipate. Gucci group shows at that time, company sale is being sufferred first quarter exceed anticipate glide “ adversity “ , this one message is regarded to be the first when consumer reduces to luxury consumption apiration remarkable signal.
“This year up to now before sale status compares a year good much. “ DiMarco says. According to group of the Gucci below the standard that PPR group announces money signs up for first quarter, the Gucci brand sale with 567 million euro outstanding achievement came true to grow small compared to the same period, among them fashionable dress skin provides business sale to rise 4% .
They employed directly in the whole world now 7000 employee, still have 5000 right-and-left partners, cut down the member of persons employed without the plan. DiMarco says those cooperated to offer money for years honest trade also was not crossed much influence.
The influence that he does not wish to forecast be issued to lower levels of economy of current whole world to taste an industry to luxury will at when alleviating, and global set up shop plans to whether put delay or be to lay aside. When to open a 40 domestic branches as to China, at present still the timetable with specific neither one. Final rate will depend on integral market and opportunity of 2 class cities and the development of 3 class cities and estate.