On April 15, local time, Notre Dame de Paris, which has stood on the banks of the Seine for more than 800 years and has long been synonymous with France, was engulfed in flames.
(Notre Dame de Paris was engulfed by fire)
Shortly after the disaster, French President Macron announced that The funds for the reconstruction of Notre Dame de Paris will be obtained from social donations.
For the first time, Kering Group, the parent company of luxury goods giant GUCCI, announced that it would donate 100 million euros to rebuild Notre Dame de Paris. Big brands such as LV and CHANEL also followed suit. They donated a large amount of reconstruction funds one after another.
(French President Macron announced the reconstruction of Notre Dame de Paris)
Notre Dame de Paris The burning of the hospital is lamentable, and it is understandable to donate money for its reconstruction, but why do these luxury goods giants so tacitly agree to donate such a huge amount of reconstruction funds at the first time?
Notre Dame de Paris is a cultural landmark in France
Notre Dame de Paris is one of the most famous landmark buildings in France , its significance to France is equivalent to that of the Forbidden City and the Summer Palace to China, and the famous French writer Victor Hugo’s epic masterpiece “Notre Dame de Paris” made its name famous all over the world.
It can be said that Notre Dame de Paris is not only a building, but also a representative of Gothic architectural culture. It is also a microcosm and a symbol of French history and culture since the classical era.
Such a cultural landmark needs to be rebuilt, and as a large French company, it is appropriate to donate to it.
(Notre Dame de Paris is a cultural landmark in France)
Luxury goods and art culture have long been Inseparable
The luxury goods industry has always had a close connection with art. People value the symbolism behind them more than their practicality. We occasionally complain about the same clothes, why can those luxury brands sell for tens of thousands? Even if the fabric used is better and the design cost is higher, it won’t be that much higher. But the fact is that even if it is so expensive, many people are still flocking to it because they value the symbolic meaning behind luxury goods.
(Luxury goods sell more than just products)
But the symbolic meaning behind the brand, in layman’s terms It’s so cool, where did it come from?
Since the 15th century, the Medici family has begun to fund the artistic creations of artists such as Michelangelo and Leonardo da Vinci, and has gained great social prestige.
After that, CHANEL funded the renovation of the Grand Palais in Paris, FENDI repaired the Trevi Fountain in Rome, and Tod’s repaired the Colosseum…
LV In recent decades, he has been building art museums and establishing art funds. Pinault, chairman of Kering Group, has more than 2,000 art collections and owns a private museum in the Palazzo Grassi and the Customs House in Venice.
It can be said that it is precisely because it is inseparable from art, history and culture that luxury goods can have such a strong brand premium and voice.
(Luxury Exhibition: Fashion is Art)
Good self-marketing
First of all, Notre Dame de Paris, as an artistic treasure of all mankind, quickly attracted global attention after the fire. Therefore, when luxury brands make large donations immediately, it can be said that they have a global presence, which is equivalent to using the money to create a global advertisement for themselves.
In addition, according to the French Cultural Sponsorship Law revised in 2003, after a company sponsors public culture and art, its tax paid in the year can be exempted from 60% of the sponsorship amount, with a maximum exemption of The quota does not exceed 0.5% of the total turnover, and in 2008 this proportion was further increased to 2% or 3%. It can be said that most donations are tax-deductible, and what the company ultimately pays is not as much as it seems.
(The first time a luxury brand donates, it is equivalent to advertising itself in the world)
China has yet to have its own luxury brand. What exactly is it lacking?
Cultural identity is still lacking
For luxury goods, culture and artistry are the most important.���Necessary. Only if you have convincing cultural and artistic value will people pay a premium for your brand. If a Chinese brand has European and American cultural connotations behind it, it will appear nondescript, so how to tap into Chinese traditional culture is the most important thing.
However, because of China’s painful modern history, China’s traditional art and culture has not been recognized by the international community or even the Chinese themselves for a long time.
But fortunately, this situation has changed in the past two years.
As China’s national power becomes stronger and stronger, the sense of identification with Chinese traditional culture becomes stronger and stronger. A few years ago, when walking on the street, I would feel a little strange when I saw a person wearing Hanfu. And this year, when I went for an outing in the park on the weekend, I could see people wearing Hanfu everywhere.
It can be said that people are becoming more and more accepting of traditional Chinese clothing.
(Hanfu outing has gradually become popular)
The power of “anchoring effect”
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In psychology, there is a phenomenon called the anchoring effect. It means that when facing something, before you are sure of its specific value, you will use the limited information you can receive as a benchmark, and then speculate on its value based on this benchmark.
For example, when buying something at a roadside stall, the merchant quotes a piece of clothing for 100 yuan. When they don’t know its base price, most people will buy it based on 100 yuan. He counter-offered to 50 yuan in one breath, and then the merchant increased the price little by little, but maybe his purchase price was only 20 yuan. The same is true when raising prices. The initial quotation is 20 yuan, and it is very difficult to increase it every time.
Current domestic clothing also has this problem. Even with cultural recognition, everyone generally agrees that Chinese local brand clothing should be of high quality and low price. If a regular Chinese local brand clothing suddenly costs tens of thousands of yuan, even if it has high artistic and cultural value behind it , presumably most people will not be able to accept it in a short period of time.
(anchoring effect)
However, as Chinese people increasingly recognize Chinese traditional art and culture, the economy The level of development is also getting stronger and stronger. I believe that in the near future, with the five thousand years of cultural accumulation in China, China will definitely have its own luxury brands! </p
