Last week, Zhou Dongyu was complained by the rich little sweet potato family because of his "bad attitude", "acting like a big name", and "having a bad face when greeting politely" at the LV show in Paris...
I have been in the industry for many years, and I have heard this occasionally There are rumors that some popular stars are "acting big". This accusation may not be true. After all, everyone has their own perspective and feelings.
So I'm more interested in another point: How much does cost to be pissed off when taking photos with celebrities?
How much does it cost to be pissed off while taking photos with celebrities?
To understand this issue, we still have to start with the nature of this show.
In addition to being the finale of Paris Fashion Week, this fashion show is also the 10th anniversary show of women's wear artistic director nicolas ghesquière joining the brand. The scale is much larger than before. LV invited nearly a hundred celebrities to the scene, and there were many guests watching the show. There were 4,000 people, and many vics were also invited.
According to blogger yvette, the brand specially arranged a 1v1 private photo session for 6 groups of guests at the Peninsula Hotel after the catwalk. This was not only a benefit to VIC (a very important client), but also an opportunity to promote the brand again. Therefore, celebrities must coordinate the arrangements according to the show look.
Later, another vic, a "depressed fat man", also said, "Zhou Dongyu does have the biggest temper."
Other bloggers also posted photos of her and Zhou Dongyu at the show, while fans posted photos of her without makeup and posing with passers-by to prove that Zhou Dongyu will not act like a big name. This incident is either a misunderstanding or the two vics It's a Zhou Dongyu fan... so scared that Fatty changed his account name to "Zhou Dongyu Fans".
only regrets that I was not invited into the vic room, so I can't tell you what happened from a first-person perspective.
My opinion is that it’s understandable that Zhou Dongyu doesn’t want to take photos with anyone, but as a celebrity invited to brand events, attending and taking photos should be part of her work contract. The current situation is that 2 of the 6 vvips are very angry and have complained to the brand.
So back to the topic, how much did the two vvips spend to get this angry?
Take "Fat Brother" as an example. His little sweet potato notebook is full of photos of various luxury goods. He once bought an LV bag for 10 million. LV attaches great importance to this and ordered him a pair of shoes that are the only ones in China.
I bought 6 Hermès and 7 LV crocodile leather bags in a month. I went to LV to "restock" a few years ago, and the boxes were placed in front of my house. Netizens said, "I don't even dare to buy so many snacks."
So how much did the fat man buy before entering the vic room? According to his self-introduction on social platforms,
said, "LV men's line has been bought", and he once replied to a netizen, "If you buy a tenth of me, the brand can arrange to go abroad."
Based on these clues, combined with the experience provided by wealthy households, LV’s consumption standard for arranging European tours is probably more than one million per year, but it must be consumed continuously for 3 years.
Assuming that the consumption of 3 million is enough for a brand invitation to go abroad, then the consumption limit of "Fat Brother" is x10 times, which is about 30 million. Of course, this is all based on the minimum standard.
becomes a luxury vic, what kind of treatment can he get?
Of course, the "benefits" of taking photos with celebrities are not necessarily what VIC wants. Just like blogger Yvette said, "I don't buy things to chase stars." In the luxury goods world, the benefits that vics can enjoy are far beyond the imagination of ordinary people.
Strictly speaking, there is no clear VIP standard in the luxury goods industry. The various standards circulated on the Internet are estimated by people who have already enjoyed the treatment based on their own experience.
Generally speaking, the standards of each counter are also different, and they will be constantly adjusted according to the sales situation.
A Taiwanese blogger revealed that if you only buy one or two bags a year at Chanel counters, the shopkeepers will assume that you are an individual customer. To become a VIP, you need to spend around 200,000-400,000 yuan a year. To become a vic, you need to spend 250,000 yuan per quarter, which is about 1 million a year.
The blogger is talking about NT$
Moreover, this kind of consumption cannot be accumulated and will be "cleared every year", which means that you must maintain this amount of consumption every year to maintain your VIP qualification.
does have some default rules that conform to "stereotypes". For example, Hermès's VIP standard must be higher than Chanel's, and Chanel's will be higher than LV and Gucci.
According to information inadvertently revealed by many wealthy friends on the Internet, Hermès requires an annual consumption of 1 million to become a VIP, while VIC's consumption is 10 million. The starting price of LV VIP seems to be much more "friendly", which is 200,000.
At the same time, the VIP world continues to be divided into three, six, and nine levels. Above VIP, there is also SVIP, that is, vic, and different levels enjoy different benefits.
entry-level vip
has the most customers at this level, and the services they enjoy are basically within our imagination.
For example, you don’t need to go out to shop in person. As long as you sit in your own luxurious private room and have afternoon tea, dedicated staff will fetch new products and arrange them in the room in advance for customers to try on and choose one by one. Some luxury brands will also provide personal stylists to help customers with matching.
In "Thirty Only", Wang Manni, whose career is in luxury goods sales, hears that a customer wants to buy a million-level jewelry series, and the first thing she does is take the customer to the VIP room.
Jay Chou and Kun Ling went to buy Chanel. The Taiwanese media described them as slipping into the Chanel VIP room.
Former TVB actress Yuan Jiamin is also a VIP of Hermès. She said that she is considered a major customer of the brand. Every time she went to the store, the clerk would treat her to champagne and give her several styles to choose from.
On some specific holidays, the brand will also invite VIPs to come to the store to do handicrafts, such as flower arrangements, Christmas handicrafts, etc. In the process of making handicrafts, you also have to serve them with delicious food and drink, including champagne cake. Of course,
activities are also combined with products. Limited edition bags that are not usually placed in the store will be placed on the shelves, and the store staff will also make promotions in due course.
Sometimes the brand will prepare a small catwalk show in the store for VIPs. Models and hosts will be hired to walk the catwalk while introducing the fashion trends of the season, the designer's design inspiration, etc., and accept enthusiastic orders on the spot.
advanced version vic: your exclusive fashion butler
For luxury brands, the real core users are actually vic above VIP.
wrote in the "China Luxury Goods Market Report" that 2% of top customers contributed about 40% of luxury goods sales, supporting half of SA's performance.
Therefore, the most important task for most luxury brands is to maintain the stickiness of vic customers. For such customers, sales almost becomes their fashion butler.
What a high-end SA should do is not to sell those bags or clothes, but to maintain the relationship with these high-paying users. Therefore, it is necessary to learn relevant fashion and art knowledge and understand the lives of customers. Working status, recommending products to customers that are most suitable for them.
In "Thirty Only", Manni and the deputy store manager will bring the store's new products to Mrs. Wang's house to recommend and match them to her.
Rich women don’t even have to try on clothes themselves. The top luxury department store in the Korean drama "VIP" has set up a special team to manage the 1% of upper-class customers in the department store. The
store will prepare a "special catwalk show" for vic. The models are selected according to the customer's body shape and temperament, and the clothes and bags recommended are all prepared according to the customer's taste.
The customer is sitting on the sofa watching the show, and sa is watching from the side. With the customer’s eyes and expressions, sa knows her favorite style. After the show, she will be given the clothes to try on, which greatly saves shopping time. In fact, when we watch the live broadcast, we don’t have to try it ourselves.
These plots are not fictional in the series. In the documentary about wealthy Americans, "Bright Kingdom", Anna, the daughter of an arms dealer, buys luxury goods to clear out the house. The Dior team will also come to deliver seasonal goods at your door. The latest fashion items.
In addition to a series of new items, there are also three Dior employees who work with Anna. They personally dress and change Anna and provide professional clothing advice.
It doesn’t matter if you don’t like the products on the show. The brand can customize it for you.
prada's special customization service is to copy any style from previous seasons. LV can even customize any kind of furniture for super vic.
Especially for Hermès, when the "retail investors" are still discussing how to please the counter sister to get the goods they want, VIC is already enjoying the treatment of customized leather.
The handbag that Lan Xinmei showed off in "Woman Is the Biggest" is a special edition that the brand proactively notified and helped to customize. Generally, only VIC can get the treatment of specially customized leather.
Fan Yimin, a hidden rich woman in Hong Kong, would carry her Hermès to work during the filming of "Love Comes Home". She also shared her experience of being invited to the store to customize an entry-level herbag.
Everything from the color of the materials to the zipper buttons and even the stitching is "customized". The choice of materials in every detail makes Fan Yimin super excited. The handbag is not even finished yet. She has already shared her feelings on social platforms. Said: "10 points of satisfactory experience!"
super vic: Volume in the experience!
In addition to the product itself, the brand has been providing customers with the ultimate luxury experience.
talks about the concept of "exclusive customization". The customization of Lan Xinmei and Fan Yimin is actually based on limited options, and they are just made into what they want according to their own preferences.
And Gumby, the woman who is known as the most Hermès woman in Hong Kong, even has an "exclusive production line". Hermès designs and produces exclusive penguin bags for her every year.
Before Camby, Bao Yongqin’s luxury experience in the 1990s was the first to open people’s eyes.
She was once one of the top five Chanel VIPs in the world. The reason was that Sister Bao went to Toronto to accompany her son to study in 1996. Chanel happened to have a jewelry event. She arrived half an hour before the end of the event, but she bought it like a supermarket sweeper. He bought the most expensive comet necklace in the room and a dozen rings.
The next day, the newspaper published an article on her feat of shopping, and gave her the nickname 649 (a gambling game in Toronto), which means that anyone who meets her, a big customer, is like winning the lottery.
Bao Yongqin's treatment is really superior to others. Chanel once made an exception to process and design a five million yuan Sri Lankan sapphire for her. At the end of 1999, two senior executives of Chanel in Toronto personally delivered a batch of new Chanel jewelry worth 16 million to her mansion in Jardine's Lookout.
Brand services in the 1990s have already achieved this standard, and today's experience is even more meticulous.
For example, taking good care of customers' daily life and diet.
During the special period in Shanghai, it was difficult to buy vegetables. In order to maintain customers, Cartier SA not only actively offered five-star hotel-level meals and afternoon tea, as well as precious fresh fruits and vegetables, to top wealthy customers, but also offered luxury dog walking services. LV is offering exquisite afternoon tea in various ways for five consecutive days, and meals come with affectionate handwritten cards.
For example, an all-inclusive customized luxury trip with top-notch hospitality.
is also the documentary "Brilliant Kingdom". In the program, it is claimed that her husband is Christine, a descendant of the Song Dynasty emperor, and was invited by the brand to participate in the Fashion Week in Paris. As soon as I got off the plane, Fendi and Chanel sent cars to pick me up at the same time. She said that the basic experience of buying clothes in a high-end fashion store is that the brand will entertain you well, pick you up in a private car, take you out to dinner, and play the entire process.
lv also took 10 of the most important Chinese clients to Mongolia for a helicopter tour, allowing them to land at a luxury resort to watch a camel polo match that was not open to the public.
burberry once invited an important Chinese customer from Shanghai to Beijing to visit the photography exhibition of Mario Testino, a Peruvian fashion photographer dedicated to vogue, in advance and pay all the expenses.
from fashionnetwork
A top vic in Wanwan once talked about her treatment at the brand. In addition to all-inclusive luxury travel, she casually mentioned that the croissants at a certain restaurant were delicious. After about 10 minutes, the service staff had already brought the hot croissants. Bread is delivered to you.
There was also a lady who was watching the show because she was not used to European hotel beds. The brand helped her pack bedding from her home in Taipei to Europe.
Because vic enjoys the most, vic’s mechanism is also the most demanding. If the consumption interval is too long, it will also be downgraded.
e sister’s conclusion:
lv The friction incident in the group photo this time was simply like “Dragon people meeting Tianlong people”.
vic felt offended. He is usually coaxed by the brand. Why was he suddenly ignored? And the celebrity himself doesn’t understand. The show is over. Isn’t it okay if I don’t want to work overtime?
This pull leaves brand public relations sweating. Maybe it was the brand's negligence from the beginning. They failed to communicate well between the two parties and did not complete the details, which caused misunderstandings. It just so happened that both parties were Tianlong people. A little bad experience can easily be magnified...
experience The feeling is all determined by the stacking of details. Since the brand has chosen the path of volume experience, naturally there can be no mistakes.
However, judging from the essays written by bloggers yvette and Fatty Brother, they do not mean to blame the brand. It shows that the brand’s usual services and products are still very attractive to them. They have opinions about celebrities, but they will not because of this. If something is "stopped" and new products are released next season, rich households will still go shopping.
After all, for them, luxury goods are not just about keeping warm and carrying things. Also, how can they endure being downgraded from a brand?
Today’s topic:
Have you heard of any amazing VIP treatment?
Come and chat in the comment area~
