Twill Woven Pants

French Culture:

Marcel Pagnol

Specialist of Kings and Queens and Castle in France

First to allow Southern French accent

Jean Jaques Sempe

Created Le Petit Nicolas

Panoramic cartoon

The meeting of  “Humor and Poetry”

WINE:
CHATEAU D’YQUEM

VALLEE DU RHONE

CHEESE:
CAMEMBERT with apple cider

Elodie: Jean de la Fontaine
Audrey: Moliere

Icon of liberty: Marianne

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RETAIL:
Watches industry: Too many stores (Esp. Russia/Middle East)

Duplicate Content: Content that is duplicable

Format:
European Shopping Mall – Old and broken image
LUX Stores in Shopping Mall - Asia

Catchment Area: The area which customers come from

NOF: NEVER OUT OF STOCK

PRICING POLICY:
Customer Lifetime Value:

Average value of a sale X no. of repeated transaction X average retention time for a typical customer over time

Over 1bn people travel every year

Brand History

From couture to pret a porter

Pret a porter creation: First PAP organization

Fashion show in a group of 9
(Carven, Gres, Mdeleine de Rauch, Maggie Rouff, Jcques Heim, Jeana Desses, Jacques Griffe, Jeanne Lanvin, Nina Ricci)

1967- 10 countries show their pret a porte

fashion is a constant movement

KENZO started in 70s, become major

Accessories – Jewelry

4 precious stones:

Peregrina – fine natural pearl

Strass – fake crystal made with glass – with bubbles

Diamond Culet – the sharp end of diamond

http://www.madison-jewelers.com/wp-content/uploads/2015/01/diamondanatomy1.gif

Cartier – Director – Jeanne Toussaint

Mystery Setting

GRAFF

JAR – turning jewelry into art

Gems are always natural

Sapphire – blue

Fancy Sapphire – could be in different colors

24k gold-> 100%
18k gold-> 75%

Globalization & Textile

China – Labour intensive

Strategic Branding

Corporate brand (Mostly Asian)

Brand is not a trademark

Trademark: registered/protected/non-narrative

Transforming a trademark to a brand

Asia: start from corporation to brands (trust and reputation)

West: start from products to brands (consistency)

Commercial Branding: virtual brand

Endorsement: endorse daughter brands

Cultural Branding: Manipulating and creating cultural meaning

Branding is not Marketing

Focus on identity

Branding: Linking materiality (Image, sound, THE BODY) to immateriality (Vision, value, THE SOUL)