Reborn fashion designer

Chapter 976: If there is an advantage, of course we must take advantage of it
Because of the company of Little John.

It's hard for Elena Sashak to keep a low profile.

But the real focus of the show is not her.

In the first row, in the most prominent position, Anna Wintour was whispering with Liu Xixi. In the media's focus, such an important occasion naturally required the company of Bea Schafer, who had dressed up carefully.

Benefits are always mutual.

Arranging his daughter to be Xiangyang's personal assistant is not simply asking her to do things.

But I never expected that Xiangyang's rise would be so strong.

Behind the three people, Axel, the representative of Hermès dressed in a suit and tie, was whispering with Nicolas Persson of Richemont Group and Red Bigland, CEO of Alfa Romeo.

It’s no wonder that the original founder of Oakley paid close attention to HYS’s latest product, HYS-Plantaris.

As one of the souvenirs of this show, three people were playing with one in their hands.

"Axel, tell me, are you planning to follow the example of Prada, Vensace and Chanel and authorize Luxottica to produce your products under its own brand?"

“No, according to Xiang’s intention, we will only design for the sports series.”

In response to the questions raised by Nicholas Persian, Axel answered very straightforwardly.

There are only three models in the HYS eyewear series.

They correspond to outdoor sports products such as skiing, cycling, and marathon in the company's main business.

In the $1400 billion market, since there is already a monopoly group like Luxottica, there is no need for Hermès to spend heavily to invest in traditional optical glasses to seek a breakthrough.

On the contrary, material selection, manufacturing process, appearance design, etc. can better demonstrate that HYS has attached great importance to ergonomic design since the beginning, which is where the real focus needs to be placed.

And the investment in this area is not small.

Not everyone knows that Europeans and Americans have different facial shapes than Asians.

In order to enable HYS-Plantaris to provide more suitable designs for different face shapes in the global market, the research investment in this area is a small amount of money.

Moreover, compared with the consumer awareness that has been formed in Europe and the United States, although the number of sports enthusiasts in Asia is increasing day by day, when it comes to the acceptance of equipment, most people still focus on basic needs.

It is hard to say when HYS will be able to recoup its investment in non-essential equipment such as glasses.

Fortunately, in the production process, because of the innovative thinking brought to HYS by the previous cooperation with Decathlon and Anta, it can directly cooperate with China's eyewear manufacturing, while maintaining the same material and craftsmanship level as high-end brands, eliminating the cost of the intermediate links.

In terms of sales, it is still a combination of online sales and offline physical stores.

The unit price is $399, which of course seems relatively high.

But it depends on who you compare with.

Even if compared with the prices of other products of the company, this price is already very reasonable.

What’s more, this price is definitely reasonable compared to luxury glasses that can easily cost thousands of dollars.

As for specific marketing methods
HYS-Plantaris can provide free trial application service in every physical store. Any registered user with more than a certain amount of HYS community points or corresponding event points can experience it.

If there is no HYS store in your area, HYS also provides free mailing service.

From the day of signing, you can have a 5-day free trial period. During these 5 days, you can not only experience the latest product series that just landed at the Paris Fall/Winter Fashion Week, but also show it off to your friends and family.
Of course, if the product is not returned, the valuable points will be directly deducted.
Simply put, you can directly exchange points for one of HYS's latest products. Is there any user whose wallet has been emptied by HYS who can resist the temptation of such a bargain?
And HYS has some ruthless tricks up its sleeve.

Glasses are a special product. You have to wear them yourself to feel whether they are easy to use and comfortable.

In order to get as many potential consumers to spend money as possible, there will be exclusive experience areas at all sports venues sponsored by HYS this year.

Participants can experience it "for free" during the event.

In this way, Axel hopes to create a good word-of-mouth marketing environment for this new series in the HYS sports community, allowing more customers to step into the threshold of HYS to promote its overall sales.

After all, the competition in the eyewear market is not only extremely fierce, but also expanding in the blue ocean area.

If HYS-Plantaris fails to be a hit, then this new series will come to an end, which is not a situation that he and any of the shareholders of H51 want to see.

Especially at a time when the acquisition of Hermès and LVMH could see a breakthrough at any time.

The better HYS's sales performance, the higher the value-added of Hermès shares will be when trading resumes.

In the face of such simple truth, it is worth increasing marketing investment in exchange for considerable returns.

To be honest, if the brand image did not need to be maintained, HYS's entire product line would be promoted according to this business model, and its performance would surge in a short period of time, which would be more attractive.

"It's Xiang again."

Alfa Romeo's CEO Red Bigland said a few words to himself, then looked up at Liu Qianqian who was sitting in the front row.

Facing his own spokesperson, he hasn't found the time to have a good chat with her today.

When we signed this spokesperson, we never expected that Alfa Romeo would also benefit from the Paris Fashion Week.

You should know that although Liu Xixi came to the show today under the arrangement of Van Cleef & Arpels, the special car she took was the Alfa Romeo 4C concept car provided by them.

The stunning red car body and family-style facial makeup just stopped on the red carpet in front of the show.

The effect and exposure are not inferior to the upcoming Geneva Motor Show, which has a century-old history.

But after looking at the back of Liu Xixi's head for a few seconds, Red Bigland suddenly became angry. He was not angry at his spokesperson, but because he suddenly thought of something.

As the CEO of a well-known car company, who doesn’t have some business acumen?
Just by showing up at the show in her own concept car, Liu Xixi's obvious deliberate marketing and bundling was enough to attract massive attention from the media.

But the upcoming "Prometheus" has nothing to do with Alfa Romeo.

The bargain was all taken by a guy called Musk.

Would this make him feel better?

"Liu, do you have any special plans after the show is over?"

Liu Qianqian, who was chatting with Anna Wintour, turned her head when she heard the question behind her and said, "No, Mr. Reid, is there anything I need to cooperate with?"

"If time permits, I hope"

Let’s start with an appetizer today

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(End of this chapter)