Is GUCCI Just Interested In Art Exhibitions?

The market environment is sluggish, but luxury brands are not interested in doing art exhibitions.

Recently, GUCCI, which has been branded by friends circle, has been on the brink of an exhibition. Dior, Louis Vuitto, HERM S, CHANEL and other brands are basically in a rhythm of three days, five exhibitions and one exhibition.

So big is so fond of art exhibitions that they just want to boost their powder?

The most commonly used way to display luxury brands is to invite a few artists to create around a common theme and co design with the brand's design. GUCCI's "past / unexpected" exhibition and Hermes Wanderland exhibition are just like this.

Of course, these exhibitions have a common feature: free exhibition.

This has enabled more and more ordinary people to get access to real luxuries and not to pay a penny.

At the end of 2015, the "LOEWE Chance" exhibition of luxury leather brand "Chance Encounters" will also be held in the newly opened LOEWE Miami store.

Unlike most of the luxury brand exhibitions, the exhibits do not include LOEWE products, and even the links with J.W.Anderson design are very obscure.

Designer J.W.Anderson himself also said that I hope these works of art that bring inspiration and touch can interact with and interact with viewers.

The next time I shop, the intimacy of "I can understand this design" will undoubtedly lead to buy and buy decisions.

On the other hand, the brand wants to pass on the art exhibition to the consumers. I am not just wearing clothes but feeling of art.

And this is a good idea.

Because of its free nature, according to the financial times, the LV "series 3 exhibition" attracted 50 thousand visitors in the first two weeks.

and

The exhibition held in the Sachi Gallery in the spring also has a number of long Dragons of the people's Congress.

The last thing to say is

The most important thing to do art exhibitions is to modify the brand image. It is more like a new marketing tool. Its goal is not simply to expand the consumer base, but also to educate the market.

It can not only appreciate artwork and designer's works, but also pay no attention to it. For ordinary consumer groups, it is also a good place to spend leisure time. The brand indirectly makes its craft and creativity more widely circulated.

In fact, apart from art, design,

In order to better achieve the goal of shaping the brand image in front of young people, interaction is also a very important part of the luxury exhibition.

For example, Gucci (Gucci) has already seen the mirror house of the exhibition. It is believed that people who are attracted to the "most suitable room for self study" are not in the minority.

Louis Weedon (Louis Vuitton) "Series 3" exhibition designed a virtual reality interactive plate. Chanel (Chanel) Boyfriend watch show has interactive forms of wrist watch tattoo, self timer corner, and Chanel's "Ladies exclusive" exhibition encourages visitors to release photos on social media.