【Training project 4】

   【Mission Objectives】

   To help students master luxury brand strategy in practice  

  【Task content】   

（1）48 students in the class, and freely divided into groups of 6.

（2）The panelists master the luxury brand strategy in practice.

【任务要求】   

（1）The training will be conducted by the instructor.

(2) 48 students in the class, and freely divided into groups to form 6 groups.

（3）The panelists discussed the connotation of luxury, the history of the development of luxury, the main characteristics of luxury, and the top 100 global luxury brands.

（4）Each group will have one student responsible for recording and summarizing.

（5）At the end of the activity, each group was asked to select a representative to report on the discussion in class.

（6）The preparation time is 10 minutes.

  【Task organization】

   表4－7     Luxury brand strategy training task organization table

【Task evaluation】

         表4－8  Luxury brand strategy training task evaluation form

Hermes

· Hermes, founded in 1837, is an international company loyal to traditional handicrafts and continuous innovation, with 16 product departments such as bags, harness and silk products. A total of 30 subsidiaries worldwide manage and distribute products from four major categories: saddle and leather, perfumes, watches and table porcelain.

· In June 2017, the BrandZ Top 100 Most Valuable Global Brands 2017 was announced, and Hermes was ranked 41st in the world. [1] In the 180 years since Hermes opened its first harness shop in Paris in 1837, it has been at the top of the classic clothing brand with exquisite handwork and aristocratic design style. It is luxury, conservative, distinguished, the whole brand from the whole to the details, and then to its stores, are filled with a strong Marvinization center of deep heritage.

· Founded in France in 1837, Hermes is an international company that is loyal to traditional handicrafts and constantly pursues innovation. It has 17 kinds of product series such as bags, scarves, ties, men's, women's and life art, as well as newly developed furniture, interior decoration and wallpaper series. A total of 30 subsidiaries worldwide manage and distribute products from four major categories: Hermes Saddle and leather, Hermes perfumes, Hermes watches and Hermes table porcelain. In 1996, the company entered 

China and opened its first Hermes store in Beijing.

· Hermes flagship store in Paris, France

· It is Hermes' mission to make all products perfect and impeccable. Most of the products are hand-crafted, no other than that Hermes products as thoughtful, noble taste, rich content, exquisite art. These Hermes products, through its more than 200 stores in more than 20 countries and regions around the world, integrate into the fast pace of modern life, allowing the world to return to the embrace of traditional elegance.

· As of 2014, Hermes has a total of 17 product lines: leather, silk scarves, ties, men's and women's fashion, perfume, watches, cultural boutique, footwear, accessories, equestrians, home life series, tableware and jewelry.

· Under the jurisdiction of the Hermes Group, more than 30 branches specialize in production, agency, distribution and property management, and the business can be summarized into three main areas: Hermes Sellier (leather goods), La Montre Hermes (watches) and Hermes Parfum (perfumes), Its branches are located in France, the United Kingdom, Benelux, Germany, Switzerland, Italy, Spain, the United States, Canada, Mexico, Korea, Japan, China, Singapore, Thailand, Malaysia, Indonesia and Australia.

· 

· • Hermes silk scarves

· All the products of Hermes brand choose the best high-grade materials, pay attention to craft decoration, exquisite details, and win a good reputation for its excellent quality. In the history of Hermes, one of the most sensational news events was its zipper golf jacket designed for the Prince of Wales in 1920, which became the first successful leather clothing design of the 20th century. Fourth generation Hermes heir Jean. Guelang and Robert Dumas, based on their leather products, developed new categories such as perfume and head stickers, and by the 1960s, the growing Hermes company had a variety of fashion and perfume products. In 1970, Hermes was just a purely handicraft family factory, but 15 years later, Hermes has developed into a super multinational company producing high-end products, and today, the scale of Hermes company is still expanding.

· In 2010, Hermes reported sales of 2.4 billion euros ($3.2 billion), net profit of 421.7 million euros ($560 million), and operating profit margin rose to 27.8%, the highest since Hermes went public in 1993. According to the results, Hermes achieved sales of 2.84 billion euros (about $3.78 billion) in 2011, an increase of 18.3%, and a year-on-year increase of 15.8% at constant exchange rates, another record high.

· Hermes in English is Hermes, derived from the French Hermes, many Hermes fans often pronounce it wrong, its correct pronunciation is: [εrmεs](here is the French phonetic alphabet), the pronunciation is similar to "love and Max", the first letter H is silent, and r is pronounced as h (drink) sound.

· Hermes Special Leather Care is a leather care product of the French company saphir.

· 

After more than 170 years of wind and rain, the Hermes family has made its brand famous through the joint efforts of several generations, as early as the advent of the 20th century, Hermes has become a typical representative of French luxury consumer goods, in the 1920s, founder Thierry Hermes grandson Emile once commented on the Hermes brand: "Leather products create a great tradition of sport and elegance."

In the beginning, Hermes was just a tack shop in the city of Paris that specialized in making all kinds of elaborate decorations for carriages (the history can be seen from the Hermes logo). With the emergence and development of vehicles such as cars, Hermes began to turn to sportswear. All Hermes products use the best high-grade materials, pay attention to craft decoration, exquisite details, and have won a good reputation for their excellent quality.

Six generations of outstanding and entrepreneurial members of Hermes have expanded the territory and conquered new markets. For a long time, Hermes has been loyal to the fundamental values set by its founder, under his leadership, Hermes began a century of innovation and progress. They respect the past and are equally fascinated by the future. A passion for fine materials and simple expression, a love for hand-crafted techniques passed down from generation to generation and a dynamism that is constantly looking for new things.

Burberry

Burberry was founded by the British Thomas Burberry in 1856, Burberry with classic plaid pattern, unique fabric functions and elegant tailoring, become synonymous with British tradition, become the "World War I" British army clothing and the British royal family of the imperial brand, in the dictionary even Burberry to represent the trench coat. After 100 years, Burberry has once again become the most sought-after hot fashion brand, favored by consumers of all ages. Fashion celebrities such as Sharon Stone, Madonna and Spice Girl Victoria have also begun to love Burberry.

In 1891, Burberry opened its first store in the British capital, in London's Haymarket, which is still the headquarters of the company. With traditional and careful design style and product production, Burberry was awarded the "Royal Warrant" badge by Queen Elizabeth in 1955. Today, Burberry's classic plaid patterns, unique fabric functions and elegant tailoring have become synonymous with British style.

In 1856 AD, the founder Thomas Burberry opened a clothing store in Basingstoke, Hampshire, England, in 1879, he developed a strong organization, waterproof breathable twill cloth -Gabardine (Gabardine), because of durable wear characteristics. It was soon widely used by British pilots and the army. In 1901, Burberry designed the first trench coat, the outbreak of the First World War, Burberry trench coat was designated as the senior military uniform of the British army, and in order to cooperate with military use, the design was also modified to double breasted, shoulder cover, warm thick pieces on the back, and D type metal belt ring attached to the waist, in order to collect ammunition, saber, etc. This practical and functional Trench Coat is also known as "Trench Coat!" Until today, open the British Oxford Dictionary, if you want to check the word "windbreaker", you will find that "Burberry" has become another generation of windbreaker noun, with extraordinary significance! Another Burberry classic can be said to be made of beige, red, black and white lines. Originally used for the trench coat inside the plaid, first appeared in 1924, elegant and fashionable tone, until today, Burberry's clothing and accessories series can be said to be the two classics with the trench coat.

In the late 1990s, the fashion industry blew up the general trend of brand rebirth, Burberry also began to seek breakthroughs in the environment. Ms. Rose Marie Bravo, the current CEO of the brand, joined Burberry in 1997, and successively hired Roberto Menichetti and Christopher Bailey as design director. While embracing the philosophy of predecessors, she has adopted unique design thinking. Reinterpret Burberry's new dynamic philosophy; Not only that, renowned photographer Mario Testino also worked for Burberry fashion advertising, with supermodels Stella Tennant and Kate Moss, as expected, won a lot of praise, so that the world's attention once again transferred to Burberry!

In addition to traditional clothing, in response to the advent of the diversified era, Burberry will also extend its design tentacles to other fields, and inject classic elements into them, launch related products, so that the traditional British noble personality and taste of life continue to extend them, and get a new life.

Ferrari

Ferrari [1] is a world-renowned manufacturer of racing and sports cars, headquartered in Maranello, Italy, founded by Enzo Ferrari in 1947, mainly manufacturing Formula One racing cars, racing cars and high-performance sports cars.

History and development编辑

法拉利

When the first Ferrari rolled out of the entrance to its historic factory in Maranello in 1947, the Ferrari story officially began.

Enzo Ferrari

 （Enzo Ferrari）

（Enzo Ferrari）He was born in Modena on 18 February 1898 and died on 14 August 1988. He devoted his life to the design and manufacture of racing cars, as well as to the track. The year 1919 was a special year in the life of Enzo Ferrari: he made his racing debut in the Parma-Poggio at Barceto, finishing fourth in a 4-cylinder car. He then finished second at the Targa Florio Grand Prix in a 4-cylinder Alfa Romeo. This success also opened the door to more than 20 years of cooperation between Enzo and Alfa Romeo.

On 9 August 1931, Enzo Ferrari finished second in the Circuito delle Tre Province race in an Alfa Romeo. After the birth of his son Alfredo, Enzo decided to give up racing and has since ceased his career as a racing driver to focus on team management.

In 1937, Enzo built the famous Alfa Romeo 158 "Alfetta" racing car, which continued to dominate the international arena. At the end of the year, the Ferrari team was disbanded, with Enzo Ferrari remaining as team principal at Alfa Corse. On 6 September 1939, Enzo decided to leave Alfa Romeo and start his own business. On 13 September, Enzo launched Auto Avio Costruzioni in VialeTrento Trieste, the former headquarters of the Ferrari team. However, due to the outbreak of World War II, all racing activities were discontinued. In late 1943, Auto Avio Costruzioni moved from Modena to Maranello. At the end of the war, Ferrari designed and built a 12-cylinder model, the 125 S, which made its race debut at the Piacenza Circuit on 11 May 1947, driven by Franco Cortese.

On the 25th of the same month, the car won the Grand Prix of Rome in the Terme di CaracallaCircuit. Since that fateful moment, Ferrari has racked up more than 5,000 victories in various races around the world, making it a racing legend. In order to meet the growing market demand, Enzo Ferrari sold 50% of the company to the Fiat Group in 1969, which was increased to 90% in 1988.

 Ferrari

At present, the share capital of Ferrari is divided as follows: Fiat Group holds 90% of the shares and Piero Ferrari holds 10% of the shares. In the late 1980s, after the death of the founder, the shareholders decided to revive the struggling company and in 1991 appointed Luca di Montezemolo as chairman, a position he formally resigned on 13 October 2014. The current chairman of Ferrari is SergioMarchionne.

Under the leadership of the new directors, Ferrari regained its dominant position in Formula One, launching a series of new models and expanding into new markets while maintaining its core values. Ferrari also launched the Formula Uomo business philosophy, a major innovation program that brings employees together by creating a bright, safe, innovative and eco-friendly working environment.

Ferrari brand编辑

Prancing mark

Ferrari logo

The legendary logo used by Ferrari has an unusual origin. The emblem was originally used as a personal insignia by Francesco Baracca, a decorated Italian World War I pilot and air force martyr, who painted the emblem on the fuselage of the aircraft he flew. In 1923, Enzo Ferrari met a mother of Francisco at a car race, who was so proud of her son's exploits that she offered to have Enzo Ferrari put the Prancing horse logo of his son's fighter plane on his car.

In addition to the familiar prancing horse, Ferrari's shield contains other elements. The yellow base is taken from the canary of Modena, in honor of Enzo Ferrari's hometown; The green, white and red colors above represent the Italian flag.

Ferrari red

At the beginning of the last century, the International Motorsport Association (AIACR, now the predecessor of the FIA) assigned red to Italian racing teams in order to distinguish them from other teams. At the beginning was divided into "red", Italians also quite complained. However, over the years, due to Ferrari's continuous creation of legends on the track and frequent podium wins, "Ferrari Red" has also become a classic color of Ferrari.

Ferrari F1 Team

 Ferrari logo

Ferrari is by far the most successful team in the history of Formula One. Since the start of Formula One in 1950, Ferrari has won 224 Grands Prix, 16 constructors' championships and 15 drivers' championships of the year.