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香奈儿:百年优雅

时间:2014-05-18 15:14:26   来源:

香奈儿:百年优雅
Chanel:A Century of Elegance

香奈儿公司是世界著名奢侈品牌“香奈儿”经营商其主营产品几乎包括了时尚界所有重要方面,总部位于法国黎,创始人为已故的时装设计大师可可·香奈儿。香奈儿公司拥有许多被奉为永恒经典的产品,其中最著名的是5号香水,玛丽莲·梦露、妮可·基德里等各个时代的巨星都曾出任此产品的代言人。
Chanel S.A., commonly known asChanel, is a Parisian fashion house founded by the late couturier CocoChanel, recognized as one of the most chic in the haute couture. Specializing in luxury goods, the Chanel label has become one of the most recognized names in the luxury and haute couture fashion industry. According to Forbes, the privately held House of Chanel
is jointly owned by Alain Wertheimer and Gerard Wertheimer who,are the grandsons of the early Chanel partner Pierrt Wertheimer.
The company has had many high-profile celebrities as spokes models, including Catherine Deneuve Nicole Kidman, Audrey Tautou,and most famously, Marilyn Monroe pictured splashing herself with a bottle of Chanel No. 5. The image is certainly the most famous of all Chanel advertisements, and continues to be one of the most popular advertisement photos in the history of marketing, used countless biographies, and still in large quantities as a poster piece using Marilyn Monroe model.
百年不衰的优雅盛名

百年老店香奈儿绝对是个特例。在其百年历史中,香奈儿不曾失尚界领军企业的位置,一直以品称。时尚界有种说法:“当你不知道该穿什么时,选择香奈儿肯定没错。”那么,香奈儿延续百年成功的背后,有着怎样的故事呢?
Lessons in durability and relevance from a near century-old brand.
We can all think think of them: brands that were once icons and that now seem more like high street relics.Flagging,they wait for a restructure ofr buyout,shadows of their former sselves:Surviving because of who they were rather than what they are.
Others looked have thestaggers, only to have picked themselves up and walked across water. The truly intriguing though are the brands that have retained or even grown their strength with the fullness of time. Why do some brands that have been around for decades continue to captivate us whilst others that were once considered invincible have died or lost profile? How do you avoid redundancy in the attention economy?
The continuing icon status of the Chanel brand is no accident-and there are powerful lessons for others in why this nearly 100 year old brand is still a brand of choice for everyone from worldly rappers looking to name-drop to sophisticated fashionistas(非常时髦的人)looking to make a room entrance.stop-the room entrance.

繁华背后的独门秘诀

香奈儿作为一个成功的品牌,与其独特的品与品牌战略是密不可分的。近百年来,香奈儿的品牌特征是很明显的:首先,香奈儿一向是忠于自我、恪守本源的,力求在保留初期传奇色彩的同时,为品牌形象添加符合时代特征的新元素,并且坚持长期策略为主;月其次,作为一个奢侈品牌,香奈儿从来都没有忘记,在保持自己高贵形象的同时,兼顾在普通大众心中的形象与影响力。这也解释了香奈儿历经社会变革,却长期保持极高的客户品牌忠诚度及世界范围内的绝佳声誉的原因。
Chanel has remained rue to itself. The Chane lbrand understands that the legend of Chanel is
a huge asset that it ust jealously protect and nurture. Chanel has evolved, changed,challenged,and amazed but it is always unerringly Chanel. Those intertwined C's symbolize that-instanly.The sight of them is an immediate promise.Pierre Cardin or Mary Quant-brands that in their time were also hugely powerful and influential-have not fared well.
One wonders whether consistent private ownership has played some role in this successful strategy. Reporting only to themselves, the House's owners have perhaps been able to retain their integrity and think about the long-term in ways that public owned entities, with their investors' huge demands for instant growth,might not have permitted.
Chanel has understood the need to be accessible and yet specific. One of the great ironies of the Chanel brandis that it is known by everybody, aspired to by nearly all, and yet worn and experienced [in its couture by very, very few.
By building its reputation, and yet restricting its clientele, Chanel has continued to cultivate a mesmerizing mystique and allure in the face of unrelenting competition. They've also understand the huge power of access points. Even if you can't afford the dress or the
suit, the cosmetics and fragrance are there for the asking. That's been very, very clear
because Chanel is, and always has about its audience. Fads and trends me and go-and ideas
drift in and out of fashion. "classic" brand like Chanel understands that timeless appeal
is much more important than whim.
Unlike others, this company has not succumbed to “catch all”marketing. The very fact that Chanel is in the fashion business makes this all the more remarkable, because they have not let what they do year in, year get in the way of defining who are and what they believe in the longer term.
第三,香奈儿永远关注细节。自创始人可可·香奈儿起,香奈儿对细节的极大关注与创造性设计已经成为
了一个传奇,任时尚界风云变幻,奈儿从不犯错;第四,香奈儿的品牌故事独特而有魅力。其品牌创始人原名加布里埃尔·香奈儿,出身贫寒,在孤儿院长大,“可可”这个名字源自她当年迫于生计外出卖唱时的一首代表作。可可·香奈尔的设计永不过时、耐人寻味且充满激情,同时她的一生也成了香奈儿品牌精神的最佳体现。
Chanel has always been about the detail.
Coco Chanel herselfunderstood that time-proven brand never take their eye off their
image and that are built powerful brand stories on substantiation consistency. In Chanel's case, attention to detail is legendary. A true Chanel jacket, for example,retains its straight line through a gold chain stitched into the hem.
At a time when so many companies are shipping what they do off-shore, or short-cutting what
makes them unique in the pursuit of efficiency, there's a cautionary tale to be drawn from not losing or outsourcing what makes you special.To those that care ,the Chanel level of
detail is unmistakable. The detailing itself may change, but the spirit of
meticulousness and the attention to the smallest elements are never compromised.
Chanel has a powerful story.Coco Chancl's humble beginning were also a blessing in disguise.
Most of us are aware of the rags to riches story of Chanel's life.Born in lowly circumstances and raised in an orphanage, Chanel changed her name from Gabrielle to Coco
supposedly in honor of a song she performed cabarets, In time, she raisedthe capital to start her own fashion business. Her circumstances forced Chanel to literally create the
story and the philosophy of the brand fro scratch. She was perhaps the first celebrity designer; the first person to turn herself intoa living embodiment of her philosophy in order to highlight her work. She was one of those rare people who understood how and why what appealed to her would also work for others. She drew on her instincts, talent and preferences to create lines that timeless, intriguing, daring and aspirational. Her personality bestrode her work, and yet it avoided being self-indulgent. That story is
still very much part of the way that Chanel conducts its business.
最后一点,也是最特别的一点:香奈儿从来不以名气为目标。在世界范围内,香奈儿的品牌效应十分惊人,从“小黑裙到斜纹软呢西装,从间棉手提到举世闻名的“5号”香水,不喜欢争名的香奈儿从容不迫地
在各个领域成为王者。正如许多经辉煌的品牌一样,香奈儿的品牌运作也面临着许多外人难以想象的
巨大风险。但正是不看重名气,尤其是不刻意追求一时盛名的风格,使得香奈儿一路高奏凯歌:不以名气为目标,才有了超凡的优雅感;不局限于短期名气和炒作效应,才有了经久不衰的强大品牌影响力。
Chanel has neversettled for being famous. The little black dress,the tweed suit, the quilted
handbag, perhaps the most recognized scent in the world. Chanel has contributed so much. Lesser brands might have been tempted to hit "cruise control" and mine the brand for all it
was worth. Not Chanel. Today, under Lagerfield, it is still a synonym for perfectly-stated chic. Chanel invented herself and the brand she became. But Lagerfield has continued to
refresh and revitalise the icon in ways that continue to win admiration and praise.
Some may question whether Chanel is a realistic benchmark for those looking to manage older
brands in more prosaic sectors.Far from being an easy choice, however,Chanel is an example of a company that could also easily have got it wrong-and chose not to do so. After all, they have a particular audience, they are in an industry that reinvents itself by default, they are surrounded by players who can undermine them on price and distribution, and they
were at one time synonymous with a charismatic, high profile personality who passed on. In many ways, the odds could easily have stacked against them.

时尚帝国的十大品牌真理
从香奈儿的品牌运作中,我们可以学到很多,下面总结十条香奈儿品牌真理:
So why have Chanel succeeded where others have not?What are they doing that other brands their age have not? Here are my ten big takes from theChane story. They form important lesson for time一honored brands looking to future-proof their progress. 10 lessons from the House of Chanel:
1 .Have a cause.
有明确目的。
2. Understand what is timeless about what you offer and what is not.
理解你提供的商品或服务中,能存下来的是什么。
3 .Recognized what those who loyal to you really love about you and what others have yet to find.
识别出品牌的忠诚追随者和潜在客户。
4.Don't change anything that makes you competitiveand distinctive(众不同的).
不要改变任何能增强品牌竞争独特性的东西。
5.Do change in ways that are true to your spirit yet meet the needs of your customers.
任何符合品牌精神,又能满足客户需求的变化,都是必须的。
6. Live your brand story without hesitation.
毫不犹豫地保留品牌故事。
7. Work within the absolutes of philosophy.
用品牌哲学指导品牌运营。
8 .Be where people expect to find and/or would like to find you.
在与外界预期相符的、或是顾客喜见的领域、场所发展。
9. Keep your customers curious.
永远让顾客对品牌感到好奇。
10. Know your history, but don't b slave to it.
铭记历史,但不要成为它的奴隶。

关键字:香奈儿

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