As times move forward, trends change. It is said that fashion is reincarnation, but all reincarnations are classics. Some trends that were once popular are just waves on the coast in the end, and they are gone after being photographed.
The ability of trendy brands to attract attention and money is amazing. Even if it is a joint brand, many people will pay for it. But no matter how big a whirlwind they have been, the brands that have experienced ups and downs are still the ones that remain in everyone’s hearts. They have been sought after by thousands of people and have gone through the darkest times, but in the end these stories have become classics and remain in the hearts of the public.
If you say which brand is most suitable for working women, then Céline must be on the list. Céline's design style is always free and independent, with both the sass of a big woman and the gentleness of a little woman. Céline's box bags have been released for many years, but they have always been popular. When they were most popular, they had to be stocked before they could be purchased.
In the eyes of many people, Céline is like a strong woman in the workplace, always rigorous and always confident. But in fact, it is not easy to be a strong woman in the workplace. Céline has gone through a lot of troughs to get to where she is today.
When Céline was founded, it was actually a customized brand of children's shoes. The founder, Ms. Céline Vipiana, was famous for her comfortable texture and extraordinary quality. Since then, she has successively launched women's bags and women's shoes. , and later entered the women's ready-to-wear market.
The purpose of Céline led by Celine Verpina is to create fashion suitable for everyone, and this concept has always been throughout Céline's brand concept, insisting on its own style and being low-key and comfortable.
Such Céline has been sought after by many women. In 1984, its classic model entered the Metropolitan Museum of Art in New York. But since then, Céline has been forgotten in the corner. It was not until it was acquired by the LVMH group that it survived with the strong financial support of LV.
With the support of LVMH, Céline not only survives in the cracks, but also shines with new light. In 1997, Michael Kors served as Céline's design director. At that time, French fashion was still in the luxurious style, but Michael Kors brought a simple, neat and dynamic sexiness.
Under the leadership of Michael Kors, Céline has restored its former glory. Even in his first year in office, Céline's sales soared by 41%. He found a new direction for Céline and re-ignited the brand. However, after Michael Kors left, Céline fell to the bottom again. Although two designers known for their pragmatism were found, Céline still failed to set off a trend again.
After Michael Kors left, Céline declined rapidly, but the development of Céline is like waves on the sea. Although there are ups and downs, it is always moving forward. Soon, under the leadership of Pheobe Philo, Céline became the Céline we know today.
It can be said that Pheobe Philo took over Céline in a crisis, but she did an unexpectedly good job. She adheres to the brand spirit of Céline, reshapes the brand image, and combines simplicity with use. At the Paris Fashion Week in 2010, she brought the comfortable and stunning Céline to the public, reorganizing the brand that declined in 2003 due to the departure of Michael Kors.
Today, Céline has completed its elegant turn. Although it has experienced many ups and downs, it has found its own path. Some brands are indeed unique, but Céline still has its own low-key and elegant charm.
Nowadays, Pheobe Philo, the Hand of God, has been gone for a long time, and there are still people who continue to regret Celine without her. Do you think Celine is rising or falling now?
In the fashion world, if women’s power is mentioned, Chanel must be the first one that comes to mind. Indeed, this girl from the slums changed the aesthetics of the times and established the Chanel empire by relying on the belief that "I have no control over my destiny." But in fact, Schiaparelli has also done this, and is known as the only woman who can compete with Chanel.
Elsa Schiaparelli, the founder of Schiaparelli, is an out-and-out avant-garde. She published a collection of erotic poems and rebelled against her family. Her parents sent her to a convent boarding school. She went on a hunger strike to protest. Her parents arranged for her to marry a wealthy businessman, but she chose to escape to London and wander with the person she loved. When her husband was unfaithful to her, her choice was to divorce decisively.
In terms of personality, Elsa Schiaparelli is as determined as Chanel, but she is more decisive than Chanel, and this attitude is also implanted in the soul of the brand Schiaparelli.
Schiaparelli’s style can be described as surreal. The sweater she designed has a confusing scarf around the neck and an upside-down shoe-shaped hat. It is also similar to the surrealist master Salvator. In addition to a dress painted with a giant lobster, the Dali collaboration also included a black figure-hugging gown with padding and bulges reminiscent of the bones underneath.
But in addition to these surreal designs, she is also a pragmatist. She designed culottes, which caused quite a stir when tennis player Lilí ólvarez wore them in 1931. In addition, she also boldly used Barbie pink and used zippers as "fashion" elements. Even the perfume launched by Kardashian that is packaged with the female body imitates her design.
Schiaparelli’s designs are always original. Although they are avant-garde, they are still sought after by many people. The Duchess of Windsor also invited her to design clothes for herself. In 1934, she became the first person to wear clothing on the fashion show. The fashion designer and female entrepreneur on the cover of Time magazine has become the only female designer who can compete with Chanel.
But the war broke out, and Elsa Schiaparelli left Paris for New York. When she came back after the war, Dior's elegant and romantic new look had already occupied the hearts of female consumers, and her pioneering designs were gradually declining.
Schiaparelli closed her shop in 1954, and her fashion house in Place Vend?me remained closed until her death in 1973. Many people considered Schiaparelli's exit midway to be a major regret in the fashion world. Her influence can still be seen in the works of Comme des Gar?ons, John Galliano and Prada.
However, in 2012, Schiaparelli returned to the market. Although the brand has experienced ruptures, its new designer Daniel Roseberry inherited the brand DNA and combined it with the trends of the times to create refreshing avant-garde artistic designs.
Today Schiaparelli still insists on only doing advanced customization, but it has once again returned to the public eye. In the past, celebrity Kardashian Kardashian wore Schiaparelli's abs outfit, and later, Lady Gaga wore Schiaparelli's dress when performing at the inauguration ceremony of US President Biden.
Schiaparelli’s design is too bizarre for many people, but this design soul is inseparable from the founder’s shocking life.
Although cross-border co-branding has become a standard feature of every brand now, Schiaparelli is the pioneer of co-branding. There is actually still a long way to go before brand revival, but Schiaparelli has taken an unusual path from the beginning. Schiaparelli never caters to the market and boldly creates his own fashion.
Do you remember IBM?
IBM, the International Business Machines Company, was founded in 1911. In its history of more than 100 years, IBM was once the biggest beneficiary of the computer age, and it was also considered a dinosaur that was about to be exterminated in the industry. But after the storm has passed, IBM still has more than 300,000 employees around the world, and its global operating income is still far ahead.
The history of IBM is almost the history of the development of computers. Over the years, its business has not only targeted ordinary people, but has also made many achievements in high-tech fields such as aerospace engineering. Even during the war, it built the HAVARD MARK (the first large-scale automatic digital computer in the United States) for the Navy.
From the past to the present, IBM has always been obsessed with technology, and they have also maintained their position as having the most patents in the world. But in the late 1980s, computers tended to become smaller machines, and companies like IBM that focused on manufacturing large machines began to lose their former glory. Even the IBM PC compatible manufacturer that they cultivated was just a wedding dress for others.
From 1990 to 1993, IBM suffered losses for three consecutive years. In 1993, the loss in one year was as high as 8 billion U.S. dollars, and the cumulative loss reached 16.8 billion U.S. dollars, setting a record for the second highest loss in the history of American companies. It used to be the industry leader, but at that time, IBM's mainframe computers were in an unprecedented depression, and the share of personal computers was also squeezed out of the top three.
At that time, IBM was facing a shipwreck and turning around. The public believed that it was like a dinosaur at the turn of the century, about to perish. People within the company were also panicked and gloomy. But IBM did not give up on itself and kept thinking of ways to make a living. Finally, Gerstner, who had never been exposed to the computer industry, came to save the company that was already in its twilight.
For many people, IBM's sudden failure was because the product did not adapt to the market and failed to keep up with the times. But this is only part of the reason. The centipede is dead but not dead. The greater part of IBM's crisis still originates from within.
IBM is accustomed to being the industry leader, and the staff at the top and bottom of the company are also very arrogant, the bureaucracy is very serious, and the power struggle between various departments is very serious, which directly leads to sales failure.
Faced with this situation, layoffs are the best solution. However, IBM founder Watson came from a poor background and set rules when the company was founded. He could not lay off employees easily. He would rather bite the bullet and fight for survival with all employees. If layoffs are to be laid, then Gerstner will undoubtedly shake IBM's foundation. But he is not bound by this rule. IBM has reached a critical juncture. It can't build without breaking. Only by overturning the rules can hope be found.
With this attitude, IBM got rid of its bloated organization, moved lightly, and made huge strategic adjustments, turning IBM from a traditional hardware company into a company that specializes in solving problems for customers. The software and services department has also transformed from the previous auxiliary department to become the three pillars of IBM together with the hardware department.
As a giant company, IBM's glory is enviable, but when the crisis came, it faced a more severe test, and even reached a critical moment of life and death. But IBM has been fighting hard and struggling to survive.
When faced with a dilemma, it chose to overturn the rules and find its own way. Finally, it could become a giant in the computer field with a new look.
There are many brands that make luxury goods, and there are also many brands that make expensive mobile phones, but only VERTU makes luxury mobile phones.
The story of VERTU begins next to a swimming pool in Los Angeles, USA. Frank Nuovo, then the chief designer of Nokia, suddenly wanted to make an innovative mobile phone while on vacation. It is not mass-produced for the public, not an ordinary mobile phone, but a mobile phone that has been carefully polished and looks like a work of art.
Thus, VERTU was born.
In October 1998, VERTU company was officially established. Designer Frank Nuovo adheres to the concept of creating the world's top luxury mobile phones, integrating exquisite craftsmanship, top luxury materials, innovative technology, and the most unique services, and is committed to bringing an extraordinary experience to the global elite. .
With such persistence, Signature was born. As the world's first luxury mobile phone, Signature's hand-stitched details and polished titanium body are all hand-carved by industry masters. The entire phone includes 388 parts, and its internal structure is as precise as a mechanical clock. It is composed of 25 types of precision-made Swiss watch screws. Finally, the entire phone is assembled by hand by a craftsman and engraved with his signature.
Signature was launched in a scenic spot overlooking the Eiffel Tower in Paris. It pioneered luxury mobile phones. It uses sapphire as the mobile phone screen and ruby ??as the keyboard, allowing customers to feel the extraordinary creation of VERTU at their fingertips. brand spirit.
In 2002, VERTU also launched the "Private Butler Service". VERTU integrates the world's top resources to help elite customers further occupy the high ground of life, meet the discerning tastes and unique needs of customers VERTU users, open up contemporary luxury customization technology, and lead privilege claims.
VERTU has pure British ancestry and has been sought after by thousands of people, with annual sales reaching billions of dollars.
But technology is developing too fast. When the smartphone era came, VERTU, which is famous for its luxury, failed to get into the trend of full touch screen in time. Although it also launched a smartphone, it still failed to win the favor of the public. For this reason, VERTU was silent for a while.
When smart phones arrived, some brands became the waves that were knocked down, and some brands soared, but VERTU was neither of them. It was once poured cold water on by the times, but in the end it decided to face the difficulties and move forward.
After regrouping, VERTU combined brand genes with cutting-edge technology to create smartphones with the VERTU mark. In addition to top-notch mobile phone performance, VERTU insists on using sapphire screens, supplemented by rare leather and various types of jewelry, and made with top-notch craftsmanship.
Today's VERTU has swept away the haze of the past, adhering to the principle of creating extraordinary, making mobile phones into luxury goods, and insisting on personal assistant services to create extraordinary lives for customers. In addition, VERTU has learned from past experience and remains highly sensitive to emerging technologies. Whether it is folding screens or 5G technology, VERTU is advancing with the times.
The times have given brands both opportunities and challenges. In the long history of history, some brands are as beautiful as flowers, but they still cannot bloom forever. But some brands are like standing trees, experiencing wind and rain, but always growing upward.
Brand inheritance will inevitably go through many hardships, but the darkest times we have gone through eventually become stories, engraved in the soul of the brand. Diamonds can shine brightly only after being polished, and the hardships experienced by these brands have become stories, and these stories have finally become classics.