How to write the slogan of your cashmere sweater?

"Polar fleece is the thinnest, most comfortable and warmest clothes I have ever worn."

The day after I went to work in 99 yuan polar fleece sweater, several beautiful sheep of the same style appeared in the office. Just when each of us wanted to blow the polar fleece to the sky, the big boss sitting in the corner finally couldn't help it: "Didn't you wear a cashmere sweater?"

Which is better and warmer, cashmere sweater or polar fleece?

The answers were all ready, but I fell silent with Meiyangyang.

After all, cashmere sweaters give me the impression of "luxury" and "Versailles". I know it's good, but I can't afford it. Polar fleece is enough for me.

But when I was shivering in an office with insufficient heating, I hesitated a little. Should I grit my teeth and wear a better cashmere sweater?

"I want comfort, not confinement."

Due to the complexity of manufacturing, the transaction is in grams, and the output is much lower than that of wool. In recent years, cashmere has become the most "middle-class" clothing raw material and won the nickname "soft gold".

In order to personally experience the feeling of wearing "soft gold", the leader said to reimburse me. I can only think of a cashmere brand-Ordos, the light of domestic products that "warms the world".

Although in my heart, Erdos is an aunt brand, and it is a good partner with Sanqiang brand underwear.

Source: Network

But when I opened official website in Erdos, I saw Liu Wen smiling at me?

What is the temperament of Ordos today? Please close your eyes: Spokesman Liu Wen's upper body figure, high sense!

After some investigation, it is found that there is a brand in Ordos called "1436", which should be paid attention to. Look at official website's introduction of elegant high-end, with a monthly salary of 20,000 for speeches. I have to rack my brains to come up with it.

"1436" is a rare treasure, because its cashmere is soft and precious: only the rare cashmere on the shoulders and sides of one-year-old Alba goat (a rare breed endemic to Inner Mongolia) can meet the strict requirements of 1436 with only 2 grams of raw cashmere per kilogram.

The brand "1436" is positioned at the top of luxury goods, and it is said that it is on the same level of competition as a Loro Piana with tens of thousands or even hundreds of thousands of cashmere.

As soon as I thought that your leader could be reimbursed for cheating, I immediately killed the store.

Fairy upper body diagram

Beijing International Trade Mall "1436" is located above Cartier, surrounded by famous brands such as Gucci, Saint Laurent and Tongrentang Coffee Shop.

Walking into the store, there happened to be two middle-aged sisters, carrying platinum bags and well maintained. At first, I was a little worried that the girl at the counter of "1436" would be a class scanner and a money detector for the rich and turn a blind eye to me.

Source: Xiaohongshu @ Zhou Qiqi

To my surprise, my sister received me warmly as if she were my own daughter. She also took the initiative to introduce me to the cashmere difference between Erdos and "1436" and asked me about my dressing style and preferences.

Open the door of the fitting room, boy, there are all kinds of clothes hangers, floor mirrors, sofa stools, even as big as my own room.

I carefully selected a noble and elegant cashmere skirt, hoping to have a little Hepburn temperament, but my friend's poisonous tongue is not a nurse's suit with a headscarf around his neck.

After sending the pictures to the editorial team, Juzijun said that she remembered her junior high school guidance director. When I announced the price, she quickly changed her mind and said that it actually looked like ZhangZetian from a distance.

Seeing that I will return empty-handed, in order to keep my heart, the cabinet sister took out the latest season's star products. I touched them gently, and the soft touch was like touching a baby's skin, which made me want to stick them on my face.

But looking at the color matching of scrambled eggs with tomatoes and the price tag close to five figures, I calmed down, waved my hand, implicitly expressed that I didn't like it, and added that I would show my mother around next time and leave politely.

Fortunately, Ordos has set up five brand lines for different consumer groups, namely "1436", "Ordos", "Ordos 1980", "Blue Ordos" and "Ordos Children". To put it bluntly, money is the key factor to decide where you go to spend.

Blue Ordos, a young brand owned by Ordos, waved to a young girl like me who didn't have much money in her pocket. After all, I failed to escape from the universe of Ordos.

So, I didn't dare to try on the extravagant "1436" dress. I went to the blue Ordos with an average price of 1000, tried seven or eight cashmere sweaters in one breath, and finally bought the order without asking the price.

I wonder, who can resist this feeling of transparency?

Source: Blue Ordos official website

Although you get what you pay for, how can a cashmere sweater of 1,000 yuan compare with top luxury goods? But it still meets my needs: comfort, no confinement.

But as the saying goes, even the best things have shortcomings. Since I started with two cashmere sweaters, I found that it is a difficult master, and the more expensive it is, the more difficult it is to serve.

For example, pilling of sweaters is an international problem.

Some girls think we have a hairball trimmer, don't they?

But I want to do my homework all morning. First of all, trimmers with various functions are dazzling:

Source: Little Red Book @lunatic_ 157

Then there are all kinds of "professionals", just like the Eight Immortals crossing the ocean to show their magical powers, but watching too much will only make their hearts more confused, for fear of accidentally tearing a small hole in the cashmere sweater.

How to wash a noble sweater completely stumped me, a little white with zero life experience.

Lazy people's first choice must be to spend money to solve problems.

So I called a chain dry cleaner in Beijing, and I promised that as long as I packed it and sent it to the store, I would not only clean it, but also get rid of hairballs. But when I asked if a cashmere sweater worth more than 10 thousand yuan would be compensated if it was washed out, the other party was silent.

This reminds me of an old news:

A lady spent 35,000 yuan on a Chanel blouse, which faded after washing. Complaining to the customer service, the customer service said, sorry, our products never consider washing.

When I was worried about how to serve the noble cashmere sweater master, I was inspired by Weibo who accidentally brushed it:

It's almost the Spring Festival, and I haven't prepared the new year's goods yet.

I decided to give the cashmere sweater to my mother to wait on.

"Old money temperament rich flowers, actually dressed like me?"

Although cashmere sweaters are difficult to serve, there are not a few celebrities who love cashmere sweaters.

As we all know, Ms. Yi Shu regards the matching of cashmere sweaters and flat shoes as a standard, and the heroines with good quality and style in her works basically follow this number of ways to wear them.

Shadow version of The Last Romance (1988)

The last romantic Nini in the drama version

From small to large, rich people with rich temperament love cashmere sweaters.

Zhang Xiaohui, a Hong Kong legendary woman in 1990s, strongly recommended the cashmere brand Loro Piana. In her original words, wearing Loro Piana is a lifetime thing, but few parents and children in the world can go shopping together and wear two or three generations of brands.

Rich elites also like to eat. In a family photo of Prince Antoine of LVMH Group, everyone has a single product of Loro Piana.

Although many celebrities like to wear Loro Piana, none of these photos appeared in official website.

Only antique cars, equestrian events and sailing events are Loro Piana's dishes. As the saying goes, the more proud, the lower the profile.

In the past two years, Loro Piana's biggest move was to invite Oscar-winning director Luc Jacquet to shoot the documentary Cashmere: The Source of Mysterious Land 20 19. There is no dialogue in the film, only a lonely shepherd and a group of white goats.

Source: Anti-underwear stance, Luc Jacquet is the director of Diary of the Emperor Penguin.

It can be said that Loro Piana is a typical old luxury company, earning money from rich people. Just like its Chinese translation, it has the faith and elegance of Lin Yutang's era. Its product strategy and marketing means seem to be a counter-current in the era when it is widely advocated to seize young consumers with the trend and actively carry out digital marketing.

But in fact, the young upstarts chose to hug Louro Piana actively, because LP satisfied their deeper desires.

First of all, VIP guests of Loro Piana are called "nomadic elites", that is, they travel around the world like trapeze artists, and it is common for them to be in three different seasons and four different time zones.

Grace Cook, a columnist of the Financial Times, said, "If you try to wear a sweater as soft as a cloud and go on a business trip once, you will not be interested in wearing other clothes to board the plane."

Therefore, Loro Piana cashmere has always been the first choice for nomadic elites to travel and vacation.

The crown princess of LVMH Group wears a full set of Loro Piana when flying.

Secondly, being a VIP of Loro Piana is like entering a connoisseur club, and everyone is in the same circle. The Financial Times reported that it took only 15 minutes for these elites who breathed the air at the top of the pyramid to exchange business cards at the private social activities organized by LP for VIP.

Some analysts estimate that after LVMH took a stake, Loro Piana's sales almost doubled. The people who have contributed to the growth of this brand in recent years are not only the Silicon Valley giants we are familiar with, but also the young rich in China.

In China, the popularity of the brand Loro Piana has also risen with the repeated Amway of fashion bloggers and kol. Everyone knows that there is a good thing called cashmere sweater, especially tens of thousands.

Angelina Jolie starred in Louro Piana.

Looking at the domestic cashmere market, domestic cashmere brand giants also embarked on the high-end route early.

After 20 13 acquired MaxMara foundry, ICICLE Hezhi Group insisted on high-end, and the price increase was amazing. Now the price is almost the same as that of MaxMara.

It also opened a flagship store in the rue Georges V in Paris. Later, it became the Paris line of ICICLE, and the design department made processing in Paris and China.

ICICLE Paris flagship store

Erdos Group, the cashmere king, has entered the era of multi-brand management, although Blue Erdos has taken a different approach and taken a young and people-friendly route; However, the target groups of other brands are high-quality people above the middle class.

In 20 18, Erdos also held an autumn and winter show at the ancestral temple in Beijing, and invited its spokespersons, such as Liu Wen and Yolanda, to take the stage.

20 18 Erdos Ancestral Temple Show

Cashmere giants go high-end, and consumers also buy it.

According to the 20 19 Report on the Consumption of Middle-class Women in China released by iResearch, under the trend of consumption upgrading, middle-class women have higher requirements for clothing materials, and cashmere consumption is booming. 20 18, the unit price of cashmere sweater increased by 18.7%.

But there is a question, why is cashmere sweater more expensive and more popular?

The advantage of high-end cashmere sweater is that it is warm, light and soft, and the texture looks tough and classy.

When you enter the room, take off your coat and still wear confident clothes, which makes your waist stand straight. Many sweaters or cheap cashmere sweaters are cheap at first glance, even if the style is new, it can't hide the poor texture, and static electricity makes people explode.

Moreover, most high-quality cashmere sweaters have no obvious logo, which looks low-key and somewhat different.

In recent years, from Tang Jing to Su Mingyu, female elites in the workplace who have a little money, taste and petty bourgeoisie like to wear high-grade cashmere sweaters.

Speaking of which, there is another joke. In the TV series "Thirty without Nothing", Wang Manni wore a Loro Piana, and the listing price ranged from 10,000 RMB to 20,000 RMB.

Everyone won't buy it, saying why can an ordinary cabinet sister afford to wear such an expensive cashmere sweater?

Therefore, there is actually such a psychology behind wearing high-grade cashmere sweaters:

When your power has reached the social status regardless of your status, you will turn the most essential question of "what is the most comfortable to wear" to the extreme.

This seems to be effortless, but it shows its identity of Versailles invisibly.

Nouveau riche vs old money's daily street dress is too hard.

Even if you sit in front of a billionaire who fought on Nasdaq and Silicon Valley, you should look up and down. He seems to be wearing a pullover that your father likes to wear when he walks around.

If he happens to answer a phone call and a few words pop up, such as "IPO, 4 billion", you specify this person to impersonate 13.

This is Bobby, my boss's biggest fan of Wall Street finance, from the American TV series Billionaire.

But this is the real Versailles, which is unknown.

A really rich man won't let you see how much money he has from his clothes. They will never buy a big logo, and they will tear it off in luxury.

But they have long been tired of wearing these, and cashmere sweaters are their favorite, because cashmere sweaters can hide them in the market.

Maybe the ultimate goal of rich people is to dress like your father.

To this end, they have worked hard all their lives.

References:

How Loro Piana provides 7000 cashmere coats for "nomadic elite" Financial Times

"Grab the upstream, find users, Loro Piana is a little fresh" First Financial Weekly.

How far is Erdos cashmere from the world's number one Loro piana? Their official website told us the answer. Just talk about fashion e-commerce