Borussia: A Beautician Of Luxury&Nbsp; Make "SPA" For Handbags

Having a luxury handbag Before, few people considered the maintenance after it became dirty, old and damaged. Similarly, extravagant The maintenance of handbags was not in the mind of brand manufacturers. From the beginning of its birth, luxury handbags have been a symbol. They are different from ordinary handbags in terms of price and function. The owner is usually the rich class. With the seasonal change of the fashion industry, the life cycle of a single luxury handbag is short. In short, it is a trend Consumables are often abandoned due to obsolescence, which is totally different from daily functional consumables. Based on this positioning, most luxury handbag brands do not provide handbag maintenance services.

But in the Chinese market, consumers of luxury handbags are not only the rich, but also the growing middle class. These people who are willing to queue up to buy luxury handbags have changed the way luxury goods are consumed. In their imagination, handbags are not only a fashion symbol, but also should enjoy lifelong maintenance services like high-end customized clothing. But this new demand does not conform to the positioning of luxury brands, but also means huge service costs. Almost all luxury brands have not set foot in it. But Borussia discovered this new land. As the first luxury handbag maintenance brand in Beijing, Borussia put forward the concept of "SPA for handbags". In the past two years, it has cooperated with a number of luxury brands to open stores to the gathering places of brand handbags all over the country.

Due to the lack of professional service institutions, many people's first reaction to Borussia is surprise. In order to build brand trust, in December 2008, Borussia opened its first store in Beijing Jianwai Soho, where luxury brands gather. After measuring the flow of people, Borussia decided to take advantage of its geographical advantages to let potential customers actively find its existence in the shopping process, and at the same time create a first impression different from roadside maintenance stores or laundries. It only took more than a year for the first store of Borussia to become profitable due to word of mouth. Today, there are nine stores in Beijing, Shenyang, Hohhot, Qingdao, Hangzhou and Chengdu. It encourages customers to become members and provides postal services to cities that cannot be covered. Its store opening strategy follows this principle: follow luxury brands to enter the business district.

It seems to be expanding rapidly. In fact, Borussia is going through the stage of educating consumers and formulating industry standards. Duan Le, the marketing director of Borussia, said that before accepting each handbag, the front desk service staff would make a diagnosis and provide maintenance suggestions based on the materials, colors, models, service life, stains, cracks, discoloration, scratches, stains and other problems. For example, the effect of GUCCI canvas bag cleaning will be obvious; LV's dark pattern bag is made of a transparent plastic called PVC, which is difficult to wash off once dyed. Duan Le said: "Many customers' understanding of maintenance is very extreme. Some people think that after cleaning, handbags should be the same as new ones. In fact, handbags are like clothes. They can only be stored after cleaning during the season change. How they are stored also determines the appearance of a handbag."

In other words, how to maintain high-end handbags is a real skill. Previously, there were only employees engaged in washing in China. For this reason, Borussia hired a professional technician from France as the technical director, responsible for training and technical supervision. Its luxury handbag SPA concept provides more than 20 segmentation services. Services are divided into two categories: basic cleaning and maintenance treatment and renovation and repair based on basic maintenance. Among them, the charge for cleaning and maintenance is 300 yuan a time, which usually takes about a week; The cost of renovation and repair is up to 1000 yuan, which takes 10 to 20 days depending on the material and model of the handbag. After proving its own financial and technical strength, Borussia has reached cooperation with most luxury brands, and the latter has become the most effective promoter of Borussia. When customers have needs, luxury brands will recommend the new "beautician" to them.