This director is vindictive.

Chapter 539 To those luxury goods we bought on our knees back then: Stand up! We demand after-sales service!
Well, it's probably due to the overall economic climate. With the global economy in a downturn, even the wealthiest families aren't having enough to eat!

Moreover, regarding haute couture, how should I put it? In most cases, people's inherent perception is that it's a one-time thing.

Of course, this perception is deliberately created by those haute couture brands.

But this time, Huayun did the opposite, letting everyone know why haute couture must be a one-time thing.

For those who can afford haute couture, this might not really matter.

However, the most important thing about this thing is that it's not meant for this particular group of people, but for the general public.

Of course, wealthy people also want to be respected, or rather, they need this kind of service even more. They spend hundreds of thousands or millions to customize haute couture clothing, but the worst part is that most of the time, there is no after-sales service. Moreover, usually, they won't tell you clearly how the clothes are made, after all, it's all about a mysterious craftsmanship.

But everything is subject to comparison! For those haute couture clients, yes, this kind of high-end custom-made fashion may only be worn once, and after-sales service may seem unnecessary.

The problem is that after-sales service isn't really necessary, but you can't do without it, right?
Some might ask, then why did everyone accept this rule in the past?
That's because, frankly speaking, in the past, luxury brands and haute couture stood together, and the rules they set were already passively accepted by everyone.

What defines high-end, classy, ​​and sophisticated? It's not just about wearing clothes that look high-end and sophisticated; it's also about providing the kind of "service" that matches that high-end image!
I won't go into details about customized services; the key is attitude, attitude, attitude!

Huayun's latest feat goes beyond this. In contrast to a top luxury brand blaming its customers for a "washing dispute," Huayun directly released a video of the "pressure resistance test" of Gong Li's LED cloud brocade robe—a robotic arm simulated wearing and friction for 200 hours, and the optical fiber remained intact.

The accompanying "Haute Couture Care Guide" not only teaches dry cleaning techniques but also thoughtfully notes, "If you spill hot pot broth, use a cotton swab dipped in white tea to clean it!"
Furthermore, we offer 24-hour on-site after-sales service, so any problems can be handled at any time.

Comparing the two, both involve spending a huge sum of money to customize clothes, which one is more comfortable? The answer is obvious.

The reactions of ordinary netizens are as follows:

"Buying haute couture used to be like opening a blind box, now buying Huayun is like watching a documentary—even if it's expensive, you have to understand why you're paying for it!"

"Brand X: Our haute couture can't be washed. Huayun: Our haute couture can withstand 200 hours of friction from a robotic arm!"

"I suggest that all luxury brands come to Huayun for further training, and stop using 'delicate' as a fig leaf!"

The reaction from haute couture clients is as follows:
"Hua Yun's service has truly broadened my horizons!"
In the past, when I attended important events, I also commissioned international designer brands to make haute couture gowns.

To be honest, their service is simply appalling. They sell you the clothes and that's it; there's practically no after-sales service whatsoever. Even if there's a problem with the clothes, you're too embarrassed to argue with them because this "sell and forget" mentality is the unspoken rule in the entire industry.

If you actually go to after-sales service, people in the industry will laugh at you for being petty and think you're lowering your standards.

But Huayun is completely different! From the initial custom-made service to the detailed 'birth certificate' for each garment, these are already incredibly thoughtful.

What surprised me most was that when I first wore Huayun's haute couture to an event, they actually sent a stylist to accompany my team the entire time! From the beginning to the end of the event, they were on-site, ready to handle any clothing issues. This kind of service attitude truly deserves the title of 'high-end customization'! It's not the kind of attitude where they 'turn their backs on you after getting the money.'"

Actually, there's a big misunderstanding here.

Traditional haute couture brands do offer after-sales service, but they deliberately portray haute couture as a "disposable consumer good," making consumers think, "These clothes are so expensive, you only need to wear them once, why would you need after-sales service?"

To put it bluntly, it's industry-wide PUA! Those luxury brands have been brainwashing consumers:
"Haute couture is a red carpet gown that you wear only once!"

"You're thinking of washing such expensive clothes? That's so cheap!"

"Do truly wealthy people care about after-sales service? They just wear them and throw them away!"

Over time, even those who can afford haute couture begin to think:
Asking for after-sales service makes you look low-class!

Asking about cleaning methods shows you don't know anything!

If there's a problem with your clothes, you just have to accept your bad luck!

Huayun's actions have directly torn away this veil of pretense:
Why shouldn't I be able to get after-sales service when I spend hundreds of thousands on clothes?

Who says haute couture has to be a one-time thing?

"We want services that match the compensation our clients pay, and complete transparency throughout the entire process!"

Of course, it's impossible to replace haute couture. This market may not seem big, but in reality, it's quite large.

However, Huayun Haute Couture's sudden high-profile promotion of its services has indeed acted like a catfish, stirring up the entire industry's service landscape.

Many people have noticed that in the past, unless you asked for it, the other party would not provide those services. However, as Huayun began to gain momentum, the service attitude of other high-end brands suddenly became more proactive.

As mentioned before, Huayun also offers these services; the difference lies in whether they are proactive or reactive. In the words of industry insiders, "Huayun's haute couture service may not be the first of its kind, but because of the previously 'aloof' attitude towards haute couture services, Huayun's haute couture service has suddenly become a new benchmark!"

It’s quite interesting to talk about.

A very interesting consumer psychology phenomenon is that the so-called high-end market essentially needs the support of the mass market to be established.

Just like wealthy players in online games, if the server is full of whales who spend a lot of money, there are no ordinary players to compare them to, so their sense of superiority has no way to be demonstrated.

Specifically, the "noble" attribute of haute couture needs to be maintained precisely through the admiration and discussion of ordinary people. Just like the glass windows of luxury stores, they need to be visible to passersby, yet unaffordable for them; this sense of "unattainable" distance is where their value lies.

The rules of the game for fashion discourse are also ironic: on the surface, designers say "ordinary people don't understand aesthetics," but in reality, they rely on the public's discussion.

For example, Balenciaga's "garbage bag fashion" wouldn't have generated any buzz if it hadn't been met with widespread ridicule online.

The most typical example is the transformation of the "socialite economy." In the past, they pooled their money to show off luxury goods, aiming to create a sense of superiority by claiming "I'm more sophisticated than you." Now, they've collectively switched to showcasing Hanfu (traditional Han clothing) culture, essentially still playing the superior game of "I know more about tradition than you." Without the "lack of understanding" of ordinary people, their "understanding" wouldn't stand out.

Huayun's success has precisely broken this distorted rule—when haute couture dares to make the production process transparent and to have a serious dialogue with ordinary consumers, those high-end luxury brands seem like insecure nouveau riche.

It's like a pay-to-win game suddenly encountering a fair competitor, and the big spenders realize they've been paying for the label of "foolish and rich" all along.

Ultimately, any so-called high-end market is just a mirage created by the mass market. Like a free-to-play online game without ordinary players, no matter how much money whales spend, it's just a competition among the wealthy to see who has the biggest account balance—what's the point then?
What kind of situation is this?
Currently, social media in China is buzzing with discussions about this fashion week, including shows like "Hanfu Millennium Show."

A discussion of the intense competition in Huayun's high-end custom-made products.
If that's all there is to it, then perhaps it won't matter much, since these are just superficial appearances.

However, the actual feedback in the data and market response has made some overseas high-end luxury brands uneasy.

Because the first to betray us were not strangers, but Chinese celebrities.

On the one hand, it's because traditional Chinese style is trending now, and the ancient Chinese clothing show is a hot topic. On the other hand, it's because if you attend an event and wear clothing with certain traditional Chinese elements, it will always attract media reports and heated discussions among netizens.

At the same time, they can get better services. After all, only a few celebrities endorse those high-end luxury brands. For the vast majority of celebrities, they have indeed fought tooth and nail for a certain high-end luxury endorsement in the past.

But if I can't get it, shouldn't I, as a consumer, have my own rights? If you won't give it to me, Huayun will!
The entertainment industry and the fashion industry have never been separate.

It can be said that celebrities in the entertainment industry need to rely on fashion to adorn themselves, but the fashion industry also needs the approval of celebrities to gain public recognition and assert its authority.

Because celebrities, as public figures, wear clothes differently from models.

With sales declining repeatedly, high-end fashion brands are starting to panic.

Because if this trend continues, it will only get worse. As for thinking that this trend is just temporary, that would be too naive.

Why does the fashion industry hold so many big shows every year? It's all about maintaining continuous exposure and influence.

But similarly, if China can hold a "Millennium Show of Chinese Clothing" this year, does that mean it can't be held next year?

Once these subtle, high-profile shows become regular events like Milan Fashion Week and Paris Fashion Week, their influence will only diminish.

If they can't beat someone, they'll join them; for them, that's really no problem at all.

They'll kneel down and lick boots if the benefits are enough.

Soon enough, big news broke in the fashion world.

This year's traditional Chinese Qixi Festival.

Several high-end international brands will join hands to host the first fashion show featuring Chinese elements.

The other party was surprisingly efficient, and quickly finalized the deal for the first "Chinese Elements Special Fashion Show" jointly organized by several well-known high-end luxury brands!
It must be said that the other party's long-term planning and foundation are far superior to Huayun's.

The entire fashion world was in an uproar.

My attention was immediately drawn to it.

Of course, some media outlets have stated that the fashion industry has finally had enough!
They couldn't sit still, could they? It's the traditional Chinese Qixi Festival again, and it's also a fashion show featuring Chinese elements.

It's clearly a case of "I'll join too."

(End of this chapter)