It all started with the grand project initiated by Louis XIV, the French sun king. This is the most influential brand packaging ever. The name of this brand is "France". 170 1 year, painter hyacinthe? Rico painted a huge portrait for Louis XIV, and Louis XIV was very satisfied. In the picture, Louis XIV wears a tall wig, a blue satin embroidered gold royal robe inlaid with mink, a scepter in his right hand and a sword in his left. A crown is displayed on the table next to him, and a pair of beautiful legs are wrapped in close-fitting pants. The shoes under his feet are particularly charming-there are diamond buttons and shoelaces called "windmill belts". The shoelaces in the painting are bright red, which complements the crimson high heels. In the year of the portrait, Louis XIV was 67 years old, and his swollen and inflamed legs could not support his body, but the painter still put a pair of young and energetic legs under his old face, posing as a ballet dancer and stepping on red high heels. The British novelist Thackeray teased the painting: "People can see at a glance that the majesty of the king is wrapped in wigs, high heels and imperial robes." What needs to be clearly distinguished is that hairdressers and shoemakers "created" the king, and the king also "created" new positions such as senior hairdressers and royal shoemakers. He invented a dazzling clothing system, which further boosted the French fashion industry, which can be described as "fashion for the country". For the French, taste is the greatest achievement of business. "The" French taste standard "created by Louis XIV is like the legendary golden finger. Just shake it and you can turn stone into gold. By 1700, Paris became the largest city in Europe, and France replaced Italy as the cultural center of Europe. The "French taste standard" made by Louis XIV is like the legendary golden finger. If you sprinkle it casually, it will become gold. For the French, taste is the greatest achievement of business. Louis XIV was well aware of the mystery and tried to package himself as the richest, most fashionable and most powerful king in Europe. Take Versailles as the stage and personally act as the image spokesperson of luxury goods. With the progress of cities in the world, once luxurious urban construction may become a necessity today, while Paris, which retains many historical traces, may never surprise newcomers like the Sun King era. Vendom Square still exists, and the dream of Sun King has been inherited and further expanded. Paris can also be called the capital of art, the capital of museums and the capital of books ... its charm has become more subtle and needs to be savored. Louis XIV seems to know that his goal is to build a world capital and a fashionable shopping environment. The establishment of street lamps makes people no longer worry about safety when they travel at night, and they can walk boldly through the streets of Paris with confidence, shopping or entertainment, and nightlife has never been so colorful. The king's wish came true: the money taken from bandits can be used to buy French luxury goods. The king ordered cobblestones to pave the street instead of the original dirt road. 1676, Louis XIV spent a lot of money to buy swans-the king spared no expense to add flavor to Paris-these noble animals were kept in captivity on the busy Seine River and were not suitable for their survival. 1667, Xiang Street started construction in the same year when the street lights were on, which may be the first boulevard in the world. These, together with a brand-new shopping market, a boutique with beautifully designed window displays, a fashionable and beautiful shopping guide, intimate service, an elegant coffee shop taking a nap in the middle of shopping, and a portable folding umbrella, constitute an excellent shopping environment in Paris since childhood. In our time, daily life was initiated by France at that time, and people all over Europe were fascinated by its magic. 1667 10 In June, Paris began to implement the night lighting plan, becoming the first city in the world with street lamps. In those days when there was no electricity, it was an expensive project, so the king added a special tax, but the total tax was only a little more than the actual candle consumption. This move has been followed by major European cities. 1687, a new mirror-making technology was born in France. Since then, France has completely surpassed Venice to become the largest mirror-making country. French mirrors are sold all over the world, bringing huge income to France. At the same time, small-sized mirrors become cheap and fly into the homes of ordinary people. Mirrors have taught the French to appreciate themselves. By 1700, Paris became the largest city in Europe, and France replaced Italy as the cultural center of Europe. The French take pains to ridicule English food, attack their competitors and improve their status. The French are proficient in fashion. High quality of goods is only a necessary condition to occupy the market, but it is not the most critical factor. The core is to establish consumers' recognition of French standards. There can be no objective standards for luxury goods. People pay high prices for their beliefs about the value of fashion. Once consumers equate French goods with the best fashion products, it will be difficult for other competing countries to replace France. The central idea here is to convince people that only France can represent a first-class elegant life. Before Louis XIV's fashion revolution, high-end clothing fabrics and porcelain were produced in China. The French government requires producers in related industries to try to imitate and improve their processes. Once they were satisfied, they banned the import of textiles and porcelain from China. In the catering industry, standard-setting gourmets try to drive oriental spices such as cardamom and cinnamon out of the menu and replace them with local spices. The sun king needs to be as dazzling as the sun. He chose diamonds, and he demanded that diamonds be polished to shine, and finally let diamonds sit at the top of the jewelry family, until today. The king gave a prominent position to hairdressers, tailors, shoemakers, chefs and jewelers. They are favored by the king and become magicians who make ordinary life artistic. Unlike some special offerings of the ancient court in China, such as porcelain fired in official kilns, it is forbidden to sell to the people. Artists are not only servants of the court and nobles, but also can open shops in the streets of Paris, and ordinary people can also enjoy their services. The domestication strategy of the sun king is actually very simple. He passed on his taste in life to others. Unlike the ancient emperor of China, he was not only satisfied with showing off himself, but also wanted everyone to have fun with him. The Sun King, through himself, his mistress and nobles, transmits the latest trend information to his subjects. It is necessary to set standards for luxury goods and innovate constantly to ensure that French goods occupy a leading position for a long time. It is necessary to domesticate the life tastes of people in China and other countries and create their purchasing needs. The line between luxury goods and ordinary goods is so blurred that we can't tell whether some items are luxury goods or necessities. All this, thanks to Louis XIV, is the invention of the sun king, and finally let everyone in the fashion industry participate. Perhaps what Louis XIV didn't expect was that he opened the curtain of the cultural industry. Nowadays, the fashion industry has already become the core of the cultural industry, and all countries are actively competing for its control, either explicitly or implicitly. Whoever leads the fashion will control the right to speak; Fashion can quietly inject ideology into the minds of people in other countries, and it can also earn a lot of money for the country. Champs Elysé es is called Xiang Street for short, and Galeries Lafayette is translated into Galeries Lafayette. These two common names contain great imagination of Paris, Xiangxiang Street, as if the whole street is full of fragrance; Galeries Lafayette reminds people of Empress Dowager Cixi who likes gorgeous life. It seems that as long as you buy the goods inside, it will become expensive. Under all these lights, it is not surprising that tourists flock to us. Show all