11/01/2012

當好品味變成好生意。

夏天結束前,匆匆奔去了一趟東京數日,原本以為近年東京的變化趨緩,但仔細觀察,就的變化來說或許如此,但以的角度來說,卻有了顯著的改變。這種所謂質的改變,似乎又將東京人的消費習慣與生活風格,帶入了另一個層次。
##CONTINUE##
大多數的東京人,多生活在物資上不虞匱乏的富裕環境,消費環境更是處處充斥著選擇。也因為需要選擇,就需要不斷的比較、被比較,最後作出的最適合自己的決定。就像去哪一家餐廳吃飯就是一種每日選擇,即便是相同的價位,也都有許多的不同選項,要思考也要判斷。對於沒有那麼多選擇習慣的我們來說,或許是種困擾,但換個角度來看,擁有諸多選擇是樂趣還是種幸福,讓人人都可能有機會找到自己的心頭好,一個讓內心得以徜徉奔跑大草原的暢快心境。以選擇服飾為例,從較早當我還停留在認識有哪些飾品牌的時候,日本就有許多所謂select shop的商店,它不是只賣單一品牌,而是從全世界搜羅到很多適合日本人的服飾品牌、配件等等,其精準的眼光也不是要用在找出一定會熱賣的商品,給顧客的也不是只有一間像是精品店般包羅好商品的美麗商店,重要的是去引領消費者的穿著品味,並將日本所擅長的服務精神再晉級,意即提供消費者不只是購買,而是風格穿搭上的寶貴建議。
這種店家之所以取代性低,在於其無法取代的採購眼光,在於其提供不易複製的服務,這不是只來上個一兩週班的店員就能夠精準勝任的工作內容,而必須是長期對時尚有興趣、有品味,才能給顧客有效的建議,提供顧客下次還願意上門的可靠信任感。而顧客之所以會開心離開店裡,並不是因為他買了一個可以彰顯身份的LOGO而已,而是找到適合自己東西的共鳴感而開心不已。
品牌的「品味」原來就是Select shop要銷售的主力商品,首要知道自己的需求,就更容易藉由店家的品味協助,找到猶如刻著你名字的風格商品;若是沒有這種自我認知,那就又是另一群被品牌、價格與行銷手段牽著走的消費者。就像是住宅設計一樣,究竟是希望自己喜歡的風格透過設計師的專業打造出來,抑或是全然仰賴設計師為你設計出公式一般的樣品屋風格。
「品味」的生意,這兩年持續蔓延,從書店的選書品味到居家的複合式生活風格店,在青山(ACTUS)、代代木(代々木Village)、中目黒(1LDK)或是自由之丘(IDEE SHOP, TODAY’S SPECIAL)等區域,對於生活風格的品味,持續以不同的形態相繼出現。因此,一間店可以有各種不同領域的「達人」品味,從建築、室內、食材、家具、雜貨、園藝、閱讀音樂等,他們的身份可能是建築師、設計師、選書人、採購、餐廳主廚、音樂製作人、DJ與園藝設計師等,這些品味家有靈敏的雷達去追尋好物,也懂得如何享有優質的生活情調,他們共同形塑也打造出一種分外重視風格品味的生活風格氛圍,也同樣大膽地對消費者顧客進行生活提案,勾勒出關於美好生活氣息的想像。他們無獨有偶地描述著生活中不可缺少的要素:旅行、美食、有機食材、上質的餐具廚具、精美的書籍、音樂、舒適柔軟簡單剪裁的服飾、聞得到大地自然味道的家具,並且居住空間裡少不了明亮的光線以及賴其以為生的綠色植栽,在這裡釋放壓力、享受生活。而一間店的風格呈現,就仰賴這些品味家的良好品味所揀選的商品,或是醖釀出的設計、空間氣氛,透過一間間店家品味,讓優質的生活信息,正在東京都中慢慢綻放,也改變未來的生活方式。  
我記得看過一篇報導,曾有記者問及微軟創辦人比爾蓋茲最佩服蘋果電腦的賈伯斯什麼,蓋茲回答說:「I would give a lot to have Steve's taste.(我願犧牲很多東西去擁有賈伯斯的品味)」。比爾蓋茲在天命之年對於「品味」之不解仍舊耿耿於懷,於是我們理解,儘管好品味會是個好生意(反之不然),但是好品味的養成,恐怕是無法一蹴可及,也難有SOP的標準操作流程,終究需要慢慢累積逐漸生成。有天當我們的城市裡擁有許多無可取代的品味好店,各自經營著獨到的好生意時,或許就能讓商業競爭不只是永無止盡的價格競逐遊戲了。 

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