Chapter 497: Naming Rights

As the leader in the luxury clothing industry, Chanel has dominated this field for many years. However, clothing actually doesn't have the same unrivaled status as their perfume; brands like Dior and Hermès still have quite strong competitiveness.

However, ever since Miss Luo Quan became the global brand ambassador for Chanel, all the clothes she wore in photoshoots became seasonal bestsellers. Not only did women buy them, but wealthy men would also pay to buy one.

Especially those limited-edition haute couture pieces, the purchase rate by men even reached a staggering 30%!

Previously, besides buying for their lovers, men only bought haute couture women's clothing if they had special fetishes. The combined rate of these two was less than 10%, but now the data has directly increased by two times.

Of course, the extra ones aren't cross-dressers or anything else; it's simply because this is haute couture endorsed by Miss Luo Quan. After seeing the beautiful effect of her wearing it, they instinctively want to buy the same clothes for collection purposes.

To put it bluntly, this is fan economy. In the era of rapid development of internet finance, the rich are getting younger, and as long as they are young men, it is hard not to have a good impression of Miss Luo Quan.

This can actually be seen from the previous crowdfunding of 100 million US dollars for Miss Luo Quan to film a swimsuit photoshoot. Ordinary fans usually only pay a few dozen yuan; being able to take out over a hundred yuan is already quite good. According to incomplete statistics, the crowdfunding initiator received a total of about 200,000 remittances.

Most of the payments did not exceed 100 yuan, and finally raising this 100 million US dollars was naturally the result of the wealthy fans exerting their strength.

This is not the routine of some internet livestream tipping, where wealthy gentlemen drive commoners to donate, and after the event, they can get a full refund and then split the commoners' money 30/70.

Before Miss Luo Quan informed them of the purpose, this was real money thrown into the water, just to see her film a photoshoot.

And these young wealthy people, some gave tens of thousands of dollars, others hundreds of thousands or even millions of dollars, showing that people willing to spend big money on Miss Luo Quan without asking for a return exist and are quite considerable in number.

Chanel later saw this point and increased the production quantity of haute couture dresses.

Generally, when these big brands make haute couture, the quantity is controlled at a relatively small number. Wanting to satisfy the principle that "scarcity makes things valuable" is only a secondary reason; the main reason is that the production cost of this thing is too high. If they make too much and can't sell it, it would be too much of a loss.

However, Miss Luo Quan now has such a large group of wealthy male fans, and for them, who don't care about money, increasing the quantity a bit is absolutely something they can handle.

Just like the spring/summer haute couture that was just launched not long ago—the Elf Princess theme—two hundred sets were almost sold out in less than three days.

Although it's not quite "in short supply," it is definitely several grades ahead of its peers!

Besides this, the few sets of clothes she designed at Paris Fashion Week will also be produced and sold by Chanel. Excluding the design fee given to Miss Luo Quan, the remuneration obtained is still quite good.

As Miss Luo Quan's first batch of works as a designer, that imaginative design creativity can be compared to the best works since the new century. Whether laymen or insiders, everyone can see how outstanding these clothes are.

Before the clothes were even on sale, the orders had already exceeded three hundred sets. If nothing goes wrong, this will be the best-selling batch of haute couture dresses in the last ten years.

Therefore, the CEO of Chanel has always told people that signing Miss Luo Quan as the global brand ambassador is definitely one of the wisest decisions the company has made in recent years.

Come to think of it, when Chanel first approached Miss Luo Quan, Miss Luo Quan refused in her heart.

At that time, she wasn't interested in luxury clothing, which is a product that is completely a "IQ tax." She felt that only people with nowhere to burn their money would like it, so whether it was Chanel, Dior, or other brand endorsement invitations, she refused them all.

However, everything cannot escape the "true fragrance" law. In order to prepare a big birthday gift for Wen Xia, Miss Luo Quan still signed with Chanel, and because she made special requests, her asking price for the contract wasn't very high.

Judging from the commercial value Miss Luo Quan creates for Chanel now, the annual contract fee of 9 million US dollars is simply a cabbage price.

You know, now when international top supermodels walk a show or shoot a set of new outfit photos, the appearance fee also starts at hundreds of thousands of US dollars.

And the famous G-Goddess, it is rumored that she charges by the step, 400,000 US dollars per step!

If the person signing the contract is one of those Hollywood stars, the cost is even higher.

And compared to these top supermodels or stars, Miss Luo Quan, besides her runway walk, basically crushes them in other aspects. Which one of looks, figure, and popularity isn't more top-tier than these supermodels?

So saying 9 million US dollars a year is a cabbage price is really not a complaint, because this is a fact.

Inside Chanel, regarding the CEO being able to sign Miss Luo Quan at this price, and it being a long-term contract for five years, everyone thinks this is a commercial miracle.

According to Miss Luo Quan's current charging standard, just one song costs 10 million US dollars, and the endorsement fee would only be higher. This operation by the CEO saved the company tens of millions of US dollars.

In view of this, Chanel also doesn't dare to treat Miss Luo Quan like other endorsers, letting her shoot endorsement ads for all kinds of high-end and low-end clothing and cosmetics.

If they really did that, they could indeed greatly increase performance, but it would be too demeaning for Miss Luo Quan and would be suspected of being disrespectful.

In the situation of hoping to sign a five-year or even longer contract with Miss Luo Quan, Chanel is relatively restrained in letting Miss Luo Quan shoot promotional ads for the company. Generally, only heavyweight new arrivals like seasonal new outfits will use her.

The effect is also obvious. Chanel had several competitors before, and there was a gap, but it wasn't obvious.

After Miss Luo Quan endorsed it, it quickly pulled away from these competitors completely.

And now Miss Luo Quan wants to film a new movie, and the movie title is even called *The Queen Who Wears Chanel*. As long as a person with a normal brain thinks about it, they will feel that this is a movie related to Chanel.

Miss Luo Quan's style of doing things—not letting outsiders benefit from her own fields—is famous. If there is any good thing, she considers her own people first, which is typical of nepotism rather than meritocracy.

According to normal logic, for a comedy movie, if there is no metaphor or meme, then whether it is called *The Queen Who Wears Chanel*, *The Queen Who Wears Dior*, or *The Queen Who Wears Prada*, it is actually fine.

Miss Luo Quan chose the former. What it means couldn't be more obvious: it's because the relationship with you is close, so I'll give you naming rights.

Today's Miss Luo Quan is no longer satisfied with being unrivaled in music and is gradually expanding into the film industry. Whether it is *Resident Evil* or *Rurouni Kenshin*, they have achieved unprecedented success in their respective release locations. The return rate of each has reached over 1,000%, and the popularity is exploding globally.

And after this third movie, which she wrote, directed, and starred in, is released, if nothing goes wrong, it will once again set off a huge wave of attention around the world. The promotional effect this has for the Chanel brand is absolutely immeasurable.

Therefore, after Miss Luo Quan said the name of this movie in the livestream, a large group of fans manually tagged Chanel China's official Weibo account, and the slogan was uniform: Chanel, pay up!

"What happened? (Dog head)" The administrator of Chanel's official Weibo account is probably also a person who often goes online, and they played a meme right away.

The meme used is a certain traditional martial arts master who is very popular online recently. A clarification video after being beaten can be called classic in every sentence, and every word makes people can't help but want to laugh.

However, because the meme was too popular, the person himself was quickly banned, and the related videos were taken off the shelves across the entire platform. However, this two-minute, hundreds-of-words article has been passed down forever. Saying one sentence can attract countless netizens to echo in unison.

Of course, besides playing memes, they also genuinely wanted to ask what happened. After all, the administrator of Chanel's official Weibo account probably pays more attention to Weibo on weekdays, and even if they pay attention to their own spokesperson Miss Luo Quan, they probably won't watch her livestream every day.

Seeing that the official Weibo replied, the fans in the comment section also immediately explained the situation during Miss Luo Quan's livestream today. To sum up, Miss Luo Quan is going to film a new movie, Chanel is directly naming it, how about understanding the sponsorship business?

Regarding this matter, the administrator herself didn't know how to handle it, and she didn't have this authority. After seeing that the related news had already hit the trending list, she hurriedly reported the matter to her superiors.

Then the superior told the higher superior, passing it up layer by layer, and finally it reached the CEO of Chanel's head office.

The CEO of Chanel is also a woman, but she doesn't have much to do with Coco Chanel, and the true ownership of the Chanel company is no longer in the hands of Coco Chanel's descendants.

And this CEO named President Ya Lan has been in charge of Chanel's business for twelve years and has great influence in the fashion industry. Before becoming CEO, she had been the editor-in-chief for many top industry magazines and had deep friendships with many famous designers.

If many designers in the fashion industry can be called godfathers, then she is the only godmother.

Signing Miss Luo Quan is one of the most brilliant operations among her many brilliant operations, and it is often talked about by others. Today, after knowing that Miss Luo Quan is going to film a movie named after Chanel, she smelled the huge business opportunity here for the first time. If marketed well, it is very likely to get an advertising effect comparable to tens of millions of US dollars!

However, before that, she had to contact Miss Luo Quan to verify it, and then discuss further cooperation matters.

President Ya Lan has Miss Luo Quan's phone number, but the two only talked on the phone a few times when signing the contract. After that, it was the subordinates who communicated with her about advertising shooting and other businesses.

It is night in France and daytime in China. When President Ya Lan called, Miss Luo Quan had just finished playing LOL and was eating lunch under the supervision of Bilibili fans.

In order to keep her weight from increasing, she started a dynamic herself to let fans supervise her to control her meat intake. These days, she will livestream every day. If they find she eats too much meat for lunch and dinner, they can directly send comments to remind her, and it doesn't matter if the words are a bit fierce.

Fortunately, Miss Luo Quan is relatively self-disciplined, and it hasn't developed to the point where fans have to scold her. This meal, she ate a vegetable platter she made herself, and couldn't see a bit of meat, but it was very appetizing, and she finished two bowls of rice directly.

It is worth mentioning that compared to lean meat, rice is actually easier to gain weight. Fortunately, Miss Luo Quan prefers to eat fatty meat, so relatively speaking, eating rice is better.

But if she eats too much, it is obviously not okay. Seeing Miss Luo Quan eat so much rice this time, the chat also started to remind her:

"If you want to be thin, you have to diet. If you eat so much rice every day, you won't be able to lose weight even if you don't eat meat."

"Indeed, the sugar in rice is no joke."

"I suggest just eating vegetables. You won't get fat no matter how you eat this thing."

"Hard to bear. Just thinking about only being able to eat vegetables every meal makes my head ache. I'm afraid the poop will be green, right?"

"Impossible, the goddess's poop can only be rainbow-colored."

"What, the goddess also poops?"

"Not only that, she also farts, picks her feet……"

………………

"Wow, I'm eating. Can we talk about something else?" Miss Luo Quan put down her chopsticks and burped. "Fortunately, I've already finished eating. If I had just started, would I still have an appetite?"

After complaining about the fans' inappropriateness, Miss Luo Quan picked up the phone that suddenly rang, which displayed "CEO President Ya Lan."

Miss Luo Quan hurriedly turned off the livestream sound and then answered the phone: "Hello, is this CEO President Ya Lan?"

"It's me, Miss Luo Quan. I heard you're going to film a new movie and want to use our brand for naming rights?" CEO President Ya Lan didn't exchange pleasantries and went straight to the point. Like Miss Luo Quan, both of them don't like to talk nonsense.

Miss Luo Quan admitted: "Yes, the movie is called *The Queen Who Wears Chanel*. If Chanel is willing to give me naming rights, there won't be any other changes."

"That's a way of putting it. You are Chanel's only global brand ambassador. There is no problem with a work using a naming right. This kind of thing doesn't even need to ask me." President Ya Lan laughed and said, "I called mainly to ask what the theme of this movie is, if there is any place that needs sponsorship. I'll be more direct; do you have any other cooperation requirements for the brand?"

"Of course I do." Since the principal called directly to ask, Miss Luo Quan naturally followed the trend: "This movie is a modern urban comedy with fashion as the theme. I won't talk about the plot here. In short, many luxury fashions need to appear in the movie. If the brand is willing, I hope to provide some at that time."

"In addition, there are practitioners in the fashion industry. I also hope that real industry insiders can make cameo appearances in the movie. I don't know if you…………"

"No problem." President Ya Lan's answer was quite crisp. "You give me the exact shooting time and the personnel/clothing requirement list, and I will arrange it at that time."

Miss Luo Quan smiled: "Then I wish us a happy cooperation."

"Happy cooperation!" President Ya Lan said on the phone, in a very good mood. ===== CHAPTER 498 =====