Are Fashion Brands Going Downhill?

According to the world clothing and shoe net, when Xiao Ma left the creative director position of Louis Vuitton in November 2013, he devoted himself to the same name.

Marc Jacobs probably didn't expect this brand to encounter so many problems today.

Holding the shares of Marc Jacobs 80%, so little horse is still working for LVMH. At that time, LVMH chairman Bernard Arnott had high hopes for the brand, hoping that it would continue to make big income and separate the independent listing on the basis of the main line's annual income of up to $1 billion.

But after more than 4 years, Marc Jacobs frequently reported in bad news. It began to go downhill, and the annual income has fallen by more than half in the past three or four years without perfume business.

In 2015, the Marc by Marc Jacobs, which accounted for 70% of the total income, was cut down. When the US presidential election was at the start of last year, Arnott also openly said, "compared to Trump, I am more worried about Marc Jacobs";

Business of Fashion, a business commentary, said after the introduction of multiple sources, Marc Jacobs will start in London and gradually close its European independent outlets except Paris.

The ups and downs of brands are common in the fashion industry, so long as we can find a suitable creative director, find a popular style, comeback is not impossible - everyone is very forgetful, fashion critics and consumers will not remember the brand once more.

You see, Gucci, who will remember the appearance of "old" Gucci before Alexandro Michele took office in 2014?

However, the problem of Marc Jacobs actually reflects the changes in the way of sales and marketing in the high-end fashion industry in the past few years - the "V" rebound that has been exaggerated to keep pace with the beat, and for a variety of reasons it is brutally criticized by the boss.

Explosion payment is the insurance of locking sales volume.

Not long ago, I asked a Chinese management team of a multi-national luxury goods industry. Luxury brands were worried that their brand recognition was based on one or two hot items, and the brand image was simplified into a bag or a pair of shoes.

The reason for this is that in the past few years, "explosion" has played a more and more important role in promoting the sales of high-end fashion brands.

In the past, when we talked about cash cows, they mostly refer to handbags.

In fact, the accessories department is of great significance to high-end fashion brands. Almost all well made brands have at least one familiar handbag.

For example, Celine's Box Bag, and Gucci's "Dionysus bag" Dionysus.

There is no better product than handbags. The clothes you wear in Celine may not be recognized, but you can know a little bit about each person who cares a little about fashion by carrying his bag.

Therefore, the handbag itself is the billboard of walking.

Now that there is net red, with KOL, the explosive money is not only popular to handbags, but also a coat, scarf and shoes, such as the scarf of the great Paris family, which can be covered with quilt and printed with logo.

Explosive payment is a controversial topic.

They turn the brand into a simple consumption symbol, and many promotion methods of high-end fashion brands become more and more short and rough.

But in business, it has helped the brand increase exposure and sound volume and bring a lot of profits.

In the past few years, Marc Jacobs has been short of a "burst money".

In the spring and summer of 2016, the popular "Snapshot camera bag" was launched, priced around hundreds of dollars, and it was a more polite price in the world of "buying bags".

However, the competition environment of handbag Market has been quite different from that of previous years. Many small designer brands have come out and entered the handbag Market at affordable prices.

Telling stories leads to spontaneous pmission.

When asked about the criteria for selecting creative directors, Francois Pinault, chairman and CEO of Gucci, the parent company of Kai Yun group, said: "they need to have a global view of the brand, understand the value of the brand, and design the story to tell the story, that is to say, when you design the Francois-Henri, you must think about the effect of communication". (Francois-Henri)

In my job mailbox, I often receive all the extravagant brands sent to me, most of whom are wearing the brand's clothes to attend the activities, or the brand has released a new series.

But in the content of these messages, the most powerful story is Gucci. The religious history and fairy tales borrowed from the design are carefully found and the information is dense.

Because there are so many things to say, Gucci is probably the most popular brand of "tap water" in social media. Curiosity about interesting things is human nature. It brings spontaneous search and dissemination.

But Gucci is a case in point. Some brands are gaining the attention of the public through cooperation. The most typical example is the joint series released by LV and Supreme early last year.

The two brands, such as the huge difference, the strong influence of Supreme and the limited sale, make this joint series worthy of the title of the topic of social media in 2017.

If not, find the hottest star to endorse; if you do not find stars, you will take a show at a special place.

More and more institutions are counting the activity of luxury brands' social media, such as the Digital IQ Index (digital IQ report) issued by L2, a digital marketing agency in New York. The reason is that this dimension is too important for predicting the future of luxury brands.

More interesting reports, please pay attention to the world clothing shoes and hats net.