Louis Weedon LV Entangled "Popular" Positioning In A Month For Two Handsome

Constance (Jordi Constans) finally became a Louis Vitton company. LV The president with the shortest term

In November 20, 2012, Constance officially succeeded Jia Shijie as president of the company. In December 18th, less than a month after he took office, he suddenly resigned because of "health reasons". Constance left office the next day, the original Bvlgari CEO Michael Burke rushed to take over. In just one month, the LV has made such a big change in the trade.

As early as more than a year ago, Constance was declared the successor of Jia Shijie, the veteran president of LV, and began his internship in LV for a year. During this period, the outside world never stopped talking about Constance's background from the Danone Group. Many commentators worry that whether a mass consumer product manager can lead France's most famous luxury brand will help LV get out of the "downlink".

Nowadays, LVMH group (LV parent company) has replaced the "airborne" in the "inner line". Insiders believe that the excessive questioning and controversy between the public and the media may affect the brand image of LV besides Constance's health problem. Arno, chairman of LVMH group, has chosen a more secure candidate for LV.

CEO flash back

Michael Burke, the latest president of LV, is a senior executive of LVMH group. As early as 1980, he followed Arno to fight the world.

With the old president Jia Shijie fighting side by side for a year, "Internship" is less than a month to take office LV President Constance in December 18th because of "health problems" suddenly quit. In December 19th, Bvlgari group CEO Michael Burke, a member of the board of LVMH group, became the "fire chief" and immediately took over as president of LV.

Antonie Arnault, the son of LVMH chairman Arno, said that Constance's health condition did not allow him to perform the duties of LV president. He also said, "we hope that everything is fine."

Arno is confident that he will become a leader again. "I believe Michael Burke will be the correct leader of Louis Weedon in the future." He will continue with Constance's initiative to bring new vision and impetus to LV's leading position in the luxury sector.

According to WWD, a well-known fashion woman in the US, Constance's health problem is not life-threatening, but the heavy workload of the job has made him incompetent. As president of LV, it means to patrol 450 shops around the world and enhance the profit margins of the brand.

Unlike Constance, who is from the mass consumer goods group and the paratroopers, Michael Burke, the latest president of LV, is a senior executive of LVMH. As early as 1980, he followed Arno to beat the world and was regarded as Arno's "favorite pupil" and "old partner".

A contact with Michael Burke Luxury goods Insiders told reporters that Michael Burke has come to China several times. "The Frenchman of more than 50 years old is very intelligent, he is very good at personal accomplishment and very visionary in the industry."

After Michael Burke became president of LV, Bvlgari CEO became vacant. LVMH has not yet disclosed Bvlgari CEO's successor.

"Bvlgari CEO vacancy is not a big obstacle, LV can not be a day without handsome." The industry insiders exclaimed.

The reporter repeatedly called LV China on the issue of LV changing again, and sent an email inquiry, but as of press release, no reply was received. {page_break}

Constance's background and every new move have been amplified and overstated by the media and the public. These voices are too strong and have begun to affect the image of LV brand.

The best candidate

Michael Burke's brand performance under the LVMH group is excellent, and it is a luxury manager of "pure blood".

For Arno, Michael Burke, a luxury brand executive close to LVMH, told reporters that in the current situation, Michael Burke is the only option. Arno can hardly find anyone more suitable than him to be the "firefighter".

There is an official saying that it is Constance's health problem again, but there are still some other conjectures.

The above luxury brand executives told reporters that after Constance entered the spotlight, the external questioning continued. Moreover, the local media have coincidentally taken the background of his "mass consumer goods" Danone Group, which may be beyond Arno's expectation.

Constance took office for only a month. Although there are new trends such as changing advertising agencies and selecting grassroots bloggers to shoot advertisements, they are all trivial gestures. Constance is far from being deployed in LV. However, Constance's background and every new move have been amplified and overstated by the media and the public. These voices are too strong and have begun to affect the image of LV brand.

At the end of 2011, Constance was declared the successor of Jia Shijie. At that time, the media was in an uproar, because Constance was not only a fashionable outsider from Danone Group, but also very low-key during Danone. And when Constance took office in December, he stirred up a new round of controversy.

"Arno can not ignore the voice of the media, and even the media in China's biggest market will talk about LV, he will care." The above luxury executives believe that another concern is that although Constance is no longer president of LV, he has not yet announced his departure from the LVMH group. Perhaps there will be new arrangements in the future.

In the case of Michael Burke, the controversy faced by Constance does not exist. As soon as Michael Burke entered society, it began to work in various companies owned by Arno. In 1985, he joined Arno, who had just acquired the Christian Dior. He repositioned the brand and reorganized the channel. He adjusted the distribution mode of the brand. In his hand, Christian Dior continued to develop.

And from 1993 to 1997, Michael Burke was sent to North America by Arno and served as the president and chief executive officer of LV North America. It can be said that Michael Burke and LV had a predestination, and they were no strangers.

The most brilliant campaign of Michael Burke is on the brand of Fendi. After he took charge of Fendi in 2003, he made brilliant moves to make the Fendi family business grow into a successful and efficient luxury company. In 2007, Fendi hosted a massive the Great Wall show in China, which cost up to 10 million dollars.

In February of last year, Michael Burke became Bvlgari CEO, marking the downplay of the Bvlgari family's role in the brand, and Arno took control of Bvlgari's future.

It can be said that Michael Burke's brand performance under the LVMH group is excellent, and it is a luxury manager of "pure blood".

Bvlgari's contribution to LVMH group's profits is still very small, far less than that of "cash cow" LV.

"Luxury industry has not seen such frequent high-level turbulence." Zhou Ting, Dean of luxury goods and Research Institute of wealth and quality, said she did not think that the two time of the month's change would bring great harm to the LV brand.

An analogy case is that in 2011, LVMH group's Dior brand chief. Designer Galiano was sacked by the brand for insulting the Jewish scandal. After a long time, Dior was in the state of chief designer vacancy. It was not until April 2012 that Dior announced that Raf Simons from Jil Sander became a formal successor.

Zhou Ting believes that the LVMH group has successfully resolved the turmoil and even made the topic of the crisis a brand bonus. In the constant speculation of the industry, the attention of Dior brand is always decreasing. Dior's existing design team and craftsman team remained stable.

For the LV brand, Jia Shijie has laid a solid foundation for 22 years and has established a complete system and team. Just a month's turmoil will not bring much impact. And let Michael Burke control LV can be played out a security card, the future LV do not seem to be suspense.

The above luxury brand executives told reporters that after LVMH Group acquired Bvlgari, Michael Burke became Bvlgari's CEO. Bvlgari has a strong momentum in LVMH, and Arno wants to turn it into a brand that can compete with rival Cartire. However, at present, Bvlgari's contribution to LVMH group is still very small, far less than that of "cash cow" LV.

In 2011, LVMH group sold 23 billion 700 million euros (US $30 billion 700 million) worldwide, of which LV contributed more than 37%. Under such circumstances, the protection of LV is the top priority of LVMH.