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Arnott Let Go Of Pony Jacobs To Start The Brand IPO

2013/10/15 19:39:00 41

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Arnott let go of the development of personal brand of pony Colombia, IPO has been launched; for LV to rediscover youth, marketing LV is better than Carle.

when "Marc Jacobs decides to leave LV", it is like dropping a heavy bomb in the fashion industry. This is another explosive personnel change after John Galliano left DIOR two years ago.

as a hot designer in fashion industry, Marc Jacobs's every move has attracted much attention.

If two years ago, Arnott, President of LVMH group, was forced to expulsion John Galliano permanently from the LVMH group.

Now, the peace breaking up with Marc Jacobs is again starting from the overall situation and focusing on the interests.

1997, when Marc Jacobs first appeared in the fashion industry, Arnott invested her income and invested in Marc Jacobs's previous personal clothing brand Marc Jacobs and sub line brand MARC BY MARC JACOBS.

Astute Arnott knows the importance of Marc Jacobs to the group. After that, he constantly injected Marc Jacobs's personal brand. From the initial 140 thousand dollars to 96% of the Marc Jacobs brand operation company and the ownership of brand trademark 1/3, Marc Jacobs and long-term partner partner Robert Duffy each have the remaining 1/3 trademark rights.

"holding designer brand" is a magic weapon for Arnott to test repeatedly. Before that, he also held the same name brand of John Galliano in the same way. Maybe this is the only way to maximize the influence of designers.

although Marc Jacobs has left LV, it still can not escape from Arnott's Five Fingers Group, because after that, Marc Jacobs will focus on the development of personal brand, and expects to promote the listing of personal brands in three years, which is undoubtedly contributing to the LVMH group.

During the period of 16, the sparks of Marc Jacobs and the LV of old age were obvious to all, but there was more love and hate between Arnott and her.

Who will take the Marc Jacobs? What will the LV without Marc Jacobs be? These suspense will remain for the time to give the answer.

has little effect on LV .

in Arnott's eyes, she is still a child. Although she has left LV, she still has a close relationship with LVMH group, because many of her businesses rely on LVMH's guarantee and assistance, such as China and the most important US market.

P, however, this is a promising child. Arnott can see that he has high hopes for his personal brand, and he will not let him down. He can spy on one or two from the current scale of development.

according to WWD reports, the annual sales of Marc Jacobs and sub line Marc by Marc Jacobs are close to 1 billion US dollars (including brand authorization), and according to Reuters's insider information, the annual sales figures are 500 million euros (700 million US dollars), of which the secondary line accounts for 80%, which is likely to exclude the sale of brand licensed goods.

this time, after leaving, he will focus on his personal brand, and the listing process of his personal brand will also start. It is estimated that IPO will be in three years.

a lot of people will worry that the departure of little brother will have a great impact on LV, but Zhou Ting, President of the Institute of quality and quality research, thinks that the departure of a designer is not a big deal. If there is no market strategy error, it will not have any adverse effects on the brand.

After all, consumers buy LV, not Marc Jacobs, and not many consumers know about Marc Jacobs.

for the behavior of brand replacement designers, Zhou Ting believes that this is a good opportunity for the brand to publicize public relations.

Especially the brand and designer with certain influence.

When Xiao Ma left office, LV took advantage of public relations, so he became more famous, and more people knew his own brand.

Less than P, however, he was good at making news speculation. After announcing his departure from LV, Brazil's little boyfriend announced that he would break up with Xiao Ma on the social networking site, so that he could return to the center of public opinion again.

who will be the successor of the little horse? The market is divided. The Nicholas Ghesqui re, the creative director of former Paris family, has become a popular choice.

In November 2012, she left the house of Paris and was close friends with Arnott's daughter Delphine Arnault, and Delphine Arnault was also the management of LV.

but Zhou Ting thought: "if LV is smart enough, it will not enable Nicholas Ghesqui re."

In her view, the world-renowned luxury brands are inevitably becoming popular, and inevitably the brand value is decreasing. LV is the main representative. At this time, the popularity of designers and the diversity of design styles will become the new demand of such brands.

for Zhou Ting's future, he believes that the biggest opportunity will come from the personalized service and advanced customization of the existing luxury core customers. They may retain the last position of "pure" luxury goods for these luxury brands.

Xiao Ma Ge Huan Huan LV youthful /p >

In the fashion circle, people used to use "little horse elder brother" nickname "this New York golden boy" Marc Jacobs. It is a combination of angels and demons. Under the handsome and tough appearance, there is a unruly heart hidden, so the title of "bad child" worthy of the fashion circle is not P.

He never disguised himself as a homosexual, nor despised the traditional CDFA prize of Oscar in the clothing industry.

even though often dressed in a random fashion, the young man is still regarded by Arnott as the most discerning individual.

In 1997, the 34 year old was officially appointed as the artistic director of LV, responsible for the design of men's wear, women's wear, leather shoes and small leather products.

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P, who has just joined LV, is ambitious and has begun to implement his new strategy of old bottles.

And his first plan was to open up LV's clothing line, which LV had never made before.

"little horse elder brother" laid the initial keynote for LV's clothing. He put forward the "minimalist philosophy" from scratch and gained positive recognition from the global fashion industry.

In 2012, he again won the "best women's Clothing Designer Award in the United States" in line with modern women's life, simple and exquisite design.

The design concept of Marc is based on practicality. He thinks that fashion is the most practical way to make people wear out. He said, "I am not like Armani in the home series or even the hotel industry. I am not interested in selling the so-called lifestyle.

I just want to make some clothes, which is the happiest thing I feel.

Less than P, of course, he has not only opened up the clothing line, but also left behind the classic works in the design of the main products of LV, among which the most famous one is the cooperation with Japanese artist Murakami Takashi.

Marc is very fascinated by Murakami Takashi, so the Oriental style of laughing flowers and fantastic signboards successfully match the LV brand.

In particular, Jacobs and Murakami Takashi launched a cute new printed pattern, which brought more than $300 million sales in 2003 to LV, a solemn Brown logo.

The P, but also the evil horse, has some puzzling works, which leads to criticism from the fashion industry.

2007, on the show ground of LV, the red and blue woven bag designed by little horse gave rise to an uproar in public opinion.

Some people think that Marc Jacobs has been criticized for its arrogance to directly use traditional "woven bags", "snake skin bags" or "peasant laborers" to fool the audience.

In the 2010, a "garbage bag" shocked the eyes of the world again.

This bag is also known as "raindrop Besace" because its material is rain proof material.

The bag's straps can also be removed so that you really want to use it as a garbage bag.

Of course, this "bad boy" does not forget to do strange things on clothes. 2013 autumn winter Paris fashion week's pajamas T show is the masterpiece of little horse.

these occasional practices of "making a fool of themselves" have made LV a success. Maybe this is what Shimo is smart about. He knows better how to sell LV, and LV also deeply branded Xiao Ma's brand.

And from a business point of view, he is better than Carl the great.

win win situation

The 16 years of cooperation with LV also made him feel deeply about LV. He once said that there was only one thing that could get him away from LV. That was to replace Carle the great creative director of Chanel.

But the reality is that he left LV for his brand.

P, born in April 1963 in New York, is quite talented when he was a student.

In 1981, he went to Parsons, a famous design institute, to further his studies.

During his study, his creativity and skills that had won the first prize had already come to prominence.

What is even more commendable is that he successfully introduced his first hand woven sweater series to the market in the same period.

1984, he formed a Jacobs Duffy Designs Inc company with his friend Robert Duffy. In 1986, he was supported by the launch of the "Marc Jacobs" clothing series named after her personal name. In the following year, the United States a href= "Jacobs" was the highest honor in the fashion industry. The American Fashion Designers Association's "best design show Award" was the youngest designer who won the award.

After "P" 1992, "little horse" focused on the development of its own brand. Later, Arnott bought 96% of the shares of Marc Jacobs. Marc Jacobs began to further develop its brand through the powerful force of LV.

"I only need to please one person -- that is to appreciate my hiring of Bernard Arnaud.

I know the best way is to succeed in business, and I did it. "

Little horse once described this relationship with Arnott.

, but with the deepening of cooperation, little horse elder brother also reveals his dissatisfaction with Arnott himself from time to time.

In 2004, Marc Jacobs told the media: "I think Gucci is much better at Tom Ford than LVMH."

this seems to refer to the negotiation of two people renewing the contract for another 5 years in 2001.

The focus of the negotiations was on raising wages for Jacobs and Duffy, when the annual salary of two people was less than $1 million, and they asked LVMH to invest in Marc Jacobs's personal brand.

signing, a href= "http://www.91se91.com/pioneer/" > Jacobs < /a > in an interview with WWD, said: "I am not a person of control and maneuverability. I am good at teamwork. I love working in LV, but everything has a limit. I am really tired of being like an orphan of Oliver Twist, holding a beggar bowl and saying," Sir, have a little more reward. "

After two * *, the contradiction between the two seemed to have been upgraded. In 2010, he told the press herself, "my relationship with P is like a piglet Babe and a farmer who raises her. When he is good tempered, he will pat on my back and say," piggy, I can do it. "For me, this is the highest reward."

In October 2nd of 2013 P, in the tent of Cour Carree courtyard in Paris, LV completed the annual show under the dark shade settings of the fountain and the merry go round, but this will also be the last creation of little horse.

no matter < a href= "http://www.91se91.com/pioneer/" > "Xiao Ma Ge < /a >" and Arnott, whether there is personal resentment, it is undeniable that the cooperation between Arnott and Xiao Ma is a win-win outcome.

With the fame of LV and the strength of LVMH group, Malaysia has become a hot designer in the world.

fortunately, its personal brand is also in the ascendant. Even in the financial crisis, it has maintained a good growth.

Zhou Ting told the financial weekly newspaper reporter that designers, no matter how well-known, no matter which brand came from, their popularity is limited. Most of them are hard to support the rapid start-up and large-scale development of a new brand with their own support.

Therefore, it is not an advantage for famous designers to create popular brands.

Even if it borrows resources from its brand and its customers, it will rely on the original brand for some leftovers.

Xiao Ma, who is the largest luxury group LVMH group in the world, is no exception. Of course, the great changes and contributions LV has brought to LV are obvious to all.