Why Is Creative Director The God Of Luxury?

< p > look at the classic luxury goods that are clustered and bought. Behind them there is a loud "a target=" _blank "href=" http://www.91se91.com/ "designer /a". While the luxury goods are evolving towards digitalization and democratization, Imran BoF, founder of fashion blog BoF, believes that having a strong creative director to steer the brand is perhaps more important than ever before.

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< p > Mulberry confirmed in June this year that the brand will split up with creative director Emma Hill.

When the news came out, the brand's share price plummeted by 9%.

Emma and her predecessor, Stuart Vevers, have pushed Mulberry back into fashion. During her 6 years as creative director, she integrated British classics into branded garments, a target= _blank, href=, http://www.91se91.com/, shoes, /a, jewelry, accessories and other product lines.

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< p > the handbag named Alexa, Chung and Lana Del Rey, which is famous for its fashion stars, can be endorsed successfully for Emma.

It is no wonder that after the announcement of the unexpected news, the listed company suffered heavy losses.

Even the stock analysts of Wall Street realized that without a clear concept and vision, fashion business is hard to escape.

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< p > Mulberry said the decision was Emma's personal wish, but the industry said that Emma and brand management team had differences in creative and operational strategies.

This happens again and again in the fashion industry, especially when a brand is under economic pressure.

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< p > indeed, Mulberry fell sharply in the past few months during that period and issued a two profit warning.

But it is at this time that a clear vision of creativity is very important. The company's operational team needs to support and enhance the creativity of the creative team so as to overcome the difficulties.

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< p > "unfortunately, many fashion managers often expect brands to change overnight."

Imran Amed points out.

In other words, the news of another star breaking designer and brand breaking up recently is interesting.

Mark Jakob (Marc Jacobs), who worked for LV (Louis Vuitton) for 16 years, left the company at the end of October.

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P, 50, is recognized as one of the most respected and influential designers in today's fashion industry.

During his creative director, LV became the world's fastest selling fashion brand, earning nearly 7 billion euros a year, accounting for more than 50% of MOET & CHANDON Hennessy LV (LVMH)'s total revenue.

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< p > the group said that after leaving, Jacobs would focus on running its own brand name designer.

But in retrospect, Jacob's departure occurred after a series of leadership changes in LV: CEO Yves Carcelle was replaced by Michael Burke last year. In June of this year, the daughter of group chairman and CEO Bernard Arnott (Bernard Arnault) was appointed Deputy General Manager of LV.

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Another important background behind this series of changes is LV's attempt to regain its lost honor, because it is not expected that consumers will be so far away from LOGO products (especially in China), LV's performance is slowing down rapidly, and the company hopes to refocus on high-end products later on.

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< p > the latest third quarter earnings report showed that the performance of the group was particularly bad. Excluding the exchange rate fluctuations and other factors, the year-on-year growth rate in the third quarter continued to slow down by 2%, down from 7% in the second quarter and 3% in the first quarter.

The fashion leather Department, including LV, Fendi (FENDI), Si Lin (CELINE) and other brands, suffered a 3.8% decline in sales, and sales of perfumed cosmetics also dropped by 2.1%.

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< p > building a strong creative pattern and vision requires time and discipline. Change will not happen overnight.

But perhaps on the other hand, even a brand with a strong sales record needs creativity.

Reed Krakoff, a creative genius, has led Coach to reinventing itself for 16 years, and has brought new energy to other brands.

And Jakob's departure may also leave room for the replacement of Nicolas Ghesqui re, his former creative director, Balenciaga.

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< p > although creative directors are not omnipotent and omniscient, their influence is no longer the guide of fashion trends and trends, but also the commercial interests of their brands.

Galliano, which has been swept away by Dior (Dior), perfectly illustrates the difference between a designer and a creative director: if he is just a simple designer, his anti Semitic speech will not affect the business in the same way, but the personality of the creative director is woven into the value of the brand just like fabric, so the brand chooses to keep distance from him.

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< p > "apart from having excellent skills (photography, graphic design, etc.), innovation, communication and leadership, the creative director who steers the luxury brand now has to know how to use his own design to balance his personality and business interests."

Independent a target= "_blank" href= "http://www.91se91.com/" > dress < /a > designer Ye Qian has been stressing this in her interview with our reporter.

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P Burberry, the chief creative officer of Christopher Bailey, will be the CEO of the company in the middle of next year. It is a perfect interpretation of the evolution of the role of the creative director. He will also be the first designer of luxury group CEO.

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< p > with the commitment to sustainable development and growth, the role of creative director has evolved more and more. They are the most important role of luxury goods in the world.

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