Burberry Wants To Restructure Its Brand With SANYO Japan.

< p > to protect its brand image and business in Japan, Burberry signed a new cooperation agreement with the Sanyo Shokai Ltd. of SANYO.

The agreement has been granted the right to operate the Burberry Black Label and Blue Label of SANYO chamber of Commerce in Japan.

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< p > according to the news, Burberry plans to wait until next year's cooperation with SANYO chamber of Commerce, and then reclaim its brand in Japan.

The move is aimed at improving the supply level in Japan and matching Burberry's global positioning.

In fact, Burberry can only be considered as a high-end brand in Japan rather than a luxury brand.

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SANYO P also announced on Monday that the agency agreement on Burberry Black Label and Blue Label will continue for another three years.

Black Label and Blue Label are all high-end sports series designed for young customers. Although they will no longer be named by Burberry, they are still all Burberry.

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< p > then Burberry said that the current agency agreement with SANYO will be until the spring and summer series in 2015.

At that time, Burberry London women's wear and men's clothing products will be repossessed by the company.

At the same time, SANYO dealers will also hand over the distribution rights of the Burberry children's wear series to Burberry Group.

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< p > this indicates that the cooperation between Burberry Group and SANYO will enter a new stage: starting from the 2015 autumn and winter series, Blue Label and Black Label will no longer be named Burberry, nor can they use Burberry's equestrian logo, but they can still use the classical small square pattern.

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< p > but Masahiko Sugiura, chairman of SANYO chamber of Commerce, is worried that Blue Label and Black Label will lose the sales of 30%-40% due to the loss of Burberry's name.

Although SANYO has promised to develop Black Label and Blue Label from accessories and e-commerce, it also plans to focus its development strategy on other brands such as Mackintosh London, Mackintosh Philosophy, Paul Stuart and Epoca.

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< p > analysts expect that the brand will lose 60 million pounds, or about 100 million dollars a year, when the original agency contract is over.

However, a brief report issued by J.P. Morgan on Monday showed that the new agency agreement of Blue Label and Black Label will have a positive impact on the financial situation of the group.

But in this way, the relocation of the brand may cause problems for Japanese consumers.

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At P, Burberry group has contributed 50% of its retail sales in Japan to Blue Label and Black Label.

The industry speculated that the reason why Burberry recovered SANYO dealership's proxy is to find a new cooperative wholesaler for its luxury brand, and it is expected that the cooperation negotiations will be slow.

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< p > LAYMAX fashion network has reported the latest results of Burberry Group, the British luxury group: as of March 31st, the group's total revenue in the second half of last year was 1 billion 300 million pounds, or about 2 billion 200 million US dollars, mainly due to the double-digit growth rate in the Asian market, of which the strong sales performance of the Chinese and Korean markets contributed 19 percentage points.

Such performance is basically consistent with previous analysts' forecasts.

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