International Brand High-Level Talent Flow Business Development Strategy

In May this year, the French luxury brand LV (Louis Vuitton) brought the us light luxury brand Coach (Coach) and its new executive Joon Ma to court. The reason is that Joon Ma resigned from LV's Canada and Bermuda in April this year, and then joined Coach in April 28th.

Whether the leak is true or not, executives are afraid of job hopping, especially the most important thing in the world. As we all know, though the fashion industry circle is not large, it is one of the most mobile industries. Executives who have many years of work experience have always been the hottest and competitive candidates in the circle. With the brand's urgent desire to open up the global market, executives in the Asia Pacific and Middle East markets have received increasing attention. To a large extent, the flow of talents can reflect the demand of brands for international trade.

Rely on talents to help upper authorities

Whether it is brand awareness or sales, Coach and LV have a big gap. As the world's largest luxury group, LVMH2013's annual sales volume reached 29 billion 100 million euros, an increase of 4% over 2012. Coach's sales in the 2013 fiscal year amounted to $1 billion 220 million, an increase of 6% over the previous year. Brand strength is so disparate, why does LV have to share with Coach "common sense", together with their former senior executives to sue? This is probably the case with Coach in men. Clothes & Accessories The field of leather products is strong and has a close relationship in the Asia Pacific region.

Leather goods department is the most important source of profit for LV in 2013. However, in 2013, the growth of the brand leather was negative, the lowest since 2008. The group chief financial officer Jeanjak Guilloni has said that about half of LV's business is directly or indirectly related to the Asian market, and the brand is losing the demand for its products in the Asian market. In contrast, Coach not only increased global performance last year, but also added 8 stores in mainland China, and the total number of stores in China increased to 126. Coach, which only entered the men's market 3 years ago, has developed more and more in men's leather products. Now many brand stores have at least 1/3 of the space for men's series. They also use special windows to display, and special outlets to welcome male consumers.

Seeing a light luxury brand occupying its main site gradually and competing with its best leather products, LV is clearly unwilling to receive executives' job hopping at the moment. Any disclosure of trade secrets may affect the competition between the two brands in 2014.

The purpose of Coach is also obvious. Joon Ma is the most famous luxury brand manager in the world. Its professionalism and experience will lead Coach to a more high-end field. It is a magic weapon for Coach to improve its talents by attracting talents and learning from the top brands.

Another example of the LVMH group's talent flow is that Daniel Lalonde, former executive of the group, began to run the French fashion group SMCP in May, including the fashion women's brands such as Sandro and Maje. Due to the considerable disparity between SMCP and LVMH, this talent flow is like an aristocracy married to a middle class family. Daniel Lalonde worked in LVMH group for more than ten years, and was responsible for the North American watch and jewellery business in North America. He later ran LV North America branch and Moet and Chandon global business. He also served as president of Ralph Lauren company. Eflina Shetty and Judith Milgrom, the founder of Sandro et Maje, said: "Daniel Lalonde's joining is very happy, and he can bring years of rich experience in the international development of our brand." Daniel Lalonde also said that although SMCP is not a luxury category, its performance is surprising. He will use his many years of contacts and resources to lead the brand to further develop in the North American market and the new Asian market.

　 Fight with talents market

In order to expand the men's market, Coach also picked up the Jonathan Seliger, the managing director of China at that time, from Dunhill, acting as president and chief executive of China. The appointment is precisely because the brand takes a fancy to Jonathan's understanding of China's male luxury market. Sure enough, sales of Coach men's products reached US $600 million in 2013, accounting for 12% of total brand sales, of which China accounted for more than the rest of the market. Thus, the fastest way to open up new fields is to use talents.

In the past two years, Marsha general merchandise, which was not very well developed in the Chinese market, finally realized the impact of fast fashion group. In April this year, it announced the appointment of Maria Rodal, the former human resources director of the Asia Pacific region of ZARA parent company Inditex group, as general manager of Marsha general merchandise China. Maria Rodal has rich retail experience in the Chinese market. Before joining Martha, she served as Asia Pacific Human Resources Director of Inditex group, Zara parent company. Hermann Wu Ziheng, China's retail blogger, commented: "Martha's move is undoubtedly to help people in the fast fashion field to accelerate the transformation of China's formats to a faster, more updated and more fashionable way to meet the rapidly changing needs of the Chinese market." He also said that the Chinese market has long been the main target of fast fashion brands. ZARA, H&M and UNIQLO brands all have a good performance in China. And Martha itself is positioned as a middle class department store, neither high-end atmosphere nor fashion parity, so in recent years, more and more fast fashion consumers are ignored.

Moda Operandi, former merchandise general manager and creative director of Indre Rockefeller, a well-known luxury luxury electricity supplier in the US, also worked as a regional president of Delpozo in April, Spain's luxury fashion brand Delpozo. Delpozo boss Pedro Trolez revealed that at present, the brand is experiencing rapid development, and has strong demand for expanding the territory and improving sales performance. The future of the brand is likely to develop in the field of e-commerce. As a result, the talent gathering plan can be described as killing two birds with one stone, because Indre Rockefeller not only has rich work experience in luxury electric business Moda Operandi, but also acts as the wife of the fifth generation of the Rockefeller family's successor, Justin Rockefeller, and the former assistant of Anna Vogue, chief editor of Vogue, in the United States. fashion The circle has an extraordinary influence. In fact, Indre Rockefeller has made an important contribution to the brand's entry into the American fashion scene before job hopping. She has introduced Delpozo to the United States through Moda Operandi, and helped Delpozo to hold a press conference in New York fashion week in 2013.

It is not only fashion enterprises that rob human resources, but other industries are also very optimistic about the executives from the fashion industry. At the beginning of this year, IT industry giant Apple Corp ushered in a new retail business leader, Burberry group former CEO Angela Arentz. The appointment was announced in October last year. Apple Corp CEO Tim Cook said Burberry has achieved outstanding growth because of its focus on brand, culture and core values. In fact, since last year, Apple Corp has recruited several executives in the fashion retail industry, including senior vice president of Levi's and St. Paul DeNeve CEO. IT companies recruit fashion executives. It seems that apple is going to push the retail market a new round.