The Latest Performance Of Fashion Group Ralph Lauren Is Disappointing.

The main points of the performance report are as follows: group net profit fell 9% to 215 million US dollars.

Earnings per share were $2.41, lower than analysts' average forecast of $2.52.

Group sales of $2 billion 30 million, an increase of less than 1%, also lower than Wall Street analysts expected.

During the quarter, the group increased investment in new stores, and increased marketing and sales.

This is the main reason for the decline in profits.

According to reports, Ralph Lauren group has recently increased its infrastructure investment and added new product lines.

And advertising spending, the founder of /CEO Ralph Lauren believes that the global economic environment is becoming more and more complex, believing that these investments are the right strategic move for the whole group, which can ensure the future growth of the group.

He also pointed out that the group will distribute a cash dividend of $0.5 per share, up 11% over the previous year, which indicates that the group is confident of achieving the growth goal.

However,

It also lowered its performance expectations for the current fiscal year.

According to the constant exchange rate, annual sales are expected to grow by 4% over the same period last year, and 5%-7% growth is expected before.

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The 6 designers designed a cooperative bag for LV, which brought a small sales peak to LV in January this year, but even this does not mean that LOGO products have become popular again.

LVMH group released its 2014 earnings report, and revealed that its brand Louis Vuitton (hereinafter referred to as LV) has created a small peak in leather sales in January this year.

And for the LV sales peak, it is the LOGO package that has been disliked in the past two years - the Monogram package full of LV signboard.

However, what led to the sale is not ordinary Monogram packages, but a series of designers' cooperation limited money released last year.

In 2014, the LV Monogram was launched 160th anniversary, and LV launched a project called "classic and classic subversive: tribute to Monogram".

LV found Karl Lagerfeld, Christian Louboutin, Marc Newson, Frank Ghery, Wakubo Rei and other 6 designers across the fashion, footwear, industry and architecture, making 6 different handbags and suitcases with LV's Monogram pattern, and launched the ball limited sale in October last year.

Although neither the market research nor the commentary from the consulting company looked at the attractiveness of the LOGO package to luxury customers, LV has been trying to revive the Monogram pattern.

Delphine Arnault, vice president of LV, once said, "everyone knows that Monogram is the soul of a company."

After the launch of the limited number of designer LV Monogram packages, there is also a huge fashion party. As part of the celebration of the 160th anniversary event, LV hosted a dinner in New York MOMA museum last November, and gathered a group of fashion designers, moat and stars to attend.

"Many investors who talked with us think that Monogram is a problem, but in fact it is not, LOGO can distinguish the company's products from other brands."

Melanie Flouquet, an analyst at JP Morgan Cazenove, said in an interview with Business of Fashion.

But even if the designer's Monogram package sells well, does it really mean that the LOGO package has become popular again? In fact, it is not the Monogram itself, but the uniqueness brought about by the cooperation with the designer, that really makes LV's Monogram package more popular.

Too much LOGO is still a problem. Only under the new trend of luxury consumption, Monogram can redisplay its value through various cross-border cooperation and limited money.