Marc Jacobs Targets IPO.

Marc Jacobs has chosen not to renew its contract with Louis Vuitton Louis Weedon John Man since the end of 2013, leaving the global luxury flagship brand, which has served for 16 years, aims at attacking IPO and concentrating on the development of Marc Jacobs International LLC. At that time, there was a move to get rid of the shadow of Marc Jacobs. The Marc by Marc Jacobs will be renamed, but the group has been using the name of Marc by Marc Jacobs to open shop.

Designer Marc Jacobs confirmed to reporters that Marc by Marc Jacobs will be integrated into the main brand Marc Jacobs, in order to unify brand logo and expand product and price range.

Marc Jacobs pointed out that the decision was based on Marc by Marc Jacobs, which gradually lost relevance with the main line Marc Jacobs in recent years in design and development. When Marc by Marc Jacobs 2001 launched the market at a lower price, it was very popular. However, as more and more designers and independent brands crowded into their "contemporary" field, the brand's unique temperament was weakened, and itself did not remain competitive enough to begin to dim. Marc Jacobs long term partner, Robert Duffy, vice chairman of the Marc Jacobs International LLC board, appointed Katie Hillier and Luella Luella two British designers respectively as the creative director and design director of women's clothing in 2013. She admitted that the brand has lagged behind in the increasingly competitive market, such as the rapid rise of 3.1, the brand and so on, and the development projects are too scattered.

Nevertheless, Marc by Marc Jacobs is still the main source of input for Marc Jacobs International LLC, earning $750 million in 2013, accounting for about 70% of the company's revenue.

As for the retention of Marc by Marc Jacobs, people familiar with the matter revealed that Katie Hillier was highly praised in the group. In the 10 years before joining Marc by Marc Jacobs in 2013, it has been working happily with the brand in the field of design, extending from the original handbag series to watch. glasses And jewelry and other accessories design, so it is expected that she will remain in the group after the reorganization of Marc Jacobs brand, but it is not clear about the future of Luella Bartley in the group. To be sure, the group will recruit more talents for the Marc Jacobs design team. Sebastian Suhl, chief executive of Marc Jacobs International LLC, said the total number of employees in the next one or two years will increase, but that does not mean that everyone can keep their jobs.

In addition to reorganizing the design team, Marc Jacobs will also change dramatically at the retail level. First, Marc Jacobs will redesign the brand's physical stores and showrooms, and integrate their personal cognition of interior design, furniture and art into storefront design. Marc Jacobs is located in Mercer Street, New York. brand The first store is most likely to become a model store for new store design.

At present, there are about 200 self owned and franchised stores worldwide. Sebastian Suhl said that the group is now evaluating stores that need reopening or reopening, and how to deal with existing Marc by Marc Jacobs stores. As for brand expansion, we need to consider the establishment of new and unified brand concept and the strengthening of the retail team in the headquarters and local market.

Sebastian Suhl points out that opportunities for expansion are everywhere, and the expansion potential of bookstore Bookmarc and Marc Jacobs brands in the US market is also great. In terms of product categories, Coty Inc. (NYSE:COTY) Cody group's Marc Jacobs perfume and the make-up series NYSE:COTY, which is produced by LVMH Mo t t Hennessy Louis Vuitton (MOET & CHANDON) Hennessy group LV group, has great room for development. Marc Jacobs has revealed that its make-up products have sold more than Chanel Chanel at the Sephora flagship store in Paris's Champs Elysees recently, proving that its brand is gaining market recognition.

Meanwhile, Marc by Marc Jacobs After entering the main line, the products of its core price range will be retained, thus forming a high-end brand and "contemporary" brand. While the blank part between the two positioning will not become the main market of Marc Jacobs brand, it will also provide a penetrating opportunity for the brand.

In addition, Marc Jacobs, which has been focusing on the main line of high-end fashion series, will have more time and energy to work more closely with distributors and meet regularly.

The impact of IPO is the most frequently mentioned goal of Marc Jacobs International LLC over the past two years. After missing the Michael Kors Holdings Ltd. (NYSE:KORS), LVMH boss Bernard Arnault has always hoped that Marc Jacobs International will be able to replicate the success. Bernard Arnault not only increased the shareholding of Marc Jacobs International LLC to 80% in 2013, but also will be considered one of LVMH's most promising executives in July 2014, Sebastian CEO of Givenchy Givenchy at that time.

After LVMH's holdings, the holdings of Marc Jacobs and Robert Duffy decreased from original 1/3 to 10%, and Robert Duffy also retired from the role of the group responsible for daily operation, becoming Vice Chairman of the board of directors of the group with voting rights, and in the Marc Jacobs China and the two branches of the company.