Is There Any Mistake In The Positioning Of Luxury Goods?

Gucci has recently achieved its first growth in two years, thanks to the change of brand name by a new designer. Marc Jacobs and Donna Karan continue to brand repositioning, resulting in declining performance.

Do these signs indicate that there is a mistake in the positioning of big brands?

Gucci changed the creative director to brand positioning and new performance growth.

At the end of 2014, the core of Kai Yun group (Kering) was its core.

Gucci (Gucci) announced that after the design director and CEO double resignation, it undoubtedly added a "fire" to the year-end fashion circle. In early 2015, Marco Bizzarri promoted the Gucci chief accessories designer Alessandro Michele to replace the CEO as the new creative director.

Up to April 2015, the first quarter results released by Kering group of Gucci parent company showed that Gucci's first quarter performance was the worst in five years.

Kering group said it would adjust the price of some Gucci products one by one, depending on the specific circumstances of the case.

Gucci, a creative director, is in pition.

As Gucci's demand in Asia has declined, CEO Marco Bizzarri has accelerated the repositioning of the brand.

Gratifying is that in the first three months of June 30th, Gucci achieved its first growth in two years, and turnover increased by 4.6%, far ahead of the 3.2% decline earlier.

Gucci, after several quarters of sales quagmire, has finally announced its success.

Data analysis shows that thanks to their new creative director and CEO, the former designer's product has been discounted, not only has he redesigned the product positioning, but also the shop and website have changed their style.

It is worth mentioning that during the 2016 spring and summer Paris men's week,

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Mark Jakob, designer of Marc Jacobs, said he had never bought Gucci clothes in his life, but one day he saw the new Gucci designed by Alessandro Michele, the creative director, and fell in love immediately and quickly bought it.

And the 2015 autumn and winter series brought by Alessandro Michele also performed well.

They boarded the first line magazines.

It can be seen that the design of Alessandro Michele has made brand positioning new.

LVMH's continued brand repositioning led to a sharp decline in its performance.

LVMH group's 2015 first half results show that CELINE (C line) and Fendi (Fendi) are most popular with Chinese consumers.

Marc Jacobs and Donna Karan continue to brand repositioning, resulting in a sharp decline in performance.

Marc Jacoobs business is "substantially reduced", mainly because the wholesalers are looking forward to see how Marc Jacobs Jacobs will integrate the sub license Marc by Marc Jacobs to achieve the company's expected IPO vision. In March this year, LVMH company CEO CEO has publicly stated that the value of the company will account for 1/3 of the whole company in the next 5 to 10 years.

In fact, although Marc by Marc Jacobs has brought almost 70% of its sales to its parent company, it has also caused a lot of problems, such as the main line brand, the price gap between the main line and the subsidiary line is too large, the brand positioning is chaotic, and the block trading is difficult.

Once incorporated into the main line, Marc Jacobs will redefine its brand positioning, expand product type and price range, and promote unified management.

Jean-JacquesGuiony, chief financial officer of LVMH, said: "our customers will not take it for granted that we should complete the reform of MarcJacobs immediately. Obviously, this will be a long process."

He said the change in Donna Karan was less dramatic.

The company plans to change the brand's existing creative style, simplify the exposure of the brand DonnaKaran series and focus on the development of DKNY, while reducing costs.

In addition, in the new quarterly earnings report of LVMH,

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Its fashion and leather Department is in good form. Fendi, C, line, Givenchy and Kenzo have increased to varying degrees. Among them, LV has made outstanding achievements. The group said its LV Monogram handbag series and

Handbag series demand is strong, and classic style is not good to sell.

LVMH Group Chairman and CEO Bernard Arnault said: "the first half of the year's performance reflects that our brand strategy and professional management style are effective.

Burberry's Hongkong business is also at a low ebb, but its Japanese market has offset this negative effect.

Burberry also plans to pform its Japanese special brand into an international brand, and it is expected to complete this in September.

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"At Burberry, we are committed to providing the most clear brand image.

This enables our customers to have an uninterrupted experience in Burberry whenever they want to shop.

Christopher Bailey, chief creative officer and chief executive officer of Burberry, said.

Until the end of last month, Burberry also operated two non luxury sub lines, Burberry Blue and Burberry Black, in Japan.

The design of these products is completely separated from the rest of the world and the price is lower.

This is obviously contrary to the luxury positioning of the brand.

Because of the problem of inconsistent location, the number of visitors to Japan is increasing year by year.

Since 2011, the number of tourists to Japan has increased by more than 2 times, which has led to a 3 fold increase in sales of Japanese department stores.

In some shops, the sales contributed by tourists account for 40%.

In addition to opening several new flagship stores in key cities, the company has decided to advertise in Japan's mainstream newspapers, focusing on promoting the classic value of Burberry, with pictures of factories producing trench windbreaks in Castleford, to strengthen the positioning of brand luxury goods.