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.

Chief financial officer

"Our customers will not take it for granted that we are going to complete the reform of MarcJacobs immediately, obviously it will be a long process," he said.

He said the change in Donna Karan was less dramatic.

The company plans to change the brand's existing creative style and simplify its brand.

The series exposes and focuses on the development of DKNY while reducing costs.

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.

Besides, in the new quarterly earnings report of LVMH, its fashion and leather products sector has been in good form. Fendi, C e line, Givenchy and Kenzo have increased to varying degrees, of which LV has done a lot of credit. The group said its LV Monogram handbag series and new handbag series have strong demand, while the classic style is not good enough 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.

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