The Essence Of Luxury Is Not To Cater To The Market.

Brand exchange, or image change, is a great risk.

For example, as the successor of Oscar de la Renta, Oscar Renta Copping's life was not easy after her successor.

One of the important reasons is that the classic created by a former designer is always a fortress and difficult to surpass.

People always invariably compare him and his predecessors. Although they can find many fit points with the brand's design style, they are infused with "fresh blood" works. They seem unable to fully appreciate the favor of new and old customers, and the evaluation is also a two stage differentiation.

At the beginning of this year, Alessandro Michael (Alessandro Michele) was appointed by Gucci (Gucci) as the creative director, responsible for Gucci's all series of design and brand image.

As we all know, the essence of luxury goods is not to cater to the market. Therefore, even if the price is reduced, it will not bring any exclusive brand effect to consumers.

Since the end of last year, all the fashion circles in Europe and the United States have been actively or passively greeting the new round of changes. Many brands will change their brands at the top level, and the brand will be fully adjusted.

Replace the designer!

At the beginning of this year, Alessandro Michael (Alessandro Michele) was appointed by Gucci (Gucci) as the creative director, responsible for Gucci's all series of design and brand image.

France

Grita Loebsack, the former chief executive of Unilever, appointed CEO, a luxury goods customization and leather goods department, will lead the work of 6 designers, namely, Alexander McCune (Alexander McQueen), Bourriau Ni (Brioni), Bourriau Ni (Brioni), Christopher Kane (Christopher Kane), Stella Macartney (Stella McCartney) and Thomas Maier (Kane). The brand of the group's brand, Pu Qi, has appointed the new brand of Valentino (Ali Szabo), Ali Szabo (Ferragamo) and Ferragamo (Hou) brand as the brand new ones, and the two will be formally appointed in September.

Come from

(C E. line) Johnny Coca, the former design director of leather goods, footwear, hardware, jewelry and sunglasses, has been officially appointed as the creative director of Mulberry (Mulberry) in July 8th and will be responsible for the brand of men's and women's leather accessories, shoes, garments and soft accessories. It will also supervise the image of all the creative aspects of the brand.

Abercrombie&Fitch Co., also known as "sexy marketing", has announced its new core brand leadership team recently, including at least 6 new appointments, including the highly respected designer Aaron Levin (Aaron Levine), who previously served as the deputy general manager of the men's clothing design department at Monaco guild hall (Club Monaco), and has now joined A& F men's wear as the chief designer of the Abercrombie&Fitch.

The changes in personnel behind these big names also reflect the redistribution of the right territory in the fashion circle at the time of new and old alternation.

The change of A&F brand decision, which has abandoned the "sexy marketing", also shows the renewal of the company's value from a certain angle.

Shortly after the new leadership team took office, Christo Angelides kids, A&F and A&F kids's brand executive, said: "especially when the brand pformation is in progress, these changes will greatly push the brand forward."

But can brand change new blood?

With the popularity of "de Logo", Gucci, as the beneficiary of the early promotion of Logo products, has become a brand abandoned by consumers for nearly two years, and its performance has been on the decline.

But in the first half of this year, Gucci's performance report obviously exceeded expectations.

After the launch of the first series of Michael, the new creative director, after the launch of fashion week, although it is also widely concerned and loved, it even let consumers regain confidence.

But obviously, the former designer series of products carried out on the whole line of half off price reduction for the first half of the sales performance is also important.