Reed Krakoff Is Coming Back.

In March this year, the US accessories designer Reed Krakoff stopped its own brand name, and all the products were sold at 70 percent off.

Recently, Krakoff announced that it will return with its own "comeback" product, which is a set of clothing and accessories designed jointly with Kohl department store, including bags, shoes and other products, which will be released in April next year.

The next retail will use the common resources of Kohl 's and Krakoff, and they are working hard for their new year's retail goal. On this basis, the two party has also identified a five guideline: outstanding products, incredible cost, convenient experience, personalized connection and winning team.

Krakoff reveals that cooperation with Kohl 's is likely to become a long-term practice, "we are talking about. It is a wonderful experience that can push me forward and connect with core brands.

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Next year's series of cooperation will be a time series, and some of the proceeds will be donated to the American Fashion Designers Association.

No matter what the outcome is, whether the brand can make a comeback, the managers born by designers are so hard to work hard that they are admirable.

As the former creative director of Coach, Reed Krakoff formally completed her 16 year career in Coach design in June 2014, and devoted herself to the personal brand.

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But doing so did not make business any better.

The designer who helped Coach sales rise from $500 million to $5 billion left while the Coach performance continued to fall, the company cut down 200 workstations in order to adapt to the slowdown in sales. Now, the designer's Coach has gradually aroused the interest of young people in style. People's grim sigh of Krakoff's departure has gradually been grinded by surprise, and his brand of the same name does not seem to have touched the light of Coach predecessors. The boutique store in New York Soho District opened in February this year, and it will be closed in June.

For these stores, Krakoff used all his connections, but the ending was still sad.

Coach gave its financial support at the initial stage, which means that Coach also has the authority to manipulate the brand.

In fact, Krakoff had been considering buying shares from Coach in 2013 before leaving, and the final price was $10.

It's not Coach's kindness. This small $10 means that tens of millions of dollars of losses and debts of Reed Krakoff brand have been pferred to the designer to offset the designer's brand assets that should be paid to Coach.

In the meantime, the arguments are always inadequate when everyone is trying to prove that it is a "peaceful break up".

Like Krakoff Kris Van Assche, who decided to close the personal brand of Dior Homme, Krakoff also told the media that the days of independent brands were too hard.

To be honest, the industry has always doubted the market appeal of Krakoff. Compared with McQueen and Karl Lagerfeld, Krakoff seems to be missing something.

He showed the skillful use of materials in bags and leather goods. This advantage was later projected on his clothes, which is highly practical, pendant and layered, and is suitable for everyday life of light and extravagant petty bourgeois women.

Therefore,

The brand has been positioned as high-end luxury goods at the beginning, but the luxury days are also hard.

This may be the reason why the brand decision is reorganized in March this year, and it looks like Krakoff is going back to the field of accessories, and he doesn't want to use too much univalent brand.

In 2015, Krakoff did not issue autumn winter clothing and chose some new accessories.

He wants more young people and a wider customer base.

In the past, his accessories were about 1200 dollars -3000 dollars, and from this time and Kohl 's.

It can be seen that the price of new products is not high, the lowest is only 15 dollars, and the yuan is less than 100 yuan.

Krakoff calls them "new and accessible luxury".

Krakoff chooses Kohl's as the first stop of the regression.

The Kohl 's department store in the US is not a high-end department store, but a family oriented mid - end retailer. In the past two years, the sales of Kohl' s has been soaring, though its sales growth rate has slowed down as of May 2015.

But the profit margin is still higher than analysts' expectations, depending on the way it operates.

In recent years, it has launched a project called DesignNation, inviting Peter Som, Narciso Rodriguez and other designers to make joint products.

But the series of Reed Krakoff is not part of the project.

Kohl s's chief retail and consumer officer Michelle Gass said to the Cut, "frankly, design is not the focus we are going to do now. We are ensuring that Reed is the focus.

"It sounds like the department store's DesignNation plan is going to die.

In the course of this cooperation negotiation, Krakoff's resume helped him a lot.

Gass took a fancy to his career in Coach, "Reed is known for his bag. He is more capable of designing, feeling and influencing the bag market than any other designer in the world.

He is an expert. "