Do Fashion Brands Start To Integrate Products?

Faced with the downturn in the Asian market, some fashion brands have come up with countermeasures.

It is not hard to see that fashion brands have been closing off their sub lines and unifying their product brands. Following the appointment of Simon Homes as creative director in March, Paul Smith is ready to integrate its products into two major series.

Do fashion brands start to integrate products?

Paul Smith follower luxury brand streamline product line

The British fashion brand Paul Smith will make a comprehensive restructuring of the 2016 autumn and winter products.

But different from Burberry, Marc Jacobs and earlier Dolce &Gabbana.

Only a single product line is reserved. Paul Smith will retain the secondary line PS by Paul Smith on the basis of the same main line.

at present

There are three series: Paul Smith, Black label and Paul by Paul Smith.

It has four series: Paul Smith, London Collection, PS and Smith, and then comes with incomplete accessories and shoes products.

The product price and distribution channels will be closer to the consumer's sub line PS by Paul Smith, which includes men's, women's wear, jeans, shoes and accessories. The design will adopt more daring coloring and patterns, but more concise and approachable than the main line.

Paul Smith will also have its own retail concept store starting in 2016. It will be officially settled in the first half of next year.

Marais area.

At present, there are 38 stores and 176 franchise stores in the world.

In 2014, the company exceeded 400 million euros in turnover.

Luxury brand unified product line is for better promotion and management.

Christopher Bailey, chief executive officer and creative director of Burberry, said that by the end of 2016, Boboli would phase out Prorsum, London and Brit product lines and put it under one brand, so that consumers could better understand the value of the brand.

The new brand named Burberry will focus on the British roots of the company and emphasize its design and development in London.

"We believe that this will provide our customers with a more concise and intuitive image," Bailey said. "This is not just a facade.

This is a tremendous change. "

What is worth mentioning is that although the Marc by Marc Jacobs, which was founded in 2001, has brought almost 70% of its sales to its parent company, it has also caused a lot of problems, such as the brand of the main line, the excessive price difference between the main line and the secondary brand, the confusion of the brand positioning, and the difficulties of bulk trading.

Although the secondary line has made a good response, Marc by Marc Jacobs has finally failed to escape the fate of integrating into the main line.

Marc by Marc Jacobs positioning relatively inexpensive women's clothing

Recently, Marc Jacobs formally suspended the sub line Marc by Marc Jacobs, Marc Jacobs also re defined the brand positioning, expanded product type and price range, unified promotion and management.

The brand will be integrated with entry-level and high-end products, and will be displayed in every fashion show.

The Marc Jacobs accessories and retro American theme will usher in a new logo, setting the style for the design of the new series of products.

In order to implement the new strategy, the brand closed several stores in Yekaterinburg, Paris (Palais-Royal), Milan, London (South Audley St. and Mount St.).

Since September 2017, from the Mercer Street store in New York, the brand will introduce a new concept of store, which is also the first brand store.