Designer Brand Industry Is Cold And Reorganized To Find New Development

Bankruptcy news is frequent, designer brand industry is cold

Now that is not

At the best time, it is not the spring of independent designer's brand.

Gucci has appointed the director of accessories department for two consecutive times as the creative director, and the degree of attention is obvious. While the designer brand is immersed in the misconception of accessories, it is not Reed Krakoff.

The designer brand industry needs to adjust the product and launch structure in time to follow the industry ecology. The rhythm of pformation and expansion also needs to be effectively controlled.

When the designer Jonathan Saunders is about to close the brand of the same name, the news has brought the whole industry's concussion.

The British brand, founded in 2003, was once popular. Its brand was also one of the highlights of the London Fashion week schedule. At the beginning of the year, the brand also welcomed Eiesha Bharti Pasricha, an investor from India, also an investor of Roksanda, and was appointed to CEO in July.

The sudden turn of events is a spectacle.

Jonathan Saunders

However, Jonathan Saunders is not a case. The Kris Van Assche, which had been completely exhausted before it was shut down, failed to restructure and Reed Krakoff and Band of Krakoff in the low end market through the bankruptcy pfer of Damir Doma Doma. The designer brand of these bottleneck period is not collapse, but struggling at the edge of collapse.

What can we do to save designer brand?

Reed Krakoff

As the main source of profit for fashion brands, accessories are always the key to retail.

Traditional luxury brands create an entry-level price threshold through the introduction of accessories to attract consumers who are not yet able to buy Ji Chengyi, and try to spread the brand effect through the identification of accessories.

Gucci has appointed the director of accessories department for two consecutive times as the creative director, and the degree of attention is obvious. While the designer brand is immersed in the misconception of accessories, it is not Reed Krakoff.

Reed Krakoff

Former creative director of Coach, the American luggage and leather goods brand, and twice won the US fashion.

The Reed Krakoff of CFDA, the annual accessories designer, naturally put the accessories mode into the brand of the same name.

Krakoff resigned from the Coach Inc. group in 2013 and redeemed the same brand business in the same year. Handbag business accounted for 70% of the total retail sales.

* Band of Outsiders

The fact is that from handbags to the entire accessories field is declining, the brand's cash in the cards began to fail in the second quarter of 2014, and the market for accessories has presented a series of atrophy.

This is followed by the traditional luxury luxury accessories diving price reduction; at the same time, compared with traditional luxury goods, designer brands tend to have smaller production scale, resulting in the current designer brand accessories price is particularly high.

Shop Band of Outsiders has been closed

The same problem happened in Band of Outsiders's bag shoe business.

But the way to restructure the two is quite different: the Reed Krakoff after restructuring is more focused on bags, but it cuts the price down to a great extent, while Band of Outsiders will reduce the proportion of accessories, and then change the design director to fight the clothing market.

The two brands of fork in the road are a daydream.

Jonathan Saunders

Jonathan Saunders and Kris Van Assche encountered another important problem. For small-scale brand designers without flagship stores (Jonathan Saunders's closure in Japan earlier this year), efficient circulation with online and retailers is critical.

Jonathan Saunders

Barneys, Saks and other high-end high-end buyer's department stores have been

In the past few years, with the impact of the electricity supplier and the slow economic recovery in Europe and the United States, the department store industry is also facing the dilemma of declining passenger traffic and declining sales in the same store.

* Kris Van Assche

Over the same period, the secondary resale market such as buyer shops is also shrinking. How to win the luxury electricity supplier and buyer's order has become the key.

In the same designer brand, Jonathan Saunders and Kris Van Assche have a fatal disadvantage: the new speed.