It'S Not That Your Product Is Not Good Enough To Sell. Maybe The Creative Director Is Not Enough.

Recently, luxury brands have released their earnings in 2015.

Even though most of the data in 2015 are not as good as before, there are still several big brands that can keep up with the trend of growth, such as Gucci.

In addition to the very good Gucci, YSL and Loewe are also considered to be surprisingly good brands.

As for these big names, why are they selling so well? Maybe the business strategy is better than the others, perhaps because these big names have a creative director who loves to toss.

Gucci current creative director Alessandro Michele

Since Gucci (Gucci) changed its creative director to Alessandro Michele last year, the sexy and tall way before the brand has been completely overturned.

Even though controversial, Alessandro Michele, who is full of imaginative design, has made countless circles in fashion circles. Even his elder brother Marc Jacobs is willing to be his fans.

Not only that, but even more fashionable buyers and retailers have been well received, Berdorf Goodman's SVP Linda Fargo said: "the most fashionable girl in Milan now is not Gucci, the essence of fashion is change. I believe that more new customers will follow the footsteps of Gucci."

After taking office, Alessandro Michele designed Gucci for men and women.

Beginning with the autumn and winter series in 2015, Alessandro Michele completely replaced the "sexy strong" existence of "literature and art".

From the 2015 autumn and winter series of literary and artistic girls dressed in lace skirts to the 2016 spring and summer series of playboys and to the fairy girls who came out of the 2016 early autumn gardens, and the latest 2016 autumn and winter series of young men and women with tiger heads and caps, Alessandro Michele has thoroughly washed the luxurious style of former director Frida Giannini, making Gucci become friendly and interesting.

YSL is currently creative director Hedi Slimane

The same creative director of love is also the creative director Hedi Slimane of Saint Laurent.

In the case of slow growth of Gucci and Bottega Veneta, all of them rely on the rapid growth of Saint Laurent under the control of Hedi Slimane, and the luxury sector of Kai Yun group can only support weak growth.

Recently, in the earnings report of Kai Yun group, like Gucci, Saint Laurent still performed well. In the 2015 quarter, the fourth quarter revenue grew 27.4%.

Of course, these growth figures are inseparable from the Hedi Slimane, the creative director.

In fact, in retrospect of Saint Laurent's creative director, Hedi Slimane, to some extent, is the most successful, except for the founder YSL herself, though he is also the most controversial one.

Independent Loewe creative director

Loewe is currently creative director Jonathan Anderson

In addition to the above two, fashion circles love to toss.

And Loewe's designer J.W.Anderson.

Since he joined Loewe at the end of 2013, the sales of clothing brands have increased by 380%.

And this achievement is more or less inseparable from his brand.

In 2014, J.W.Anderson's first entry to Loewe was to find the French graphic designer M/M, which designed a brand new LOGO and fonts.

In the design, we also used the gender vagueness that J.W.Anderson was good at.

Increased vitality.

The "Puzzle" handbag he designed for Loewe quickly surpassed Loewe's classic "Amazona" handbag after the launch, which is 27% higher than the latter.

"The addition of Jonathan Anderson has injected a lot of fresh ideas and surprises to Loewe.

He also relied on his creative mind to rebuild the brand from all aspects.

New York luxury chain corporation Barneys commented.

Perhaps this gender ambiguity design is not acceptable to everyone, but last year's British Fashion Awards awarded him two trophies for men and women designers for the first time.