Women'S Handbags Accessories Brand Anya Hindmarch Will Add Male Accessories Line

Following Britain

Stella McCartney announced the new men's wear line half a month ago, also from the British women's handbag accessories.

Anya Hindmarch also needs to add male accessories.

Who is Anya Hindmarch? Who is the designer who draws smiles, big eyes and pixel villains for the bag?

You may see frequently in the daily wear of Kate's Princess and the Star Street filming in recent two years: some of them are of metallic texture, such as crumpled potato chips, some of which are simple but colorful, with Tony the Tiger wrapped on Kellogg Cereals, or ghosts in the Space Invader game, which are printed on Tony.

30 years ago, Anya, 19, sent her own bag samples to Harper 's Bazaar magazine and successfully sold 500 copies.

The money allowed her to open her first store in Chelsea's Walton Street.

In 2006, she sold a 38% stake to Kelso Place, when the market value of the brand was close to 20 million.

By the time of Mayhoola For Investment's acquisition of Kelso Place holdings in 2012, the turnover doubled to 70 million.

As of last year, her brand name has 41 stores worldwide, with a turnover of 28 million pounds. It is also the only jewelry brand to go to the showroom.

The new men's accessories line will start this month in the form of capsule collection, which is a mix and match sale, which can be purchased together in order to save time and money, including backpacks, handbags, leisure briefs, sports shoes and small leather decorations.

Compared with the female accessories, the male line changes little. The design still stresses the sense of manual and sense of humor. It only adjusts the size of the handle and the proportion of the bag, and removes the slanting bag that the woman loves to carry.

The decoration is still the pixel image and the construction fortifications sign in the smiling face, Space Invader.

According to Anya's theory, the addition of male line is a favorable trend after the brand has become popular.

"Men often come to the store to buy a single item in the women's accessories series.

This is also true of our online custom service. The ratio of customers to men and women is one to one.

That being the case, why not make a separate series?

If you want to analyze why these bags with an average price of 1000 can be touted, perhaps one of the answers is "personalization".

In 2001, the brand launched its first Be A Bag, allowing customers to print their photos on the bag.

In 2009, the Anya Hindmarch Bespoke store in London launched a custom business that could be painted or written on the package. The 2011 year service was launched on the official website.

In 2014, in order to expand its customer base, Anya also released a leather sticker series, priced at 35 to 125 pounds, which contributed 1200 pounds in retail sales in that year.

This year, Anya also released a "PIX By Anya" App for the autumn and winter series. It can turn a clear picture into a fuzzy retro pixel, and it is another attempt to show the brand's "personalization".

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You may have noticed that DIY, graffiti and other design elements are frequently appearing in luxury brands in the past two years, and Anya 10 years ago have already begun.

In an interview with a British journalist, she said: "the ultimate form of luxury is" customization "and" storytelling ", so no one will be hard to give up on it.

But commercially speaking, personalization is the hardest part. It needs to mix efficiency, technology, loveliness and retro.

In order to ensure that this "personalization" concept is not affected, Anya himself still owns a large share of the brand.

In addition, in 2011, she resigned from CEO post to return to the position of creative director and concentrate on design.

Successively she took the helm of the former Gucci director James McCarthur and former Karl Lagerfeld Helen global Helen vice president Helen Wright.

It is worth mentioning that, like Stella McCartney, the complete male line of Anya will not be released separately in January next week in London men's clothing week (English renamed to London Fashion Week Men s, instead of London Collections Men), and will appear on the London Fashion Week in September this year with the women's wear line autumn winter series.