Gucci'S Printing And Sequins "Win Win" Created A Miraculous Turn.

French luxury group Kering SA recently released its first quarter figures, with sales growth of 28.6% over the same period last year, an increase of more than two times that of analysts.

The superstar of Kai Yun is flagship brand Gucci, which has an organic growth rate of 48.3% over the previous quarter, reaching the best in 20 years and reaching the target of 30% pre tax profit ahead of schedule.

For Gucci, today's performance is a miraculous turn compared with the trough of December 2014.

The poor performance of the brand led to the departure of chief executive and chief creative officer.

At present, Gucci sales account for about 50% of the sales of the cloud luxury sector, and operating profit accounts for about 60% of the sector.

On Wednesday, after the announcement of the earnings report, the opening price of cloud opened to a new high, closing at 284.4 euro per share, almost two times that of last year.

Such performance may not be duplicated.

By the end of April 26th, the forward price earnings ratio of the open cloud has reached 22 times, far exceeding that of other luxury peers included in Bloomberg think tank.

According to Kai Yun, the outstanding performance of the first quarter of this year is in sharp contrast to that of the same period last year, when the demand for luxury goods in China slowed down, and Paris's terrorist attacks led to a weak tourism consumption market in Europe.

The industry is in trouble.

Therefore, the current strong data show that the luxury consumption market represented by China is undergoing large-scale recovery.

Another main reason for the rapid growth of sales is the debut of Alessandro Michele, the new Gucci chief executive, last year.

The first perfume launched by Alessandro Michele is a new growth strategy.

Bold print patterns and brand logo of animal elements make the creative director's design style vivid and vivid.

Alessandro Michele whimsical prints and sequins make Gucci a beautiful candy store.

Fans gathered in groups to rush to buy new products, especially online business.

Marco Pozzi, a senior retail analyst at research firm Contact Lab, believes that Gucci is still very good at injecting new vitality into new products while adhering to the traditional essence of the brand.

"Brand revival after the trough" is not new to Gucci, which was founded in 1921. In 60s and 70s of last century, Gucci was popular for a time with colorful flower designs. After that, it got into trouble in 80s and entered 90s. Under the leadership of American fashion designer Tom Ford, Gucci began to enter the Renaissance, 2001 brand was opened by Yun Yun group (PPR) holding, 2004, Tom Ford left after ten years of effective Gucci, the husband and wife creative director, Frida Giannini and chief executive officer, led the brand to maintain an upward trend.

The digital strategy is more efficient than its competitors. Since the Marco Bizzarri became brand CEO in 2015, the brand website has been redesigned and added to the richer products.

Online sales surged 86% in the first quarter, boosting the overall online sales revenue of Kai Yun group, an increase of 60% over the same period last year.

At present, we are working with some online luxury wholesalers and co - operating with the luxury goods business Net-a-Porter to launch an exclusive capsule series.

This autumn, the brand and the fashion business Farfetch cooperation have launched a 90 minute express delivery service in 10 cities.

In addition, the brand also invested heavily in refurbishing stores, and at the same time moderately reduced sales space and increased retail outlets' efficiency.

In the report, UBS analysts pointed out that several key factors of Gucci growth include product innovation (handbags represented), renovation of stores, and construction of websites.

In view of the outstanding performance of Gucci, Bloomberg columnist Andrea Felsted said that although the brand's printing craze is "hot" for a day, it still occupies an absolute advantage in the short term.

Therefore, if anyone worries that the growth rate of Gucci may slow down in the future, it is too early to worry about this. Once the Gucci growth rate slows down, the synergy of other brands of the group will exert great pull.

According to financial reports, the French luxury brand Yves Saint Laurent (Eve Szentgrolan) opened up to 3.64 billion euros in the current quarter, an increase of 35.4% over the same period last year.

Such a performance is enough to dispel doubts that the industry is worried about changing the creative director's influence on brand growth.

The design of the new creative director, Anthony Vaccarello, has become the new favorite of consumers.

The group's fourth largest brand, Bottega Veneta, has also started to recover. Organic sales for the first time in a quarter have increased for the first time in more than a year.

The sports and lifestyle sector's first quarter sales of German sports brand Puma exceeded 10 billion for the first time.

Market speculation, the parent company Kai Yun group may take the opportunity to pfer its holdings of Puma 86% stake in order to focus on luxury goods.

But at present, Kai Yun group declined to comment.

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