Bottega Veneta Became Difficult Because Of Low Key And Introvert.

With the return of the retro trend and the strong Logo elements, Italy

Bottega Veneta is difficult because of its low tone and introvert.

According to the world clothing shoes and hats net, in September 23rd, the Bottega Veneta 2018 spring summer series was released in Milan and broadcast live through the Internet.

Consistent retro luxury style.

Tomas Maier, the creative director who has been in office for 16 years, said the new series of ready-made clothes.

The main purpose is to convey the shocking visual appeal.

He also invited Gigi Hadid, Bella Hadid and Liu Wen to become popular supermodels to attract more consumers' attention.

The show, Tomas Maier, continues to display on the fashion of male and female fashion show. He thinks Bottega Veneta itself is built on the basis of men and women. Therefore, the combination of men's and women's clothing series is a natural and fundamental move, and at the same time, it can follow the development of his visual creativity.

However, Tomas Maier is still strongly opposed to Bottega Veneta's strategy of "buying at sight".

He believes that before the new product is officially landed at the store, the brand should give enough time to produce products to ensure the complex and perfect manual quality of each product.

Some people have pointed out that Bottega Veneta, which does not know how to be flexible, too persistent and does not keep pace with the times, has become a stumbling block in the process of brand development. Tomas Maier is in urgent need of change. At present, the product structure of Bottega Veneta is too single and dull, especially for young consumers, which has gradually lost its appeal.

However, some analysts believe that in a strictly graded luxury industry, changes are usually not easily accepted by people, especially in the fashion industry, which is famous for its seasonal and fresh pursuit. Though the brand can attract fans quickly, it is also easy to lose its original followers.

The picture shows Bottega Veneta 2018 spring and summer series of fashion show backstage photos.

Bottega Veneta was founded in 1966 by Michele Taddei and Renzo Zengiaro. Its unique leather weaving technology called intrecciato has gradually become the classic logo of the brand. So Bottega Veneta has not designed any other Logo to strengthen its brand image.

Thanks to this, in the period of Logo style losing momentum, Bottega Veneta quickly became a favorite luxury brand for low-key, luxury and quality consumers.

In 2001, Bottega Veneta was acquired by Gucci company at that time, and now it is owned by Gucci group.

According to the data, Bottega Veneta achieved an average sales growth of 23% per year between 2005 and 2013, and sales for 2013 exceeded 1 billion euros for the first time.

Due to China's anti-corruption and domestic economic slowdown, the performance of Bottega Veneta declined from the end of 2014, and its revenue growth slowed from double-digit to single digit. Last year's sales decreased by 8.7% to 1 billion 170 million euros compared with the same period last year, and the number of stores that failed to keep in good performance was constantly closed. The number of outlets even exceeded Prada, Louis Vuitton and Italy's luxury brand Tod's, becoming the only luxury brand of Kai Yun group's losing power.

At the same time, Gucci, which belongs to Kai Yun group, has been leading the luxury industry for 6 consecutive quarters under the bold product ideas and excellent business strategy of the creative director Alessandro Michele and CEO Marco Bizzarri. This year it will become a luxury brand entering the 5 billion euro club.

In the face of the rapid rise of Gucci after changing hands, Bottega Veneta ushered in a new CEO Claus Dietrich Lahrs in October 1st last year.

In January this year, the brand also invited Michael Kors (NYSE:KORS) to serve as Lisa Pomerantz, senior vice president of global communications and marketing for six years, as Bottega Bottega's chief marketing officer.

However, Claus Dietrich Lahrs has no plans to replace the new creative director.

At present, Claus-Dietrich Lahrs's team members include the chief sales officer Jon Strassburg who has just left from Burberry, the communications director Yannick Angelloz-Nicoud, the senior vice president of global marketing Kristen Campbell, the senior director of social media strategy Sebastian Saldarriaga, the senior advertising director of global advertising, the vice president of content creation, the senior director of global content, and the director of global electric business.

Some analysts say that the frequent change of Bottega Veneta means that the performance of the brand is far from the target of the group.

But after a series of top management personnel changes and adjustments, the performance of Bottega Veneta began to show signs of recovery from this year.

According to statistics, sales of Bottega Veneta in the first half of the year increased 3.4% to 590 million euros.

In an interview with the American women's wear daily, Claus-Dietrich Lahrs said that during the past year, he has been preparing for the thorough pformation of the brand. He constantly keeps the industry talents and set up a new management team, laying the foundation for the goal of Bottega Veneta advancing 2 billion euros.

Therefore, the fiscal year 2017 is still a pitional period for Bottega Veneta.

The picture shows Bottega Veneta's new chief executive, Claus Dietrich Lahrs, who took office in October last year.

Faced with the industry's doubts about the obsolete Bottega Veneta Intrecciato weaving elements, Claus-Dietrich Lahrs responded that it would not abandon the brand foundation because of the reform and reorganization. He stressed that the Intrecciato weaving element is the foundation of Bottega Veneta existence, and what the brand has to do now is to innovate on this basis.

In addition, Bottega Veneta's newly launched Mini Motebello has also received a positive market reaction among young consumers. "Mini Montebello will be more intimate than brand other packages, but this will not reduce the brand's grade."

Claus-Dietrich Lahrs added.

According to Claus-Dietrich Lahrs, women's shoes have become the core category to promote their first quarter growth. Therefore, in the future, the brand will also invest more in shoes and shoes when it is committed to handbags and garments.

As for the Tomas Maier's move to merge the women's fashion show up in the last year, Claus-Dietrich Lahrs will keep a certain consistency between the series and the series, so it will continue the model.

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Intrecciato weaving element is one of the most classic signs of Bottega Veneta.

As part of its product diversification, Claus-Dietrich Lahrs emphasizes that household products will also become an integral part of Bottega Veneta. The new series will be unveiled in April next year at the Milan furniture and design exhibition Salone del Mobile.

Before joining the Bottega Veneta, Claus-Dietrich Lahrs served as a senior management position in luxury brands such as Cartire, LV, Dior and Hugo Boss. As an experienced luxury industry player, Claus-Dietrich Lahrs said that in the current global luxury fashion retail shuffle, it is the best period for pformation of Bottega.

However, he stressed that pformation and innovation do not mean to subvert the characteristics of Bottega Veneta. The primary task of his new team is to directly communicate with consumers through digital media channels on the basis of keeping the Bottega Veneta brand characteristics and culture, and better convey the brand DNA to consumers, especially the Millennials.

In the first half of this year, Bottega Veneta accounted for 11% of total sales in North America, while Asia Pacific sales accounted for 42% of total sales, followed by 27% in Western Europe and 15% in Japan.

As of June 30th, Bottega Veneta has 265 stores in the world.

In view of the huge scale and population base of the Asian market, Claus-Dietrich Lahrs expects that the Asian region will become the most competitive and potential market for Bottega Veneta, and is one of the main engine of growth engine for the brand.

Brands also play an important role in the minds of consumers in Australia, Europe and the United States.

In addition, content will also become a new force for Bottega Veneta.

Claus-Dietrich Lahrs points out that apart from products, communication between luxury brands and consumers is also important, and social media such as Instagram and Facebook provide a platform. "No matter what we want to do, we need to let consumers know and understand, especially in the rising stage, brand must keep pace with the times".

Looking at the various cross-border cooperation, artist projects and digital media projects launched by Gucci in recent years, the common points are to deepen and broaden the connotation of the brand and continuously produce the content.

Gucci has created a brand new and self-contained brand by way of showing good art.

From the digital creative project #TFWGucci, which invites Meme cultural artists to re create, to exhibitions around the world, such as the 2015 / beyond and this year's opening ceremony in Hongkong and Beijing, almost every art related event can cause problems and become a hot topic in social media.

According to the latest online report on luxury brand luxury brands released by PMX, a data research firm, with the increasing influence of the millennial generation and X generation on the luxury fashion industry, the Instagram with the highest visibility becomes the social media platform with the largest flow of luxury brands outside Google.

The report pointed out that last year, four social media platforms, Facebook, Twitter, Instagram and YouTube, brought 936 million traffic to the major luxury brands, 22.7% of which were from the X generation and 22.4% from the millennial generation. Handbags and shoes were the most expensive luxury items.

Claus-Dietrich Lahrs emphasizes that Bottega Veneta will interact with consumers through social media platforms to mobilize the brand's hot topics in target consumers to attract more young consumers' attention.

Up to now, Bottega Veneta currently has a total of 1 million fans on Instagram, adding 11 thousand fans in just 2 days after the latest series of releases.

In addition to continuous digital pformation, Bottega Veneta also plans to expand further to the world's major markets. Its largest flagship store will open in Manhattan, USA in February 2018, and plans to release the 2018 autumn and winter series fashion show in New York.

According to Claus-Dietrich Lahrs, the largest flagship store in Bottega Veneta covers an area of about 1393.5 square meters with a total of five floors, and the brand store on the street will be closed.

As one of the main sources of revenue for Bottega Veneta, Japan is also a key market for brands to be overlooked. Another flagship store will open in Tokyo, Japan, by the end of next year. As of the end of June, there will be 58 stores in Japan.

However, Bottega Veneta has not yet opened its online shopping service on its official website yet, and its business is currently operated by Yoox Net-a-Porter, which is under the name of the group.

Claus-Dietrich Lahrs said that the brand is preparing its own e-commerce platform, or will be the first to test the water in China next year.

According to its disclosure, the sales volume of Bottega Veneta on the three party cooperation business platform such as Net-a-Porter, Mytheresa.com and Matchesfashion.com is very significant.

"Anyway, in the future, we will take every important channel and event to attract the attention of the industry and consumers and keep the brand fresh. The target of annual sales of 2 billion euros is not far away."

Claus-Dietrich Lahrs said so.

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