Can Clare Waight Keller Create Another Miracle In Givenchy?

According to the world clothing and shoe net, last season left luxury brands.

The Clare Waight Keller was released in Paris today.

The first series after the group's luxury brand Givenchy.

What is surprising is that unlike the Bohemia feminist style that Chlo did in the past, the latest series respects Givenchy's past hard tradition more without overly explicit subversion.

The dim lights show a sharp contrast to the clean and crisp form of Chlo.

The latest series also uses black as the keynote to embellish some bright colors such as red and sapphire, while large area printing.

Whether it is

And men's clothing, the latest season of Givenchy seems to continue the Riccardo Tisci's neutral and cold style during her tenure, but only weakened the religious mysticism of the past.

There are fashion critics who believe that the quality of this series is excellent from the aspects of material and tailoring.

But if this series comes from the hand of Clare Waight Keller, who has created a clear Chlo e girl image, many people will be surprised, because the feminist style of Chlo has been deeply rooted in the hearts of the people. Earlier, people had predicted that the new creative director Clare Waight Keller would bring more feminine design to Givenchy.

But from today's signs, Clare Waight Keller seems to want to play a conservative role in its design.

Compared with the disruptive change of Maria Grazia Chiuri to Dior, or the latest tuning of Natacha Ramsay-Levi for Chlo, Clare Waight Keller appears to be more cautious, perhaps at the exploratory stage.

In this regard, it is attributed to Givenchy's relatively good sales situation.

Unlike other brands that change for the sake of pformation, Givenchy, which has been widely loved by young people, does not need to change direction, so the continuation style is also very reasonable.

This does not mean that Clare Waight Keller is more relaxed, Givenchy has greater ambitions.

Now, we are concerned about whether she can bring the brand into the 1 billion dollar club as the first female creative director in the history of Givenchy. (which luxury brands have the potential to enter the $1 billion club?

The Clare Waight Keller, which joined Chlo E in May 2011, pushed the brand to a higher level.

Due to the unprecedented success of Clare Waight Keller in handbag Market in China during its power to Chlo, Chlo became one of the most popular luxury brands in China.

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In May 2nd of this year, Clare Waight Keller officially entered Givenchy.

Givenchy CEO Philippe Fortunato said earlier that Clare Waight Keller could inject some soft elements into the dark style of the brand, calling her mission to raise the Givenchy that had been established for 65 years to a higher level.

Now, Givenchy is ushering in a brand new pformation, which is more reflected in other aspects of design.

This month, Givenchy's new official website has been launched online on 25.

It is reported that the brand new platform will offer an exclusive capsule series on the official website, except for the sale of the whole line of products. The first capsule series will include sweaters, T-Shirts, trade, handbags and a mini Pandora handbag, mainly white. In November, the brand will also introduce a series of Mini adult and children's wear.

The picture shows Clare Waight Keller, the first female creative director in Givenchy history.

The picture shows the upcoming official website of Givenchy.

From the visual angle, the resolution of the renovated official web page is further improved, and products will be displayed to consumers from eight angles.

In terms of page classification, in addition to the English introduction to designers, Clare Waight Keller will also play the first series of commercials.

The advertising film is made by photographer Steven Meisel palm mirror, presenting the latest series of Clare Waight Keller with Givenchy filters.

The website also has a lottery page. Consumers can click on the invitation to extract Clare Waight Keller Paris's first show, which has 3 places.

The power of Clare Waight Keller is even greater.

Givenchy CEO Philippe Fortunato revealed that the innovation of Givenchy official website is the first work of Clare Waight Keller in Givenchy. She and the New York R/GA Office jointly designed a very modern new layout for the website. "The whole layout is dominated by simple black and white, and through the new official website of Givenchy, consumers can feel the brand spirit of Clare Clare and modern aesthetics."

He hopes that the addition of Clare Waight Keller will bring bolder changes to the brand.

Obviously, this innovation aims at the electricity supplier, and the brand hopes to stimulate more online revenue growth.

According to the introduction, Givenchy's official website will also provide consumers with global product tracking function. Consumers can search any store in the global store on the official website, and can make an appointment to try out the clothes in the store.

However, the new Givenchy business platform is now open to the French domestic market and will provide the "white glove" service on the day of delivery. The special courier wearing white gloves will personally hand over the products to consumers.

Philippe Fortunato points out that the "white glove" door-to-door service is a way for Givenchy to redefine luxury in the digital field. He said that the characteristics of luxury brands are not inconsistent with the channel of e-commerce, and what is needed is better quality services in the field of e-commerce.

Philippe Fortunato said, first of all, the reason why the French market is open is not only because the region is one of the five major brands of the brand, but more importantly, it wants to get market feedback from local consumers and tourists first, and then open to the world after making adequate preparations. It is understood that more than half of the retail sales of tourists from Philippe are contributed by Chinese tourists every year.

The Givenchy business platform will be launched in the European market early next year, focusing on 6 countries in Italy, the United Kingdom, Germany, Spain, Holland and Switzerland. The business platform in North America and Asia will be opened in 2018 and early 2019, respectively.

However, he did not disclose when the e-commerce platform in China will be officially launched.

But in view of the importance of the Chinese market, Givenchy launched its first handbag service in WeChat in February this year. It is reported that the brand launched the 80 Valentine's day limited edition Horizon handbag, which was sold out in 12 minutes.

Some analysts say that the strength of Clare Waight Keller is handbags. Philippe Fortunato expects handbags and other leather products to be the best-selling products of Givenchy's e-commerce platform, but at the same time expect sales of shoes such as shoes and garments to increase.

In fact, before opening the electronic business platform, Givenchy has sold its products to consumers through the three party e-commerce platform such as Net-a-Porter.

Although the brand did not disclose the specific data of its sales channels in the wholesale channel, Philippe Fortunato revealed that last year, Givenchy sales accounted for about 23% of the total sales. It was a luxury brand with the highest proportion of electricity supplier sales in the parent company LVMH group.

Philippe Fortunato said that Givenchy began to prepare its own e-commerce platform two years ago, including logistics, inventory and sales services, hoping to achieve the best in all aspects.

He believes that the new business service launched by Givenchy official website is not just a platform, but the core of the future development of the whole brand. The ultimate goal is to get through the brand online and offline channels to achieve full channel retail.

Philippe Fortunato stressed that compared with other competitors who also launched e-commerce services, the advantage of Givenchy lies in its powerful social media influence. According to statistics, Givenchy has more than 13 million fans in social media such as Instagram and Facebook, most of them are young consumers under 35 years old, and has high expectations for the brand new official website that will soon be launched.

Up to now, Givenchy has 83 Direct stores in the world, of which 52 are independent stores, 22 are shop outlets and 9 discount stores. A new flagship store will be opened in London in the second half of next year.

Philippe Fortunato said that by the end of 2018, Givenchy's e-commerce platform will become one of the fastest growing sectors and will become the largest "store" in the world.

It is noteworthy that Givenchy C, a luxury brand with LVMH belonging to LVMH, is also planning to enter the electricity supplier. Earlier, it will hire S executive verine S, Merle vice president of the Italy menswear brand Berluti, to replace Marco Gobbetti to become a new C of C Marco.

At present, C e line still has great market potential in shoes and high-end jewellery.

According to the data, the income scale of C line has exceeded four times that of 2008, and its sales volume has been 800 million euros in 2016.

At present, Celine has not yet sold any products on the Internet. The analysis indicates that Givenchy can make up its mind to take this step. The main strength is not only from the support of LVMH group, but also the realization of the new battlefield of the luxury brand in the future.

It is reported that during Givenchy Riccardo Tisci's power, the brand size has increased by more than six times, and its annual sales volume has reached US $600 million.

Whether Clare Waight Keller can replicate the miracle of "next Chlo e" in Givenchy still provides enough imagination for the industry.

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