What Is The Future Strategy Of Burberry? Will It Withdraw From Tmall?

According to the world clothing and shoe net, on Tuesday, after announcing the departure of Christopher Bailey in March next year,

Group PLC (BRBY.L), Bob, "golden age", "another shoe" finally fell, but Britain

The future of the group has become a new topic. Who will succeed Christopher Bailey?

Who will succeed Christopher Bailey?

About the successor of Christopher Bailey,

It is widely expected that C line line creative director Phoebe Philo, in addition to previous market rumors that Phoebe Philo is leaving soon, the British group's chief executive officer Marco Gobbetti, as C C line's previous experience of CELINE, has also increased the possibility of joining the company.

MainFirst analyst John Guy and No Agency founder Tang Tang Tang said Phoebe Philo and Marco Gobbetti will soon resume their frontiers.

Tang Xiaotang said that at present, LVMH SE (MC.PA) Lu Wei Ming Xuan group has found a successor to C Philo line, CELINE, for Phoebe Philo, which may be willing to release people, and Christopher Bailey will eventually leave.

Burberry Group PLC boblie said in a statement on Tuesday that Christopher Bailey will be released in March next year, but leaving the British group will be interpreted by the British group as a "smooth pition" before the end of next year, and more likely to win time for Phoebe Philo.

Will Phoebe Philo join Burberry?

In addition to Phoebe Philo, Alber Elbaz, Bouchra Jarrar, Ricardo Tisci, Hedi Slimane, etc. are considered potential Christopher successors.

However, Tang Xiaotang said that from the recent 20 years of industry development, the "CP effect" of the luxury industry is very important. From the combination of Tom Ford and Domenico De Sole of Gucci Gucci in 1990s, to the latest Marco Bizzarri and Alessandro Alessandro combination of Gucci Gucci, it has been proved that good combination of creative directors and directors can form a good chemical reaction. On the contrary, once the "split" is broken up, it may bring disastrous consequences.

The combination of Marco Gobbetti and Phoebe Philo helped C e line CELINE become one of the most popular luxury brands in recent years. It completely changed the image of CELINE line, CELINE and CELINE.

Angela Ahrendts and Christopher Bailey were once one of the best "CP" in the luxury industry, but helplessly Angela Ahrendts joined Apple Inc. (NASDAQ:AAPL) Apple Corp in 2014, while Christopher Christopher left a post of "two" positions after the departure of the company. In addition, its professional manager's resume was lacking. Finally, as the chief executive, the three year became the target of public criticism and became the biggest sinner of Boboli.

Will Burberry's future strategy withdraw from Tmall?

In the resignation statement of Christopher Bailey, although Marco Gobbetti expressed the habit of not working with the former for a long time, it is clear that such a statement is outspoken in the eyes of the outside world.

After Marco Gobbett became chief executive, Christopher Bailey did not report directly to her. Instead, she reported to the group chairman, John Peace, and she was also about to leave.

Since joining the British group in 2001, Christopher Bailey has received the love of the two chief executives, Rose Marie Bravo and Angela Ahrendts, and Rose Marie Bravo has even stood up after last year's long absence to speak out for the Christopher from the post office.

She believes that the Boboli group should set up a corresponding team to share responsibility for Christopher Bailey, and discuss it effectively, instead of making all the conclusions.

At present, Christopher Bailey is the most powerful brand for Boboli group. If Christopher Bailey is still in service, it is difficult for Marco Gobbett to get away from the original brand strategy.

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Science and technology, though very superficial, whether from the initial Twitter live broadcast to the latest iPhone video capture, or the latest concept of "instant show buying", is more of a marketing concept, and the technology concept of Christopher Bailey dominated the cheering of the brand in the early years. But the latest two events have made the brand controversial. One of them is to enter Tmall in the Chinese market, to differentiate the brand consumers, and the other is the brand's "show to buy" concept. This concept is also considered by many luxury peers, including stable Louis, Vuitton Louis Weedon and Gucci Gucci, as unrealistic gimmicks. Christopher Bailey is the deepest brand for Burberry.

Christopher Bailey's Marco Marco Gobbett will be the latest strategy for Burberry in the digital business.

The strategy of Marco Gobbett in charge of C line line CELINE is running counter to the concept of Christopher technology. Marco Gobbetti and Phoebe Philo conform to the traditional rules of luxury industry, while the company under the leadership of Marco is cleaning up the excessive discount department stores in the United States, not only in line with the current trend, but also in the management philosophy of luxury goods.

The "golden age" experienced by Burberry is also a process of increasing brand positioning. But in the three years that Christopher Bailey took charge, the British brand failed to further enhance its positioning, especially in Japan and the United States, and even made the brand ironic in the Japanese market as "H&M in the luxury industry". In addition, the overexposure in the Chinese market, especially the controversy over Tmall settled, made the brand more vulnerable to the decline in the Chinese luxury market.

In November 9th, Burberry Group PLC Bob Lee will release interim results. Marco Gobbett will obviously face many "questions", but it may take more time to see all the problems clearly.

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