American Niche Accessories Brand Trademark Will Leave Fashion Stage.

In October 2018, luxury brands

Announced the shutdown of the original creative director Phoebe Philo

The news of Clasp and Frame handbags is a great pity for many handbag lovers.

In early 2019, another American niche brand Trademark, which was popular for its unique bucket bags and classic printed lattice handbags, was also announced.

Stage.

According to the world clothing and shoe net, the fashion accessories brand Trademark, founded in 2013 by the sister Pookie and Louisa Burch from the United States, will officially cease operation recently. Its recently launched 2019 holiday series will become the last series of brand sales.

"Pookie and Louisa Burch are very grateful to customers who have always supported their retail partners, operation teams and loyal customers. After careful consideration, they decided to suspend their accessories brand Trademark," a spokesman for the brand said in an email statement.

Compared with other bags, Trademark has a higher starting point.

Its founder Burch sister was born in a fashionable family - their father, the founder of Burch Creative Capital, Chris Burch, and the main investor of the brand. Their ex stepmother was an American designer, Tory Burch, who recently remarried.

The Burch sisters who have been in the fashion atmosphere since childhood have good fashion sense of smell.

In 2016, they narrowed the scope of Trademark's business, cut off the original brand line, focused on the development of accessories, and began to redesign the bags with non-traditional color combinations and interesting materials. The design of brand classic shoes, handbags and jewelry promoted the fashion lovers' attention to the shoes of Pearl and mule hoofs.

However, in recent years, such as Wandler, Staud -- another brand supported by Burch Creative Capital, Danse Lente and other small luxury brands and the rapid rise of fast fashion brands, the mid end accessories market is gradually becoming saturated.

More and more retailers and designers feel the fierce competition in the handbag market below US $1000 and realize that nowadays young consumers are looking forward to getting more fashionable, stout and high quality products at a low price.

In spite of this trend, Pookie and Louisa Burch have to adjust their brand positioning and price, even though the retail price of Trademark is not very high.

In 2017, the Burch sisters reconsidered their pricing model, reducing the price of most new packages and shoes to about 30% of the original price, while the most expensive product was only $400.

At the same time, brands also rely on Net-a-porter, Bergdorf Goodman and Boon the Shop and other electronic commerce and department stores to further introduce products into the market.

To this end, the brand also closed its flagship store in New York and replaced the production plant to reduce costs.

The relocation of this strategy has achieved initial success.

As of July 2018, the company's sales grew by three times.

"It's really exciting that customers are buying Trademark products several times. This is the price we have always wanted," he said.

Louisa Burch said in an interview with fashion commercial media at the time.

But it didn't last long.

A person who knows the company says, in order to further expand its size, Trademark must now change its position again.

But this is not what Burch sisters want.

Pookie Burch has also expressed the pressure on brands.

"Now that consumers are well educated, they know what they want, which makes our work more complicated," Pookie Burch said. "You have to be careful."

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