Italian Luxury TOD & 39; S Official Announced Xiao Zhan As The Brand Spokesman

Today, Tod's official of Italian luxury goods announced Xiao Zhan as the brand spokesman. As soon as the news comes out, a stone stirs up a thousand waves

one Sales continued to decline, Tod's fell into decline

On May 12, Tod's group released the first quarter financial report of 2021, which showed that the sales volume in the first quarter of 2021 was 178 million euro, up 19% year-on-year; In the first quarter, the sales volume of e-commerce reached 117 million euro, with a year-on-year increase of 26.8%.

Compared with the same period in 2020, although the sales in the first quarter of 2021 exceeded expectations, compared with the same period in 2019, which was not affected by the epidemic, the sales volume still fell, with 178 million euro far less than 216 million euro in 2019.

It is worth noting that TOD's also stressed that China has become a broad market for brands. Because in the first quarter of 2021, Tod's sales in China reached 62.8 million euros, up 142% year-on-year.

Due to the epidemic situation, the sales of TOD's in the global market have declined to varying degrees except in China. Sales in Europe fell 13.1% and sales in the Americas fell 3.4%.

Tod's sales have been declining for five years in a row. In addition, due to the impact of the epidemic, it will be severely damaged in 2020, which directly causes the shortage of TOD's funds, and the group inevitably falls into a decadent situation.

two Tod's way to help itself ?? LVMH group shares ?

LVMH group has been following the trend, acquiring 6.8% of shares from Diego Della Valle, founder and chairman of TOD's brand, and continued to increase its holdings. LVMH has now held 10% of TOD's shares.

The first luxury goods giant LVMH group's joining, let TOD's stock price soar for a while. Everyone seems to think that this decadent old brand is finally coming back to life.

Diego Della Valle, chairman of TOD's board, said: after the outbreak, if there are large groups with strong expertise, sufficient strength and respect for Italians, it is not a big problem.

This speech was interpreted as TOD's hope to be acquired by LVMH group, but LVMH group said that there was no plan to acquire TOD's group.

Incubating young design talents

Tod's, famous for the design of Doudou shoes, has always insisted on elegance and practicality. In recent years, with the great reform of luxury consumption market and the aging fashion houses, Tod's is no exception, and began the road of younger design.

In July 2019, Tod's and the Central Saint Martin School of art and design have reached a cooperation to launch a new digital project, Tod's legacy.

A total of 35 young designers from around the world were selected for the project, who spent months reinterpreting TOD's classic products with their own designs. For example, D bag bag bag with new cut and new pattern, gommino bean shoes, t timeless bag, and pinatex leather, a sustainable material.

With the help of St. Martin, Tod's is obviously looking for and cultivating outstanding young designers. For the younger development of the brand, incubate excellent designer foundation.

Tod's 2021 autumn and winter series, released in March this year, has added many bright color elements, integrating vigor and dynamism, actively shaking off the impression of maturity in the past, and showing people in a vigorous and intellectual style, and the intention to please young consumers is very obvious.

Invite Yubo to join the board of directors

In April this year, Tod's announced the appointment of Chiara ferragni (hereinafter referred to as Yubo) as a member of the group's board of directors. After the news, Tod's share price rose again.

Chiara ferragni, 33, has 23 million fans on INS. She is one of the top 10 Fashion bloggers in the world. Her ability to carry goods can not be underestimated. An INS advertisement can reach up to 15600 euros.

In 2009, she founded the fashion blog theblondesalad.com, which was loved and welcomed by fans all over the world, and became the first batch of successful fashion bloggers in the Internet era. In 2013, she launched her own personal fashion brand Chiara ferragni collection, which is famous for its iconic big eye pattern.

As early as 2017, Tod's cooperated with Yubo on the co branded limited capsule series of Chiara love tods, which caused a sudden increase in the topic and caused a stir in ins and Weibo.

This time, Tod's invited Chiara ferragni to become a member of the board of directors. Naturally, it wants to make the brand younger, reshape the brand image with the influence of Yubo, and attract young consumers.

Invite traffic stars to speak

Tod's has always attached importance to the Chinese market, so TOD's attitude towards the selection of brand spokesmen in China has always been conservative and cautious.

Before that, Tod's has cooperated with four stars in China, all of whom have good reputation and are consistent with the brand image. The first brand spokesperson Liu Shishi, followed by brand ambassadors Tong Dawei and Jiang Shuying, and later appointed Liu Haoran as the shoe series ambassador.

Today, Xiao Zhan, the spokesman of TOD's brand, is the fifth Chinese star.

As of 5:00 p.m. today, Xiao Zhan, the spokesperson of tods brand, has read more than 400 million topics on microblogs and over 1.9 million discussion posts. Moreover, the topic of Xiao Zhan's endorsement of tods has also been hot searched in many countries and ranked 23rd in the world trend on twitter. According to feedback from industry insiders, Tod's has been snapped up online and offline today.

In this wave of official propaganda, Tod's ushered in a brief highlight moment. Through the cooperation with Xiao Zhan, we can see that TOD's wants to develop the quantitative sales model in China, so as to open up the Chinese market. It remains to be seen how much boost Xiao Zhan's traffic will boost TOD's subsequent development in the Chinese market.

After all, from the case of many brands in the past, cooperation with traffic stars has become a double-edged sword. After the brief topic and sales peak, most of the brands are damaged by the lack of follow-up power and the sharp fall in the image of consumers.