Luxury Brand Anxiety: How To Retain Top Designers?

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< < p > < a href= > //www.sjfzxm.com/ > > Fashion > /a > amazing news, Marc Jacobs for Louis Vuitton (hereinafter referred to as LV) for 17 years will be appointed as director of design at the end of October.

Meanwhile, the new chief executive was announced by Balenciaga's former creative director and Marc Jacobs's assistant Nicolas Ghesquiere.

The successor not only has a gold resume, but also closely related to LVMH group's eldest daughter and the new LV executive vice president, Delphine Arnault.

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P, the world's largest luxury group, the best selling luxury brand in China, and complex personnel relations, is destined to be the beginning of a good story.

A week later, the sequel was launched.

In October 2nd, after the end of the curtain call at Marc Jacobs's departure from LV, the media said it would focus on promoting its own brand IPO in the future.

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< p > LVMH is the largest luxury group in the world. In 2012, its sales volume reached 28 billion 100 million euros. It has more than 50 brands in five major fields, such as liquor, fashion and a href= "//www.sjfzxm.com/" target= "_blank", leather, /a, products, perfume and cosmetics, watches and clocks, jewelry and fine retailing.

It can be said that fashion and leather products are its most important businesses. In 2012, they contributed 35% of sales (9 billion 835 million euros) and 55% of profits.

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< p > LVMH group fashion and leather business segment has many luxury brands such as LV, Fendi, Celine, Givenchy, Loewe and so on.

Marc Jacobs is also one of them, and its weight is not heavy. In recent years, Celine and relatively low profile Loewe sales in China are about 500 million euros, while Marc Jacobs is the sum of the former two.

Meanwhile, LV, Marc Jacobs's design director, contributed 7 billion 300 million euros in sales to the group last year.

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< p > no wonder Reuters columnist commented: "it is Marc Jacobs these" a href= "//www.sjfzxm.com/" target= "_blank" > designer "/a > existence, only to let LVMH worth up to 63 billion euros."

Marc Jacobs, who is known as "little horse elder brother" by everyone, has led LV through the most brilliant development for more than ten years.

At this time, "little horse elder brother" will leave office.

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The resigning of < p > Marc Jacobs has brought people more discussions on the future of LV, and has also aroused the discussion of LVMH group.

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< p > LVMH group was founded in 1987, initially only LV a fashion leather brand, after 30 years, through continuous acquisitions, become a huge luxury empire.

For luxury goods groups, multi brand layout is extremely important.

To cultivate a brand, there is more weight to fight against the enemy.

At the same time, the brand base is more frequent, and it is also more conducive to cultivating potential brands.

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< p > in the world's three largest a href= "//www.sjfzxm.com/news/index_s.asp" > luxury goods < /a > group, the second ranked Swiss group (Richemont) mainly watches and jewelry, Cartier, Van Cleef&Arpels, Piaget, Vacheron are all generals.

The third ranked PPR is mainly department stores, fashion and leather products. Gucci, Bottega Veneta, Zegna, YSL, Balenciaga, Alexander McQueen are all the strong enemies of LVMH.

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< p > 2012, the growth rate of LVMH was only 9%, and the proportion of LV single brand was too high.

In the past 20 years, LV has maintained a two digit revenue growth rate. Last year's performance did not seem satisfactory.

Now the demand for emerging markets, represented by China, has fallen sharply, and the departure of Marc Jacobs has also brought great uncertainty to the future trend of the LV brand.

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< p > at the same time, Marc Jacobs will be listed independently. For LVMH, the share of the 1/3 shares will be diluted and the control power will be weakened.

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< p > no wonder, Marc Jacobs sends news of IPO, investors will react so.

Arrange Marc Jacobs to go public, and commented that this is "a href=" http://photo.sjfzxm.com/ "LV" /a > MH group to save the top designers.

Perhaps this is LVMH's helplessness.

For LVMH, the next step is to find and cultivate the next potential brand, but it never stops, but now we need to speed up.

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