From Marc By Marc Jacobs To MK Chess Trick

As a fashion industry, recently I often feel ashamed of my lack of professional knowledge.

Before buying a Marc by Marc Jacobs packet in Hongkong, and later bought a Michael Kors bag in London's BST shopping village, this unmindful one became out of print, and one became "chicken ribs".

In the past 2 or 30 years, with the popularity of the luxury market, the brand has gained a high growth in the short term and has grown into a global brand.

More brands are well versed in the way, and the secondary line has become the golden nugget of the brand in the "light luxury" market.

However, in recent years, due to the emergence of more cutting-edge designer brands and the impact on mainline products, the sub line is facing challenges of survival.

In 2011, Dolce &Gabbana announced the closure of its secondary line D&G because it grabbed the lead.

Others such as Burberry, Michael Kors, also closed the secondary line.

For example, Prada group chose to relocate Miu Miu to operate differently.

For Marc Jacob's parent company LVMH, CEO Bernard Arnault has long had a clear plan for Marc Jacob. The first step is to have a place in the market and then improve the market plan, which requires retail teams, investments and more product inputs.

These steps are already in progress.

In time, maybe two to three years will be completed. "

There is no doubt that Marc Jacob will enter the capital game.

The so-called: Affordable luxury at price you "ll love", with emphasis on better quality and design and affordable prices.

This represents a growing market in the current consumption pattern, that is, the intermediate market.

This trend, on the one hand, is stimulated by the globalization of these brands.

Related to growth, on the other hand, it is also related to social patterns. As mentioned in the M society, after the globalization, the middle class will disappear, and many people will be reduced to the middle and lower classes, and these people will ask for more "luxury".

In addition, the upgrading of consumption and the high cost performance of these products are also important aspects.

As a successful example of capital operation, Michael Kors suffered bankruptcy in 90s.

Until 2003, the Chinese tycoon Cao Qifeng and his partner, Lawrence Stroll, held the brand and vowed to make it into a 1 billion dollar world brand in 10 years.

After that, the brand was positioned on the light luxury route, with the high exposure and large investment of mainstream media and its success in New York stock exchange IPO in 2011.

After experiencing rapid expansion and continuous growth, the first quarter of the 14 year's earnings report has experienced two times before the earnings day, and the plunge after the crash.

In the near term, it has been underperforming, and analysts are convinced that the penetration rate is becoming saturated. It is generally concerned that its rapid expansion and excessive gains have greatly sacrificed brand value, resulting in excessive discount and becoming "cheap", which may become a fashionable retail share with bubble burst.

In fact, before and after the listing of the company, Cao Qifeng and Lawrence Stroll sold some of the shares in succession, and then reduced them in three years. Until last September, the two stake in the two holdings finally amounted to more than 900 million dollars, and it had already retired.

When I was in the Michael Kors store in Brest shopping village in London, I saw the salesmen from the warehouse constantly bringing up a bag of beautiful and complete bags from the warehouse and waiting for payment at the cash desk. I was puzzled at once: how much inventory does it take to deal with such a large amount of daily pactions, or is it a product exclusively for outlet?

Because of the design and soft cortical defects, the bag is extremely uneven and can not be restored.

So I seem more willing to believe my latter judgement.

Perhaps the success of Michael Kors is more like a capital game.

And about the recent Marc Jacob will change the rumors, yesterday is finally officially confirmed: the Marc by Marc Jacobs trademark will be terminated, the series of goods will be incorporated into the mainline Marc Jacobs.

The news pointed out that this decision is not to reduce product lines, but to unify all product tonality and ultimately to expand supply.

In fact, the action on brand product development started at least in October 2013. At that time, Jacobs just left LV and devoted herself to the brand, and then carried out IPO operation.