According to the world clothing and footwear network, the British luxury brand Burberry recently cooperated with the popular Russian designer Gosha Rubchinskiy. In the joint series jointly released by the two parties, the models are covered with Burberry classic plaid patterns. People look at each other.
You know, in recent years, Burberry has been trying to downplay the classic products of brands such as plaid shirts and baseball caps. These iconic products were popular in the 1990s, but in the first decade of the 21st century, the plaid pattern gradually became synonymous with the so-called "chav" dress on the street (chav is a derogatory term, referring to the low level of culture, pursuing the prevailing trend at that time. The young people), counterfeit goods have also been overwhelming, Burberry's luxury brand image has suffered heavy losses.
Above: A collaboration between Burberry and Gosha Rubchinskiy
In 2017, the fashion circle of the 80s retro style and big logo come back, such as Gucci's bold use of its double G pattern, Louis Vuitton and the tide brand Supreme cooperation. In contrast, Burberry is still hiding from his traditional plaid pattern.
The latest release of the article said: Burberry creative director Christopher Bailey and the new CEO Marco Gobbetti need to get rid of the "chav" shadow, re-use the classic lattice to attract a new generation of consumers. These young people who are keen on technology are the targets of luxury brands, and the years they were born are some years away from the era of chav. Today, the red, black, white and tan fabrics that symbolize the Burberry brand look great on social media and appeal to global consumers, including Chinese.
There are some signs that Burberry has plans to return to the "lattice era": Christopher Bailey praised Gosha Rubchinskiy's design and sat in the first row of the big show.
Burberry needs to make some bold creative choices based on this. The company has sufficient cash flow and has achieved results in terms of cost reduction, but it has always lacked bright spots. This is evident from the first-half earnings report released by the group not long ago. According to the constant exchange rate, annual sales fell 2% year-on-year to 2.77 billion pounds.
BNP Paribas luxury goods analyst Luca Solca said that today's consumers need a reason to buy clothes and buy bags, when is it, don't be shy!
If Burberry doesn't want to undermine the current aesthetic system, he can always use the collaboration with Gosha Rubchinskiy as a springboard to test more experimental works. “Chav light†is less risky and can create exciting results. Alternatively, the brand can further collaborate with third-party designers or artists. Louis Vuitton is a good example. The French luxury giant recently collaborated with Jeff Koons on the famous artwork to collaborate on a bold bag collection. Analysts at Bernstein Research have said that Burberry must make a decision to become a high-end luxury brand or a luxury brand. A small co-branded collaboration series helps to find the right answer.
On July 5 this year, when Marco Gobbetti took the position of CEO of Burberry Group, Christopher Bailey could focus on his creative work and must take responsibility for the bad sales. If this is the case, the Burberry board may need to make a tough decision: hire a new creative director.
Wholesale channel adjustments have a lot of risks and may even be counterproductive. Some media have pointed out that if you invite Celine creative director Phoebe Philo to join Burberry, it will hope to ease the crisis. Phoebe Philo has previously worked with Marco Gobbetti. Phoebe Philo's simple product line is not from the gleaming 90s, and letting her join the board may be one of the ways to revitalize Burberry.
The Burberry Group's equity is very fragmented and is one of the few independent luxury companies that are not controlled by the family. In March of this year, LVMH independent director, 91-year-old Belgian richest man Albert Frere acquired a 3% stake in Burberry through its investment group Groupe Bruxelles Lambert SA (GBL), GBL is the energy company Total SA, beverage manufacturer Pernod Ricard SA Shareholders, and shareholders of the German sports goods giant Adidas.
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