Burberry Withdraws From Hongkong To Japan

Because of the problem of inconsistent location, the number of visitors to Japan is increasing year by year. Since 2011, the number of tourists to Japan has increased by more than 2 times, which makes Japanese department stores more expensive. Sale It has doubled 3 times. In some shops, the sales contributed by tourists account for 40%.

In addition to opening several new flagship stores in key cities, the company has decided to advertise in Japan's mainstream newspapers, focusing on promoting the classic value of Burberry, with pictures of factories producing trench windbreaks in Castleford, to enhance the positioning of brand luxury goods.

　　 burberry (Burberry) Hongkong's business is also at a low ebb, but its Japanese market has offset this negative effect. Burberry also plans to transform its Japanese special brand into an international brand, and it is expected to complete this transformation in September.

"At Burberry, we are committed to providing the most clear brand. image 。 This enables our customers to have an uninterrupted experience in Burberry whenever they want to shop. Christopher Bailey, chief creative officer and chief executive officer of Burberry, said.

Until the end of last month, Burberry also operated two non luxury sub lines, Burberry Blue and Burberry Black, in Japan. The design of these products is completely separated from the rest of the world and the price is lower. This is obviously contrary to the luxury positioning of the brand.

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LVMH group's 2015 first half results show that CELINE (C line) and Fendi (Fendi) are most popular with Chinese consumers. Marc Jacobs and Donna Karan continue to brand repositioning, resulting in a sharp decline in performance. Marc Jacoobs business is "substantially reduced", mainly because the wholesalers are looking forward to see how Marc Jacobs Jacobs will integrate the sub license Marc by Marc Jacobs to achieve the company's expected IPO vision. In March this year, LVMH company CEO CEO has publicly stated that the value of the company will account for 1/3 of the whole company in the next 5 to 10 years.

In fact, although Marc by Marc Jacobs has brought almost 70% of its sales to its parent company, it has also caused a lot of problems, such as the main line brand, the price gap between the main line and the subsidiary line is too large, the brand positioning is chaotic, and the block trading is difficult. Once incorporated into the main line, Marc Jacobs will redefine its brand positioning, expand product type and price range, and promote unified management.

Jean-JacquesGuiony, chief financial officer of LVMH, said: "our customers will not take it for granted that we should complete the reform of MarcJacobs immediately. Obviously, this will be a long process." He said the change in Donna Karan was less dramatic. The company plans to change the brand's existing creative style, simplify the exposure of the brand DonnaKaran series and focus on the development of DKNY, while reducing costs.

Besides, in the new quarterly earnings report of LVMH, its fashion and leather products sector has been in good form. Fendi, C e line, Givenchy and Kenzo have increased to varying degrees, of which LV has done a lot of credit. The group said its LV Monogram handbag series and new handbag series have strong demand, while the classic style is not good enough to sell. LVMH Group Chairman and CEO Bernard Arnault said: "the first half of the year's performance reflects that our brand strategy and professional management style are effective.