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Luxury Brand Kenzo Boss Exchange &Nbsp; Fast Fashion Designer

2011/8/8 10:23:00 36

Luxury Brand Kenzo Coach Exchange Fast Fashion

Kenzo 2012 spring and summer series

LVMH group has been planning to relocate its Kenzo brand very early. Now they finally have the big move: appoint two partners Humberto Leon and Carol Lim of New York famous tide shop Opening Ceremony as creative director. They succeed Antonio Marras, who has been the chief Kenzo designer since 2004. Leon and Lim will unveil their 2012 spring summer series for Kenzo in October this year.

Pierre-Yves Roussel, chairman of the fashion department of LVMH group, said the former creative director Antonio Marras "respects the tradition of brand", but now Kenzo needs some "more dynamic elements" to show a new era. Standing on the group's position, he thought introducing young people. Designer It is very useful.

In the 70s of last century, Kenzo was popular in Paris with its rich colors, gorgeous designs and exotic customs. In 1993, LVMH bought Kenzo for $80 million 500 thousand. Today, Kenzo has more than 100 boutiques in the world, 11 of which are direct outlets, and more than 600 wholesale customers in Europe. At present, the product line of men and women is equally divided. Children's wear Furniture, glasses and so on. Retail sales of Kenzo, including perfume, amounted to $1 billion.

It is undeniable that the scale of Kenzo has narrowed considerably compared with its previous heyday. However, while sales in the traditional market have declined, sales in the emerging markets such as Russia and China have performed well, with 12 and 15 boutiques in the two countries respectively.

Roussel declined to disclose the sales strategy of Kenzo after changing the company, but he said that Kenzo's future development plan is to increase the sales of its high-end lines in China's vibrant market. In addition, the company also plans to re-enter the US market that has been withdrawn since 2003. At present, the price of "new" Kenzo has not yet been finalized, but the brand has already given the guidance price: the price of a one-piece skirt will range from 200 euros to 1500 euros.

Kenzo's new creative director Humberto Leon and Carol Lim

Born in California, Hunberto Leon and Carol Lim are only 36 years old. They studied together at University of California, Berkeley. After graduation, two people moved to New York, Leon worked in Gap and Burberry brand, Lim had financial experience, and worked as a marketing engineer for Bally. The two set up Opening Ceremony in 2002 to become the creative leader behind the scenes.

Opening Ceremony has unique fashion taste and retail concept. It collects the most popular designers and artists in the US and overseas, and has launched a series of innovative cooperation with Levi s, Rodarte and Maison MartinMargiela. In addition, OpeningCeremony signed a contract with stars to complete the design of the limited amount of money, and fashion icon Chlo Sevigny collaborated with several series, attracting various people to buy. Today, Opening Ceremony has 4 stores in New York, Losangeles and Japan, and there are counters in Beijing and Hongkong's lac Crawford department store, and launched its own online store. Both Leon and Lim say they will continue to operate Opening Ceremony as they enter Kenzo.

In the process of finding new talent for Kenzo, Roussel has met many designers, including many experienced professionals and young designers. In the end, Leon and Lim's "fashion panorama cognition" touched him. Roussel said: "what we need now is something more vigorous, which can attract new generation of fans. Leon and Lim are undoubtedly the most suitable candidates."

Although Leon and Lim were not yet born when KENZO founded Kenzo, two people said that the influence of Kenzo was beyond the age limit. In the future, two people will often travel to Paris and New York. Without professional design background, they will set up a team of experienced designers to realize their creative ideas. In addition, they will also make a series of new adjustments to the environmental layout of Kenzo shops. Of course, LVMH group will also refer to the successful experience of Marc Jacobs to some extent. "After all, compared with other French fashion brands, Kenzo and Marc Jacobs have a higher comparability." Roussel said.

As for the outgoing Antonio Marras, Mr. KENZO himself expressed his heartfelt thanks and best wishes to him. In its 8 years, Marras has managed to make Kenzo sound and colorful, especially in the markets like China and Russia, which has won gratifying growth momentum, and even diverted a number of Dior's core customers. Marras presented his farewell Series in Kenzo on June Paris men's wear week.

Marras has not officially announced its next destination, but there are four rumors that he is "very promising to be the new designer of Christian Dior". Temporarily replacing John Galliano's Bill Gaytten in Paris's advanced customization week has attracted a lot of abuse. At this juncture, LVMH is very inclined to finalize the successor as soon as possible. Will Marras really enter Dior? Let's wait and see.