How Far Can The Second Line Of High Fashion Brand Go?

Will Marc By Marc Jacobs also shut down the secondary line and survive?

senior

There is not a very few precedents for shutting down the secondary line of the brand. Think of the D&G that had been popular for a long time.

Now, the Marc by Marc Jacobs, which is popular among young people, will also face a shutdown.

Can the brand collateral line survive?

If you have a Marc By Marc Jacobs dress in your closet, Congratulations, this single product may become out of print.

Since this year's fashion week in New York, there has been a rumor in the fashion circle: the American designer Marco Jacob Marc Jacobs, who has been in charge of Louis Vuitton, will merge individuals.

Marc Jacobs's main and secondary line brand.

This means that the secondary line brand Marc By Marc Jacobs (2014 autumn winter show has been abbreviated as "MBMJ") will face the fate of shutting down production and closing.

Designer Mark Jakob (Marc Jacobs)

After Marco Jacob left Louis Vuitton in 2013, he focused on personal brand development. The brand said that the move was not to reduce the product range, but rather "to narrow the positioning and pricing gap between the main and secondary line brands in order to unify the brand image and aesthetic standards."

The outside world also speculated that the internal adjustment of the brand was related to the long listed Marc Jacobs listing.

Brand internal adjustment must involve many factors, the first to bear the brunt of Marc By Marc Jacobs

The two member group is faced with personnel changes.

Since taking office in 2013, the performance of two British designers of Katie Hillier (Katie Hillier) and Louella Baty (Luella Bartley) has been commendable. In recent seasons, the American street spirit has played an important role in the design, which has been entertaining and rebelled by young consumers.

Marc By Marc Jacobs design director Katie Hillier and Louella Baty curtain call after the show.

Today, the two is going to stay, still in the unknown.

There are also suspense about whether the physical stores of Marc Jacobs and Marc By Marc Jacobs will be pformed or directly closed.

{page_break}

Why are there so many brands?

The rapid development of the 80 and 90s of last century, through the brand authorization to various channels (such as stores, department stores, supermarkets), launched different product lines, so that the fastest development, such as CK, CK Calvin Klein, CK Jeans, Calvin Klein Collection and other brands of Calvin Klein, in fact, the Collection is not the most high-end brand series.

Over the past twenty or thirty years, with the rise of global integration, a number of American brands have rapidly become global brands by launching two or three line brands, such as Donna Karan, Ralph Lauren, Marc Jacobs, Michael Kors......

Ralph Lauren has been most incisive.

To see the world's outlets, the best business, the longest queue must be Ralph Lauren, almost everyone wants to buy a Polo shirt.

"Michael Kors is a rising star, Michael Kors Collection, Michael Michael Kors are sold in a store, unidentified consumers will feel very cost-effective, think that a small price to buy a designer brand line.

Donna Karan is relatively conservative, only DKNY and DKNY Jeans. "

In Europe, the expert in this field is Giorgio Armani, whose brand line is only

They include Giorgio Armani, Armani Collezioni, Emporio Armani, Armani Exchange, EA7, Armani Jeans, and children's clothing, cosmetics, hotels, flowers and furniture, etc.

Among them, Armani Exchange has not been completely assigned to its account by the designer, so it is almost the same as Emporio Armani, and there is no obvious difference.

{page_break}

For a single brand to become a global brand, it must rely on the efforts of several generations, such as Hermes and Prada. The founder of the brand has long since passed away, and more brands have not been under the control of the founding family, and are under the command of several luxury group.

Most of the high fashion brands whose founders are still alive can only grow stronger by relying on the approachable sub line.

Eve Szentloran had also taken the authorization route, and even reached thousands of items at most, including cigarettes and towing.

。

Unfortunately, under the environment of the unified garment industry, Saint Laurent, who had taken the advanced customization route, failed to retain the brand control right.

Fortunately, the brand owner Kering group has sufficient capital strength to recover all kinds of empowerment and concentrate on building the main brand.

Pierre Cardin, a senior French custom designer, continues to sell trademarks to various product categories.

"I even saw Pierre Cardin's DVD.

The designer, who is nearly nine years old, is proud to own thousands of categories of authorization lines. There are 200 thousand people around the world who work on Pierre Cardin's trademark.

The new generation of designers is also launching the second line brand, but young designers seldom set up shop for second-line brand. They also want consumers to buy products in brand stores or buyer shops under the premise of understanding the situation.

High fashion

The precedent for stopping production is not unusual.

A famous example is D&G.

"Dolce & Gabbana soon shut down the second line after taking control of D&G. Two designers naturally hope that their brands will have only one main brand like Chanel and Dior, while Dolce & Gabbana's main line is good enough to sell without the support of a secondary line brand.

In 2013, the two lines of CK Calvin Klein and Calvin Klein were finally merged into Calvin Klein of gold logo, and a pair of lines was cut off. There were also Michael Kors's secondary lines, Kors, Michael and Kors, which were also closed.