The Pformation Of The Three Big Extravagant Giants Has Its Own Advantages.

Because of the similarity of brand positioning, there are many similarities in the pformation strategies of the three brands, but in order to avoid excessive competition and find a more suitable way, they quietly change in different directions.

Kate Spade announced earlier this year that it had to turn off its low price product line brand.

And Jack Spade, after closing, will focus on the main line and move to a comprehensive lifestyle brand.

Last year, Kate Spade launched a series of holiday home gifts with high-end home furnishings Lenox Lenox. This attempt to increase brand sales by 20% over the same period last year.

This year, the two sides have launched a new series of kitchen accessories, all products are named "All in Good Taste".

In addition, Kate Spade will also cooperate with the remaining four home furnishing companies in an authorized way: wallpaper is authorized to Kravet with cloth art, furniture is authorized to EJ Victor, carpet is authorized to Jaipur, bathroom and bedding are authorized to DWI Holdings.

And regress

Unlike Coach and Kate Spade, Michael Kors is still optimistic about the extremely weak Chinese market and even fearlessly expanding the market.

Following the JetSet show in Shanghai Hongqiao Airport last May, recently, the flagship store of Beijing Huamao center, unveiled by Michael Kors, the largest boutique in Asia, also held the "Young China Interactive Video Exhibition" with Vogue dress and beauty.

before

John Idol, the company's chief executive, has said that they will soon stop the expansion of women's clothing stores in North America and other saturated markets, and shift the focus of their expansion to overseas markets such as Japan and China.

For a long time, compared with the Michael Kors and the bright and lovely Kate Spade, the obscure Coach is trying to convey a clearer and younger face through richer product lines.

The target consumers of light luxury are emerging consumers and young consumers, while Coach is a "mother standard" in the eyes of some consumers.

For example, the brand 2016 spring summer clothing series is equipped with all kinds of short and short skirts of small broken flowers, with Stuart Vevers's favorite leather, wool and other fabrics.

Though well trained, it can also see the romantic feelings.

In addition, in the latest Christmas advertisements, the brand also tries to cater for young consumers with the easy point of beating Santa Claus.