Celine Handbags Design Team Has Moved To Loewe

by Min Leung Saller

Celine in the new release, self-confident women in the workplace consumers must have realized that they have to look for other brands, Loewe has great appeal

Celine suddenly abandoned the old fans will probably find a new place, but they are still firmly in the hands of LVMH.

According to Fashion Business News quoted sources, handbag design team worked when Phoebe Philo at Celine has been transferred to another LVMH's luxury brand Loewe, and the new creative director Hedi Slimane Celine being recalled to their own design team, obviously in contention Saint Laurent market.

From the Classic Box Luggage Tote, then Twisted Cabas, etc., Phoebe Philo is very good at making star handbags. Earlier this month, Celine confirmed by internal mail will stop selling handbags variety of Phoebe Philo period, including the most popular consumer Frame and Clasp bag and so on, and instantly caused an uproar, the original of loyal fans on social media have expressed regret, the group of fans will go to where the industry caused great concern.

After the cut-off news, Clasp and Frame Celine handbags and other luxury goods sold at the secondary market rallied 30%, respectively, were recorded in 52% and 275% significant increase in RealReal platform and Vestiaire Collective website searches. Analysts pointed out that the renewal Logo, empty social media, to change the design style, Hedi Slimane too extreme to subvert the original image of Celine, Phoebe Philo to some extent so that the era of Celine products is becoming a collection.

In contrast, the new Celine handbag is more like a serious briefcase, and Hedi Slimane at Saint Laurent during the launch of the Sac du Jour similarities of style. Fundamental differences in logic design new handbag and Celine in the past is that men and women designer designer different positions. The fashion line more clearly embodies this. Whether it is extremely narrow profile shape, or form a strong sense of evening dress, Celine women are directly contrary to loyal consumers. Therefore, after the new Celine release, these self-confidence of women in the workplace consumers must have realized that they have to look for other brands.

Has always been the main commercial interests of not letting nature Celine Bernard Arnault into lonely situation, the appointment of Hedi Slimane took over Phoebe Philo, Celine will he maybe not the tone of the brand into account, more like a spare piece of land, so Hedi Slimane leave no stone unturned to regain belonged surrounded by his hands from Saint Laurent. What's more, Hedi Slimane overthrown just now Celine past decade, rather than the entire brand.

However, LVMH does not seem worried about the loss of the original Celine consumer groups. Fashion net headlines earlier in the report pointed out, LVMH dare to fire a decade Celine moving sword, mainly in order to develop a "B plan", the campaign against old rivals frequently provocative Hermes parent company KERING.

As the 19th century started, has a long history of Spanish leather brand, Loewe is known for its handbags goods as a brand logo. In 1996, Loewe LVMH Group became one. 2013, LVMH decided this 170-year-old brand to less than 30-year-old Jonathan Anderson, gave this has always been neutral, daring designer known enough trust and authority.

Jonathan Anderson to brand into a new and interesting elements that combine with organic Loewe together, get very good market response

Like Phoebe Philo, Jonathan Anderson Loewe is also seen as the "explosion models" handbag maker, reshaping the image of his brand on the basis of the traditional skills Loewe, and launched as a small elephant bag, Puzzle, Barcelona and other "hot style "handbags, vigorously sought after by Chinese consumers.

In addition to handbags, Jonathan Anderson after adding Loewe in style also made a series of adjustments. First joint French graphic designer duo M / M Paris to replace the brand logo, the clothing will be younger and neutral among other elements into the original brand elegant, form a distinctive brand image, to further clarify the brand positioning.

All along, Loewe performance in Asian and European markets are stable in recent years, the United States and a number of brand new market has also become a strategic market, despite never announced its luxury brand LVMH's performance alone, but industry estimates, Loewe in in just two years after the completion of change from the inside out, sales soared 4 times sales last year, or up to 350 million euros. At present it has 150 points of sale in around 30 countries and regions.

The idea that, LVMH will Celine handbags original design team to the similarity of the two brands is the style of Loewe fancy. Jonathan Anderson at Loewe's product design has always stressed that the concept of gender blurring, he hoped the girl's clothes closet can also be worn boy, the boy's clothes on the girl who can, which is Phoebe Philo Celine's business philosophy and do not seek co. In other words, Phoebe Philo at Celine during the accumulated Loewe fans could also be potential customers. It is noteworthy that in April this year, the former CEO of Dior, LVMH fashion leather Sidney Toledano, head of brand has joined the board of directors and served as chairman of the board.

In addition to outside Loewe, LVMH's Loro Piana, Clare Waight Keller in charge of Givenchy, and Jonathan Anderson JW Anderson will be the personal brand of female consumers some degree of entrapment.

According to LVMH posted third-quarter earnings report, the Group's revenue during the period continued to record double-digit growth, rose 10 percent to 11.38 billion euros, an organic growth rate of 10% in the first three quarters of total revenue of 33.1 billion euros, Fashion leather goods sector extended gains driven by core brand Louis Vuitton, an increase of 14%, the Group contributed 4.458 billion euros, has eight consecutive quarters of double-digit growth. The first half, the sector recorded a 25% sales increase to 8.594 billion euros.

Bernard Arnault has said, Phoebe Philo at Celine past decade successfully led out of the woods, Celine will open a new chapter. Now, LVMH will be the rapid rise against the Matrix brand of Gucci, Loewe can hold the "old Celine" fans do, this is the test of a great designer Jonathan Anderson after 80.