Michael Burke Reinventing LV High-End Luxury Image Can Make A Turnover?

< p > successors are related to the future and destiny of the enterprise.

A href= "//www.sjfzxm.com" > LV < /a > former president Jia Shijie spent 14 months to hand over with Constance, only to get Constance's short term in less than a month.

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< p > in the industry view, Constance's abdication is not only simple because of health reasons.

During the 14 months of the term, Constance, who sold milk, injected LV into the "fast" gene. However, this failed to bring confidence to the LVMH group and the outside world, and in a uproar, Constance walked away.

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< p > Constance's first fire after taking office is the fashion line of walking grass roots. For the first time, he invited three fashion bloggers to shoot advertisements, and LV's TV advertisements also appeared in many countries such as Anglo American law, China, Japan and Korea in November. Only 12 TV stations in China are broadcasting. The broadcasting time in Hongkong is still suitable for housewives' gold eight points, and the trend of popular products is popular.

In addition, LV joined the domestic WeChat platform in November to narrow the distance from emerging consumers in China.

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Zhou Ting, President of the Institute of wealth and quality, thinks that the fashion bloggers should be invited to shoot commercials, use social media to promote the brand image and product publicity, and LV will walk down from the luxury shrine and change to the fashion line.

In recent years, the biggest problem facing LV in emerging countries is the decline in word of mouth, which has been abandoned by the rich.

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At P, LV does not need to be "close to the people" and needs to rebuild its high-end luxury image.

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Constance, after two days in office, replaced the Ogilvy public relations with LV for five years. It was replaced by BETC, a famous French advertising company, and BETC, which dealt with public relations communications for the brand.

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< p > Constance's official statement is: "hope and BETC wisdom create more, more beautiful and more creative stories."

A senior industry insider of a multinational advertising company said that the adjustment of public relations companies may be due to the strategic adjustment of the brand, the need to change the direction of publicity and promotion, or the coordination of interests and power struggles. The new president needs to clean up his team when he takes office, and possibly because of the financial problems such as budgetary funds.

No matter what the reason, when she came to power, she changed the public relations company which played an important role in the < a href= "//www.sjfzxm.com/news/index_s.asp" > brand marketing > /a. Constance's action seemed to be sharp and would inevitably touch the internal interest chain.

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< p > as the most short-lived president in the history of LV, rich experience in global brand management is an important advantage of Constance.

Constance, 49, graduated from the business and economics major of Centre College in Barcelona. He served as executive vice president and executive committee member of the dairy products Department of the Department of dairy products.

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< p > the quality of professional managers in fast moving products industry is very high, because its product operation is process oriented, and the market promotion is much larger than the intensity, depth and breadth of luxury goods, so it can create a class of excellent professional managers.

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< p > however, the operation rule of fast moving goods and luxury goods is quite different, including channel construction, brand image, product promotion and so on, which are based on a different set of logic.

The price war and quantity war of fast food products are not suitable for luxury goods.

To successfully pform luxury goods from luxury products, we need to have an in-depth understanding of the brand's business philosophy and value orientation.

However, Constance's pformation over the past year has not been successful.

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< p > in fact, in 2012, when a href= "//www.sjfzxm.com/news/index_c.asp" > luxury goods industry < /a > relatively depressed, LV is also adjusting its market strategy. This year, several big moves are closing to high-end fields such as customization and jewelry.

In May, the flagship store of LV runs through the 4~5 building of 101 shopping center in Taipei. It is the specialized store with the largest retail area in Taiwan, and the second special store in the world to set up the "expensive handbag customized service". In July, LV expanded the first Louis Weedon home in Mainland China in Shanghai Heng Long Plaza, the main presumptive business. In the same month, LV's first jewelry store, Fang Deng square, opened in high profile.

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< p > high-end, niche, customized products are increasingly favored by high-end circles. The custom shops in Taipei and Shanghai are just to cater for this trend, and the jewelry watch market is also a promising high-end market, so LV has made a diversified development of its products.

The East is not bright, and the west is bright. We hope that this product diversification strategy will continue to bring high sales and profits, which is some adjustment of LV in the local market.

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< p > it is undeniable that the overall brand image of LV is on the decline, and there is a sign of pformation from luxury to fashion.

What LV needs now is clearly not just strategic adjustment, but strategic pformation.

With the departure of Constance, Michael Burke, a former chief executive of Bvlgari business and rich experience in luxury brand management, can lead LV to a turning battle. Let's wait and see.

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