Saint Laurent Doubled Its Profits.

Is there any immediate effect of replacing the creative director? At least for French fashion brand Saint Laurent, yes.

Since Hedi Slimane became the creative director in 2012, Saint Laurent has nearly doubled its profits in 3 years. According to the February 17th earnings report of Kering group, the parent company of Saint Laurent, in 2014, the pre tax profit of the brand was 130 million 900 thousand euros (about 929 million yuan), compared with 65 million euros in 2014 (about 460 million yuan).

Saint Laurent was once the worst performing and slowest brand in several of the biggest brands of open cloud, and the unusual performance of the brand in recent two years is the beginning of replacing the creative director.

In July 2012, Saint Laurent announced that Hedi Slimane would be the creative director. Then he made a big renovation of the fashion house from the original Yve Saint Laurent to Saint Laurent Paris.

After a large wave of media and public opinion, Saint Laurent Paris was designated as the name of the advanced custom garment product line of Saint Laurent.

Not only that, Hedi Slimane moved Saint Laurent's studio in Paris to the west coast where he lived, but then he returned to Saint Laurent's virgin show to open to a small number of private customers.

However, these actions are capricious, but the first series of Hedi Slimane has sold well, and he won the sixth year of Stefano Pilati, the former creative director, to make the brand achieve real profits.

Another creative director who revived the brand is Jeremy Scott.

In 2013, Jeremy Scott became the creative director of Moschino. Although the brand characteristics of Moschino are bold and weird, the way Jeremy Scott designs is still more plain and straightforward.

His most famous series of McDonald's and Bobbi dolls are booming rapidly. In the age of social media, there is no comparison.

The concept of combination can attract more attention.

But this trend is being forgotten and replaced by astonishing speed. If you still wear that McDonald's knitted sweater, you will probably be laughed at out of date.

even if

There is no classic design that has far-reaching implications for Moschino. Its parent company, Italy luxury group Aeffe, is still very satisfied with the designer. Sales in Moschino2014 increased by 6.9% to 163 million 400 thousand euros (1 billion 160 million yuan), and 65% of the total sales of Aeffe contributed to Moschino.

Thanks to the recovery of its brands such as Moschino, Aeffe achieved a net profit of 2 million 500 thousand euros (17 million 750 thousand yuan) in the first three quarters of 2014, a net loss of 2 million 300 thousand euros (about 16 million 330 thousand yuan) over the same period in 2013, and its profitability improved significantly.

In fact, replacing the creative director to regenerate the aging brand and achieve the new strategic planning and profit target is the founder of LVMH group.

The path to start.

In 1997, Arno hired Marc Jacobs to be the creative director of Louis Vuitton, to introduce ready-made clothes for the leather brand, redefine the market position, and finally revive the old and boring brand.

In addition, LVMH has made the two troubled brands of Celine and Pucci, through the appointment of the new creative director, to increase sales and profits.

Gucci certainly hopes that this pition will happen to himself.

In 2015, the autumn and winter fashion week began in February 25th. Gucci Alessandro Michele, the creative director of the new office for more than half a month, has also released its first series.

Saint Laurent and Kai Yun group's Gucci revenues have declined for four consecutive quarters, with a 1.1% decline in 2014.

Changing the rule of creative director can help Gucci improve its business performance. In the upcoming Gucci show, you may be able to predict the market reaction.