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Kenzo Coach Exchange &Nbsp; Fast Fashion Designer &Nbsp; (Chart)

2011/8/9 9:10:00 47

Kenzo 2012 spring summer series

LVMH group began to reposition its Kenzo for a long time.

brand

Now, at last, they have made a big move: appoint two partners of Opening Ceremony in New York, Humberto Leon and Carol Lim.

Originality

They replaced Antonio Marras, who has been the chief designer of Kenzo since 2004.

Leon and Lim will unveil their 2012 spring summer series for Kenzo in October this year.

LVMH group

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Pierre-Yves Roussel, the chairman of the Department, said that Antonio Marras, the former creative director, "respected the tradition of brand", but now Kenzo needs some "more dynamic elements" to show a new era.

Standing on the group's position, he thought it would be very useful to introduce young designers.

In the 70s of last century, Kenzo came into being in Paris with its rich resources.

color

The gorgeous patterns and exotic customs are very popular.

In 1993, LVMH bought Kenzo for $80 million 500 thousand.

Today, Kenzo has more than 100 boutiques in the world, 11 of which are direct outlets, and more than 600 wholesale customers in Europe.

At present, the product line of men and women is equally divided, and children's clothing, furniture and glasses are also included.

Retail sales of Kenzo, including perfume, amounted to $1 billion.

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It is undeniable that the scale of Kenzo has narrowed considerably compared with its previous heyday.

However, while sales in the traditional market have declined, sales in the emerging markets such as Russia and China have performed well, with 12 and 15 boutiques in the two countries respectively.

Roussel declined to disclose the sales strategy of Kenzo after changing the company, but he said that Kenzo's future development plan is to increase the sales of its high-end lines in China's vibrant market.

In addition, the company also plans to re-enter the US market that has been withdrawn since 2003.

At present, the price of "new" Kenzo has not yet been finalized, but the brand has already given the guidance price: the price of a one-piece skirt will range from 200 euros to 1500 euros.

Kenzo's new creative director Humberto Leon and Carol Lim

Born in California, Hunberto Leon and Carol Lim are only 36 years old. They studied together at University of California, Berkeley.

After graduation, two people moved to New York, Leon worked in Gap and Burberry brand, Lim had financial experience, and worked as a marketing engineer for Bally.

The two set up Opening Ceremony in 2002 to become the creative leader behind the scenes.

Opening Ceremony has unique fashion taste and retail concept. It collects the most popular designers and artists in the US and overseas, and has launched a series of innovative cooperation with Levi s, Rodarte and Maison MartinMargiela.

In addition, OpeningCeremony signed a contract with stars to complete the design of the limited amount of money, and fashion icon Chlo Sevigny collaborated with several series, attracting various people to buy.

Today, Opening Ceremony has 4 stores in New York, Losangeles and Japan, and has a cabinet in Beijing and Hongkong's chain store and launched its own network store.

Both Leon and Lim say they will continue to operate Opening Ceremony as they enter Kenzo.