Chapter 1180 The Dilemma of the Brand

Elizabeth Olsen felt that Yang Cheng decided a luxury brand spokesperson with a single sentence. This kind of behavior was extremely handsome, but in Yang Cheng's view, it was not the case.

But all big-name designers who can make their way in the fashion industry are all guys with full of personality. They don't want to be restrained, which will inhibit the inspiration of design. No matter how good the relationship is, they can't make decisions for them.

The same is true of Marc Jacobs, who has always been known for his bold and radical style. Yang Cheng has never seen him compromise with anyone.

Originally, he mentioned it casually, just selling Olsen a favor, and never thought that Marc Jacobs would seriously consider it, but who would have thought that he not only considered it, but also made a decision in such a short period of time. Not so normal.

Sure enough, Yang Cheng's premonition was confirmed. In the next second, Marc Jacobs smiled at Olson, "Liz, can I call you that? I want to have a good chat with Jason."

The implication is that Olsen needs to give up some space, and the smart girl immediately reacted and said with an excuse, "It just so happens that I also want to meet some new friends."

Yang Cheng smiled apologetically, "I'll find you later."

Olsen returned a reassuring look, and left here by the corner of his skirt, but he didn't go far, and chatted with some familiar and unfamiliar people nearby.

"It seems that you have hope to go further~" Jacob joked.

Yang Cheng just smiled formulaically, "Tell me Mark, you should need my help with something."

Jacob smiled wryly, "You are still so smart, that's right, meeting you today is also God's guidance to me, I would like to ask you to save arbsp; jabs' life."

Yang Cheng's heart was shocked, "What's going on? You use such serious language."

Jacob sighed deeply, "Arnott may give up arbsp; jabs."

Yang Cheng couldn't hide his shock, "How is it possible, arbsp; jabs is one of the most important brands under lvh. I remember that the sub-line brand has achieved good sales results. A few years ago, arbsp; jabs was not planning to raise funds and go public huh? Why is it shutting down all of a sudden?"

Jacob took a sip of wine, "arbsp; jabs has been in a negative state for the past few years, and its sales performance has gone from bad to worse. At the beginning of last year, the sub-line brand arbsp; by arbsp; jabs has ceased operations.

At the end of last year, several flagship stores in New York, Los Angeles and London were also closed, and their designers were also transferred to other brands. Now arbsp; jabs is only me alone.

If, I mean, if it doesn't turn up this year, the next step is to shut down the menswear line, and in the end, the whole brand may become history, you know, this is my heart, and I want to build it A hundred-year-old brand is now available. . . "

At the end, the man who created countless legends began to choke up.

Yang Cheng sighed and patted him on the shoulder, comforting him, "Some things are beyond our control, so what do you want me to do?"

What Jacob was waiting for was Yang Cheng's words, "Currently arbsp; jabs80 shares are in the hands of lvh, and the remaining 20 are in the hands of me and my partners. If possible, I hope you can help me separate the brand from lvh come out."

Yang Cheng didn't even think about it, her first reaction was, "You know Arnott better than I do, he won't agree, he would rather destroy the brand."

Jacob shook his head, "No, in fact, I have obtained his verbal guarantee that as long as the price is right, the brand can complete the separation, but lvh must guarantee at least 30 holding shares."

"That is, I need to buy another 50?"

"40, my partner and I pooled a sum of money to buy 10." Jacob seemed to have calculated everything and was just waiting for the "destined person" to appear.

There was no change on Yang Cheng's face. He felt that Jacob's first target was not himself, because it was purely accidental that he accepted Jimmy Jones' invitation.

But now that he has spoken, he has to seriously consider this matter, not to mention the relationship between his mother and Jacob, but only on the brand value, whether it is worth buying.

Before, Yang Cheng helped Beckham invest in the fashion brand of Beckham's family. It can be said that he entered the fashion industry with one hand. Now if he wins the arbsp; jabs brand, it is also an option.

But what he is worried about is the overall environment. Even arbsp; jabs, which has the most top designers, is facing the predicament of declining performance.

In fact, from a commercial point of view, the current general dilemma in the global high-end luxury market is that there are too many brands and stores, coupled with the sharp drop in tourists from country Z, the only country that can support ultra-high consumption, and major tourism and shopping cities suffering Affected by terrorist attacks, the prices of luxury brands were forced to start to drop. At the same time, mid-to-high-end light luxury brands with a lower price range than luxury brands showed an upward trend.

Under the double pressure, it is no wonder that the performance can be good.

For the current main consumer group, the price of luxury brands is out of reach. Buying one piece in a year or a few years will not substantially help the performance of luxury brands. On the contrary, those whose positioning is slightly lower than luxury brands, Brands with distinctive design and first-class quality, but the final purchase price does not cost thousands of dollars, are the mainstream in the current market.

Retailers have responded to this trend in order to increase customer flow and promote online sales. Light luxury products take into account both creativity and commercial interests, and also have the ability to attract consumers and promote sales.

For luxury brands, it is wise to turn to the mid-to-high-end market, which can lower the price while protecting the brand image. If Yang Cheng finally agrees to acquire arbsp; jabs, he will force Jacob to do so, even if he is not willing.

Of course, Marc Jacobs has no other choice now. It is difficult to strike a balance between business and art, and a trade-off must be made, just like movies. If you want to make money, don’t try to emphasize artistry, otherwise the final result will only be a failure.

I told Jacob about my worries, but unexpectedly got his support, "Jason, I didn't expect you to have insights into fashion brand operations. It seems that you are destined to become the god of arbsp;jabs."

Yang Cheng's ugly words have not yet finished, "The most important point is that the world knows where the current main consumer market is, and I believe you know it very well, so I need you and the entire brand to let go of your prejudices and ignore the strangeness of your peers. Focus on attacking the country Z market, as long as you successfully pry open the door of Greater China, arbsp; jabs will regain its glory, and it will be just around the corner."

Marc Jacobs solemnly said, "I am not a race, race, or discriminator. Believe me, I have always had a strong curiosity and exploration of that distant country, mysterious and long-standing oriental culture, not to mention that it is a matter of the life and death of the brand. I'm not stupid enough to kill myself."

Yang Cheng breathed out, "If that's the case, I think we can talk about the shares."

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