Posted by Barry Silverstein on October 30, 2013 02:47 PM
Gobal luxury brand conglomerates such as Kering, previously known as PPR, the parent company to brands such as Gucci, Yves Saint Laurent, and a slew of other high profile brands, are a double edged sword: They can gain profits from a diverse brand portfolio, yet they can see sales sink when the luxury market is sluggish in a particular region of the world.
At the moment, the region in question is Asia, and more specifically China. While China is still consuming luxury goods, it seems that "Chinese shoppers are cutting back on designer duds, leather handbags, and pricey watches" according to the Associated Press. In fact, sales of luxury goods in China are expected to limp along and grow just 2.5 percent this year—a far cry from the double digit growth of a few years ago.
Chinese publication Jing Daily confirms that, "Chinese consumer tastes continue to quickly shift toward logo-free products and niche brands. ...The rise of popularity of niche designer labels in contrast to major logo-focused brands was exhibited this fall in the openings of three major department stores in mainland China..." Also a likely contributor is China's national austerity drive, which has put a negative connotation on luxury goods and experiences of all kinds.Continue reading...
Posted by Dale Buss on October 4, 2013 07:23 PM
It isn't any easier to trademark the color purple than the color red, apparently. Several months after Louboutin's failed effort to trademark the color red broadly for shoe soles in the US, Cadbury has been knocked down by a UK court over its attempts to trademark the use of purple in its chocolate wrappers.
Cadbury lost its five-year court battle to Nestle over whether Cadbury could register a distinctive shade of purple as a trademark, a specific shade—defined as Pantone 2685C—that it has used on its Dairy Milk bars and other sweets since World War I.
"The mark ... lacks the required clarity, precision, self-containment, durability and objectivity to qualify for registration," one of the judges in the case said, according to The Guardian.Continue reading...
Posted by Sheila Shayon on March 22, 2013 04:19 PM
PPR, the multinational holding company that is home to brands including Gucci, Yves Saint Laurent, Stella McCartney, Alexander McQueen, Balenciaga, Bottega Veneta, Brioni and Sergio Rossi, is rebranding as Kering, indicative of a transformation from French conglomerate to internationally focused sportswear (encompassing its brands including Puma, Tretorn and Volcom) and luxury-goods group.
The new name, accompanied by an owl logo and tagline, "Empowering Imagination," is pronounced "caring." CEO Francois-Henri Pinault explains, "We are there to care for the brand and take care of the brand," the Wall Street Journal reports.
Pinault carries on his father’s legacy as founder with the new name, which a press release explains was inspired by family roots in France's Brittany region as "Ker" meaning home in Breton, with the action-associated "ing" implying "doing" and "going."
Manfredi Ricca, the managing director at Interbrand in Milan, commented to the International Herald Tribune that the new identity reflects an awareness that companies need “a strong angle on what they stand for,” both for consumers and for employees, to demonstrate their “overarching vision” and values.Continue reading...
Posted by Mark J. Miller on September 25, 2012 05:16 PM
The most populated country in the world has been, until recently, perceived to be a hotbed of conspicuous consumption. Luxury brands rushed in to fill the void and make a bundle. Vuitton, Prada, Burberry — you name it, you could buy it in China. And consumers were happy to show off their ability to buy.
But suddenly things have changed. The tap has been turned off and many of the luxury brands of the West that flooded China are now sitting and waiting for consumers to get back into the spending mood again. With all the consternation over Burberry's lull in its China growth, it's easy for luxury to get rattled.
Prada, however, is trying to keep its investors, employees and calm about what's going on in the Mainland. "I think we must stay calm and be less hysterical. I don't see such a dramatic market," commented Patrizio Bertelli, Prada’s CEO, according to Reuters. "We think that considering all markets at the same level is wrong. We must accept markets' diversity and adapt to different needs and traditions." In effect, Keep Calm and Brand On.Continue reading...
Posted by Barry Silverstein on September 5, 2012 05:25 PM
Fashion brands are particularly fussy when it comes to protecting an attribute that defines their very soul — or in the case of Christian Louboutin, its sole.
The designer of shoes with iconic red bottoms that sell for as high as $3995 a pair, Louboutin has been sticking its stilettos into counterfeiters who sell fake versions of pricey pairs of their shoes, as well as other fashion brands who dare to step on their trademarked sole.
Last August, Louboutin took legal action in a U.S. court against another French fashion firm, Yves Saint Laurent. The case had interesting trademark implications: Louboutin had argued that YSL was infringing on its intellectual property by introducing all-red shoes. But a New York judge rebuffed the argument, stating that "Loubotin's claim would cast a red cloud over the whole industry, cramping what other designers could do while allowing Louboutin to paint with a full palette. Louboutin would thus be able to market a total outfit in red, while other designers would not."
Louboutin appealed the decision and now, in the latest twist, it has won a trademark battle, but not the trademark war.Continue reading...
Posted by Mark J. Miller on July 24, 2012 05:14 PM
Yves Saint Laurent announced last month that it was dropping the Yves from its ready-to-wear line, and the logo looks to have shed a little weight as well.
A big departure from the brand's iconic intertwining YSL letters, the new logo (revealed on its Facebook page) is all caps in white type on a black background, signaling a return to an earlier period of the company when the logo type was much simpler and straightforward. New York magazine notes commenters on the brand's Facebook page harrumphing at the change. "Where's the iconography? This is not iconic," said one. "YSL without the Y is not YSL," wrote another.
Looks like recently appointed creative director Hedi Slimane is going to have a lot of defending to do while designing the next line of clothes and bags — or NYC T-shirt company Rocksmith may feel compelled to cover up the brand's logo yet again.
Posted by Sheila Shayon on June 21, 2012 05:05 PM
Hedi Slimane, newly installed creative director of the Yves Saint Laurent fashion empire, is reportedly spurring the iconic brand name and signature logo created in 1961 at the inception of the house to Saint Laurent Paris. “For Slimane to make the decision to change YSL to SLP before his first collection for the label has been shown is a strong statement about regime change. Clearly, Slimane intends to do things his way," commented the Guardian.
“WWD assures us that the classic YSL logo 'will not disappear,'" reports Racked. In fact, Slimane's rebranding looks to the past as well as the future: He's hoping to tap into the sense of youth and modernity that Yves himself captured with his Saint Laurent Rive Gauche ready-to-wear line in 1966.”
Update: Yves Saint Laurent provided the following statement to brandchannel clarifying the evolution of its branding:
The YSL logo, created by Cassandre in 1961, will remain intact and the name Yves Saint Laurent will continue to be used and represent the fashion house. The Ready-To-Wear line, originally called "Saint Laurent Rive Gauche" in 1966, will now be called "Saint Laurent Paris." Therefore the principal change will be the RTW’s name, "Saint Laurent Paris" and the fashion house will continue to go by the name Yves Saint Laurent. Continue reading...
Posted by Mark J. Miller on June 12, 2012 04:13 PM
Executives at Christian Louboutin are likely seeing red after losing a court battle against Zara over a pair of $70 red-soled shoes.
Louboutin took Zara to court in 2008 and won when the shoes hit the market saying that it alone had the rights to produce and sell red-soled shoes, but an appeals court in France has ruled in favor of Zara and is telling Louboutin it also has to fork over £2,500, or about $3,600, according to New York magazine.
That isn’t a lot of money in the grand scheme of things, of course, but it’s an extra little face-rub in the mud for Louboutin, which has been on the warpath against counterfeiters of its signature red-soled shoes.
The ruling also doesn’t bode well for a bigger Louboutin appeal, against Yves Saint Laurent, in a case that the brand lost last summer in New York.Continue reading...