Revival of the road three times hot mcm product revolution

It seems very popular refurbishment of some weakness or have disappeared in the old brand , it is no wonder , let a once glorious old brand again in front of people's eyes , than the creation of an entirely new brand has a zero- base advantage , you need to do just let people remember the history of this old brand .
MCM will turn red three , a matter within four years , a time we all fell in love with this bag full of brand Logo , and then trace the origin of the brand in the end from what is backing , has said that the German brand, also said to be Korean brand , has become the focus of fashion fans hot it was a success, is more practical MCM sales by leaps and bounds , the rapid expansion of the global store .
MCM backpack uk in the end what is a brand ? It is how success? MCM originated in Germany in 1976 , founder Michael Cromer is a model in Germany , one in Italy when shopping because clothing humble , suffering from neglect to treat leather boutique clerk , so he founded the rise of the idea of ​​the brand , so MCM ( Michael Cromer Munich) was born. Brand inception , because innovative materials and unique design, and have lightweight, waterproof stain and other functions, to cater to the preferences of many business travelers , so his luggage in the 1980s gained no small success .
Unfortunately, in the process of expansion , there is no timely response to changes in the market , there is no fully prepared for bigger and stronger , plus some counterfeit goods and tax evasion scandal , making the brand is gradually disappearing , disappeared after changing hands several times .
2005 , with a lofty position in the luxury goods industry in Asia , Kim Sung Chu (Sung Joo Kim) Ms. bought MCM, for this brand again changed the destiny . Kim Sung Chu founded Sungjoo Group owns Korean agency Yves Saint Laurent, Gucci, Marks & Spencer and other brands , is that she will bring a lot of European brands in Asia , while the MCM is probably most proud of her first introduced .
After buying the brand MCM , Kim Sung Chu recruited German designer Michael Michalsky as creative director , and renamed Mode Creation Munich, opened the way for the revival of the brand . First, in the design , MCM continues the tradition of excellence inception of some , such as focusing on arts and crafts , exquisite materials, which are the same leather goods brand success truth . There is the Asian consumer brand logo very focused , MCM logo at its inception covered in the bag, just to meet this market demand , and its Logo design is also very nice.
In terms of sales, Kim Sung Chu itself already has a wealth of experience in the luxury goods agent , she also opened the luxury of Korean business channels, and therefore pushed to the right and then MCM sales market also appears to be a lot of calm. In terms of publicity , Kim Sung Chu is also very smart, she take advantage of Korean influence in Asia , South Korean film music works by implantation , and cooperation with South Korean star , quickly let the fans noticed this brand, and follow the trend of buying them . Korean invasion of East Asia , Southeast Asia , MCM also with this trend to those countries. Meanwhile, Kim Sung Chu intensively in these countries is rapidly opened MCM stores, so that they can be bought in a timely manner . Thus , MCM sales climbed rapidly .
In a similar way , MCM also expanded into Europe , the Middle East and the United States , just a few years time , it has shops all over the world . Then Kim Sung beads and then of course also met Michael Cromer similar expansion problems, but now more violent MCM expansion room for cushioning is also smaller. Because of the rapid hot , MCM can be extremely high degree of recognition makes imitations like flood hit the streets could be seen counterfeit money MCM , and customer choice in MCM also has significant limitations , this trend continues , necessarily have to destroy the brand.
So Kim Sung Chu began a new step change. She appointed Swiss designer Adrian J. Margelist as the new creative director of MCM. Margelist earliest work was Vivienne Westwood in London , and later in a high-end custom- designed for ladies ( including Chanel and Givenchy) fabric design company Fabric Frontline jobs. Subsequently , Margelist in Hong Kong-based Esprit clothing accessories design as global director , learned a lot in that apply to Asian markets and other markets expertise and skills. These experiences are helping him between 2008 to 2010 , served as artistic director to help the brand MCM popular global conditions . Now let him do creative director , is in full knowledge of the case history of a popular brand MCM seek appropriate way to change .
So we see MCM first to find a breakthrough in terms of design . They introduced more and more different styles, and different series , and is not limited to the performance of the brand logo. They also try to current popular cross-border cooperation . Such as cooperation with the Australian artist Craig Redman launched " Shanghai " series ; artist Craig Redman, Karl Maier cooperation , adding illustrations element in the bag , the introduction of "Eyes on the Horizon" series. Even on the shooting advertising , too few to allow us to see the past often emphasized logo, more big style . Thus , MCM completed a new round of image change , making consumers for their brand favorability can continue.
Brand management is a long process , and do not represent a moment of victory is always a victory . Another successful brand can not adapt to changes in the market will be eliminated. MCM comeback in the success of the strategy , it seems to maintain the current strategy is basically correct , these are luxuries operators need to learn. In particular, Chinese people are very happy to acquire a number of fashion brands in Europe , but I did not really be called a success.