Victoria Beckham Stop Cowboy Series Structure

Like other brands that are being reorganized and optimized, Vitoria Beckham will stop developing its brand.

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But it will not disappear completely, because it will start in the 2016 spring and summer season series into a fashionable clothing brand Victoria, Victoria Beckham (VVB) of the company.

The company said in a statement, "this will create a brand new version for this fast-growing brand".

I just attended Singapore.

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He said, "I really like this cheerful and open side, which has been specially designed since the launch of our main brand."

The former pop singer said, "now is the time to lead the VVB girl to try other experiences, apart from parties and cocktail parties, and take them to work and daily life.

The key elements of the cowboy series are similar to those of Victoria and Victoria Beckham series, so we think it is most reasonable to combine them into a single brand. "

The turnover of Vitoria Beckham brand is about 40 million euros.

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Recently, NPDGroup, a data monitoring company in the retail industry, released a heartbreaking fact that Adidas has become the third place in the American sports shoes market. The first is occupied by Nike and its sub brand, Jordan. The total market share of the two brands has reached 62%, and no other brand has a market share of over 5%.

In the brand melee with a difference of less than 1%, it is certainly not Adidas, nor the famous American running shoes brand New Balance or Asics, but rather a brand name Skechers, which has no special characteristics.

Compared to the Under Armour with high profile and black technology, Skechers was recently understood by the market, not because of what new products they launched, but because the company's share price rose to 50% after the end of April.

Big analysts praised the brand in their reports, saying it is expected to become "the world's most popular footwear brand after Nike".

According to the earnings data, what they said may be a bit reasonable: in 2014, Skechers's sales volume reached 2 billion 400 million US dollars, an increase of 28.7% over the same period last year. In the first quarter of 2015, the sales volume of the brand reached 768 million US dollars, up 40.5% compared to the same period last year.

What kind of consumers will like Skechers shoes? In a previous report, we have analyzed the target consumers of this brand, which should be those who feel that they are not comfortable with regular shoes and are usually willing to walk in sports shoes.

The former is quite easy to understand - Sport and leisure wind has been popular all over the world for a while. Nike takes advantage of this trend and wants to pform into a lifestyle company.

But is it necessary to buy a pair of specialized walking shoes?

The answer is: if these shoes are comfortable and cheap, many people will buy it.

Consumers' evaluation of Skechers's products is "comfortable" and the price can be much lower than Nike's.

In 2014, 29% of Skecher's global sales came from walking and leisure sports shoes. In an interview, Matt Powell, an analyst at NPDGroup, said they thought the walking shoes market, which had been silent for several years, was indeed expected to be reactivated by Skechers.