"Cancel this year's launch?"

The mall has been mixed for a long time, and it is not strange to see that any unbelievable situation has resistance, but Kevin Arnold has rarely heard of the brand directly canceling the new clothing conference, even when the designer is the most green, the brand will put together a patchwork, and finally open the conference - no development conference, it is equivalent to giving up their sales channels of the year, unless it has entered the bankruptcy liquidation procedure, it is impossible for any brand to miss this link, just like it is impossible for a person not to drink water. "Is it a complete cancellation, no new product release at all?"

"No, of course the new products will still be sent, after all, the daily models have been produced and sent to the headquarters through logistics. David, who spoke to him through live video, didn't seem to have a good look on his face - for him, it was just a slight stiffness on the smile on his lips, but it had already made Kevin notice the detail and secretly find it funny. "It's just that the big show is not open, and we want to try a new model that separates the show model from the daily basic model. In addition, Joe had some doubts about this season's runway, and there was no time to implement these ideas, so the show was moved to March next year - of course, it will not be opened from now on. ”

This can be regarded as an explanation of returning to common sense, only issuing new clothes and not showing up, which is basically downgrading the clothing brand to the level of fast-moving consumption. Kevin breathed a sigh of relief, played with this decision, and lowered his head to look at [Yun]'s sales data for the last quarter, "Is this your joint decision?"

The corners of David's lips twitched, and it was obvious that he had reservations about this decision, but he still quickly replied, "Yes, it was a consensus decision within the brand." ”

It sounds very much like the will of the designer himself, but he still has to hold on to the investors - the CEO has no say in the discussion, and no matter how you look at it, it can't be said to have face. Kevin raised his eyebrows, letting David go, not delving into it, and asked in a tolerant tone, "So, what is your reason for reaching agreement?"

Joe decided that the original model would make the runway show too commercialized and lose the brand's artistic foothold. "We also studied last year's sales data, and in this regard, [Yun] is quite similar to the sales trend of all luxury brands - on the ready-to-wear side, it is still dominated by classic models, and the sales of new element models launched each season are not large, and if you have to associate classic models with design every year, this will be a big restriction on the design of the show models, and over time, the brand will lose its attractiveness." ”

"Of course, we don't want to be a brand that keeps repeating itself and being abandoned by the market. In fact, no matter what reason David prepared, Kevin planned to let him pass, in charge of so many brands, it is impossible to do everything personally, he can only trust his own eyes, not to mention that he also made a promise when he invested at that time, and did not interfere with the independent decision-making of the brand for a few years, although this decision is appalling, but it is also counted in daily operations, [Yun] has no obligation to inform him, discuss in advance, it is their respect, and Kevin has no intention of provoking conflicts. However, the reason is surprisingly convincing, "[See now and buy now] is a new field that no one has ever set foot in, of course we will encounter problems that no one has considered, and an open mind and courage are indeed key, cancel the press conference - you really don't have a forbidden area." ”

He made a joke in a slightly appreciative tone, showed his support, and asked for details, "So what new strategy are you going to adopt for the sales of everyday models?

In his capacity, he pays so much attention to detail because he is really curious about this new model. Fu Zhan replied, "The daily autumn model has been launched in China, and at present, buyers in Europe and the United States are still cold to us, and the international business is mainly carried out through online shopping. The customers who were buying before are still buying, and even a slight increase, which should be related to the new promotion method we have adopted - for these customers, the live broadcast conference is not very meaningful, they are unlikely to see the live broadcast, so the new promotion method has a certain improvement, but it is not very large, after all, our overseas popularity is still quite limited. ”

This is related to several questions, Kevin suddenly became interested, and his sitting posture was adjusted more properly, he first asked the most important one, "Has the sales in China been affected by the press conference?"

"No, in terms of the current sales trend, the performance has increased by more than 30% compared to the same period last year, which is also unexpected. David's tone was still gentle, he was always handsome, always decent, but—I don't know if it was an illusion, Kevin actually heard a little helplessness. This may be because of the high journalistic nature of Joe himself during this time. ”

"Oooh, yes. Kevin thought of the 'black swan incident' mentioned by his fiancée, Qiao Yun interrupted his social interaction in the United States because of this, he thought David would pick it up, but he didn't expect that everyone else flew to New York, and he didn't even see him, and flew back to China the next day. It's okay to say that he is an afterthought, but at that time, he already had a faint feeling that [Yun] must be brewing a new wave of changes, "I hope these things have been handled well." ”

"At present, the turmoil has initially subsided, and the brand's popularity has also been a blessing in disguise, further improved, this time the daily model was almost completely sold short as soon as it was launched, many of them are fans of Joe's boyfriend in support, of course, it's hard to say how long this support will last. But it is true that we never thought that without the advertising of the press conference, the sales would be so good this time. The corners of David's lips twitched again, and he admitted, "This should be a ...... A kind of luck. ”

This is a good thing that the brand sales are good, although there is no pursuit of profits and losses in previous years, but if the profit is rising, wouldn't it be better? Kevin smiled, and didn't ask what the internal game was, he hesitated in the 'new marketing methods' and 'European and American sales', or chose the bigger problem of Europe and the United States first. "That's great, but how do you plan to raise awareness in Europe and the United States? Now that magazines have generally started to decide on the topic for next March, if you want to continue to invest in advertising, you should come back as soon as possible before the soup is cold. ”

Next March is Autumn/Winter Fashion Week, and consumer interest in brands will be stronger than usual, and if you can get a cover story that month, it will be worth the extra advertising money. However, of course, if you can save millions of advertisements, or upgrade the magazine that made the report to another level, then Kevin can't see any need for [rhyme] to be reserved - in fact, compared to the overseas sales of [rhyme] a brand, he wants to see how the [see and buy] model should develop in Europe and the United States, and the strategic significance of this has reference value for the rest of the brands. How much profit it makes, at the height of the group, this is a very suitable investment.

"Hmm, this ......" mentioned this, David's expression not only 'faintly' stiffened, but visibly stiffened to the naked eye, and the words he was about to say seemed to make him feel unspeakable, which ignited Kevin's interest even more- He himself doesn't have much contact with Qiao Yun, of course, there will always be a little special interest in beautiful girls and men, but this interest will fade quickly with the passage of time, and it won't last long, and now he has a deeper impression of David because of his performance: since their classmates, David has rarely lost control, and is always calm. To make him show such an expression, Joe must be very capable in all aspects. "This is ......"

A brand is only a small part of the business map, about its overseas development, there is nothing to make Kevin really emotional, in his patient smile gaze, David finally confided in the brand's next European and American strategy - and this also made his eyes wide, rarely surprised twice in an hour.

"What?" he blurted out, "this-this-"

Like "see now, buy now", this is a feat that no brand has ever put into practice, no brand will choose to offend the magazine, this is their best way to the food and clothing parents, this private circle, for hundreds of years has been determining the direction of global fashion trends, and no one has dared to question their authority. If a moment ago, Kevin was full of tolerance and encouragement about the idea of canceling the press conference and changing his marketing strategy, thinking about the so-called 'openmind' and rejoicing in the 'no forbidden zone', now he has a completely different attitude. "But it's going to ruin [Yun]'s last chance to break into the U.S. market – this new model has completely offended the buyers, and now you're going to offend the entire magazine ——! David, don't you see it?

"I can totally understand your thoughts," David said in a sonorous voice, cutting off his astonishment, "and in fact, I told her the risks well, Kevin, and you must trust me. ”

His helplessness was slightly relieved by the collapse of the other person, and there was even a sense of schadenfreude, and Kevin, although he was also in a state of surprise, was keenly aware of his intentions: he seemed to be happy to stir up his own anger. "But — that's Joe. No one can change what she decides. ”

David spread his hands and declared his powerlessness, "I've done my part, if you want to change her decision, I can give you her current phone number." ”

All along, David has carte blanche to communicate between the brand and the group, which is of course the result that Kevin is happy to see, designers should not spend too much energy on communication with investors, David has always been a good role as a lubricant and cushion, so that the cooperation between the two sides is more pleasant, in his personal view, although GA is not a harsh investor at this stage, but David prides himself on being a protector, and he is the greatest extent for [rhyme] Reducing external pressure can be said to be like caring for a child, caring for designers to exert their artistic talents. But now, his mind seems to have shifted, and Kevin can feel that he has unwittingly become his pawn - David now seems to want Joe to feel the power of social reality, and he has been chosen to be the bad guy.

Of course, the taste of being used will not be too good, but he has once again taken a good measure, Kevin really can't let this genius's idea come true, he is Qiao Yun's introducer, Qiao Yun's behavior will also bring him a certain amount of pressure, he must stop Qiao Yun, and his current mood is indeed not high.

But don't be angry, don't shout. He reminded himself that even for David's sake, he had to communicate well, reason with her well, and let her understand the pros and cons......

He smiled coldly, but David's smile remained calm, he seemed to see through Kevin's insistence and foresee the direction of the conversation, this smile can almost be described as schadenfreude, but it is difficult to say which side is right.

"Good luck. Calling out a list of phone numbers, he said, "Of course, she's getting ready for the next season's big show, so first, you have to get in touch with her." ”

Of course he'll get in touch with her, not Coco How important Judy is, but the unforeseen reaction that this decision may cause, this is an era full of changes, a little wind and waves can trigger a big revolution, and GA is already a big winner in the existing system, they tend to be cautious, limited innovation, keep winning all the time, instead of picking the world open, blatantly declaring war on the old order, this is not a matter of compromise at all, he must be sure to dispel her dangerous thoughts, and this big show than the next season is simply irrelevant......

As soon as he was immersed in his thoughts, there was a slight noise from the other side, and David, who never lost his temper, seemed to let out an 'ah' in surprise, and then cursed again, and Kevin was already a frightened bird at this time, and a sense of foreboding immediately hit his heart. "Did something happen?"

David had obviously cut through the conversation, looking at the computer page, and it took him a moment before he switched back to answer.

"Look at your news page," his smile was now maskless, full of helplessness and bitterness. "It seems that there is no need for your conversation to take place - she already has her own answer......"

"......" Kevin opened the page and looked around, he was also speechless, he switched back to the page, and exchanged glances with David silently across the screen. "She's completely out of control, isn't she?"

This question, throwing off all the social masks, asked the core of the problem that David has been hiding in circles in today's conversation, and almost brought the sadness of the whole industry: of course, the talent of designers is good, but how can they be controlled?

Of course there are setbacks, of course there will be accidents, David sighed, reluctantly putting back on his smile.

"There is still hope. His eyes crossed Kevin's gaze and seemed to look into the universe behind him, and faintly, muttering to himself, "Just wait—there will always be hope." ”

- I have to say that at this moment, Kevin was really a little moved by his tenacity. 166 Reading Network