New Orientation Of Brand Positioning Of Escada CEO New Official

Just a week in office, it may be too early for the new Escada CEO Glenn McMahon to provide strategic details for the company, but his main focus is very clear: fashion.

Previously, the Escada autumn series was displayed at the Nymphenburg Palace porcelain factory in Munich, and McMahon told WWD, "Escada has made many progress.

The procedure is sound and the company is very strong, but now it's time to take a leadership role from a product point of view. This is my strength.

It is reported that in mid McMahon of this month, the successor of Germany left the German fashion house in November and turned to Bench BrunoS, a CEO who took up the post of McMahon.

In his 25 year career in the high-end women's clothing industry, McMahon had served as a senior management job at Tamara Mellon, St. John Knits, Dolce & Gabbana USA and Giorgio Armani USA.

He pointed out that Escada chairman Megha Mittal recently formed a new management team, "burst out a brand new energy here."

McMahon is the chief operating officer and chief financial officer of J RG Wahlers, who joined in May. Who joined in May and Stephen Croncota will become the new chief marketing officer in July.

"I am familiar with Escada brand, I know Escada customers.

This is a case study of brand positioning, "he said.

In this case, this is a "truly global luxury brand", which is personified by Escada chairman Mittal as a well trained professional woman.

She expects quality, manufacturing and fitness - all Escada is born - we must make sure that we have it.

She wants to be associated with fashion, which has been a problem in the past, "he admits.

"I look forward to bringing fashion elements back to our customers in a related way."

However, McMahon points out that the trend of fashion is changing into a lifestyle.

"The trend is meaningless.

They come and go, and our women prefer to invest in the Loro Piana double faced coat. She may wear a skirt in it, or it can also be used as a leisure model.

She wants multifunctional clothes, and she likes to go in and out.

All fast fashion retailers make it easy for customers to mix and match clothes.

It embodies her way of life. "

The biggest challenge, he added, "is how we communicate with our customers in an honorable way.

It's out of place to simply display beautiful models on the page.

They want to have a 360 degree experience. "

With her busy schedule, he said, today's Escada customers are looking for her fashion stylist, telling her what she needs and how her wardrobe should work.

Online social media.

In the store.

These are touchstones, and the McMahon and Escada groups will discuss them in the coming months.

The fashion profile is a more prominent problem.

He suggested the brand "maybe playing safety cards is wrong."

We have this beautiful commodity, but our windows do not highlight them.

In the future, we believe that our windows and markets need to be focused, "McMahon said.

"Especially for fashion, people don't want to spend money without falling in love with it."

Wednesday Daniel Wingate shows the autumn series to 150 national and international guests week.

According to the schedule, it is a movement composed of "clothes and the greatest modern dancers in twentieth Century", emphasizing gentle motion inspiration, smooth and silhouette of body consciousness.

With the ingenious modernisation and reduction of the basic elements, we can quote some of the most symbolic features of Escada. The white crepe trousers have two gold jewel buttons, luxurious sheepskin blouses with deep berry and smoky blush colors, or a bunch of berry flower tweed long coats, Yu Yucong cashmere cashmere / wool or vivid double sided velvet.

Novelty fabrics are reflected from head to toe, such as berry flowers, large flower jacquard designs to coat, or evening dress to match different color matching, bad stripes strategically appear in tuxedo or short dress sleeves worn in crepe pants.

Details have been repeatedly mentioned, such as tights and dresses, or the glittering 3 -D spider web design dangling around the sleeves.

However, throughout the past, Wingate has adopted a low-key way to create a convenient and styled style with the excessive blinding of male tailoring and injection dynamic balance.

"I like all the details, like

The wrinkles, Saks Fifth Avenue buyer Grace Chang, said, "there are a lot of Escada iconic works. They are displayed in a modern and new way."

"This is a beautiful collection,"

Matt Taylor, the Department Purchasing Manager, said he picked purple and purplish modeling underwear and tweed combinations as the main push.

In addition to the autumn series, as CMO Croncota said, Escada's "new confidence" Nymphenburg presentation also helps to highlight Escada's cooperation with porcelain manufacturers.

Nymphenburg has created 20 images of limited edition porcelain. It is the dancer who will be on the stage wearing Escada dress. The design team regards this as a basic focus promotion series, which will be released in stores in July.

As far as Escada's business prospects are concerned, Wahlers will not disclose the current sales figures, nor comment on the final industry estimates. Its turnover in the 2012-13 fiscal year is 305 million euros, or 400 million 800 thousand dollars.

"We are happy to see development in business," he commented.

"We are growing and hope for further growth."