Reed Krakoff Failed To Make The Industry Sigh.

Not everyone can succeed in pformation, nor can everyone develop their own brand with the same name according to their expectations.

The experience of former Coach creative director Reed Krakoff proves this very well.

Though we look at it today,

The brand image has always been very cliche, but Coach, who is not the outstanding creative director, has also had a very brilliant fashion image.

During the period from 1996 to 2013, under the leadership of Coach, the brand's value increased slowly, and together with MK, Tory Burch and Kate Spade became its light luxury market in the United States.

At that time, the industry thought he would be the next.

Prodigy Tom Ford.

His former owner Coach also took a fancy to his design talent and even helped him create his own brand.

However, it is clear that Coach did not anticipate the ambition of Reed Krakoff - he wanted to be a distinctive high-end, niche American luxury brand.

It can be seen from its pricing: handbags are priced between 1200 and 3000 dollars, and perfume series are much higher than the same brand, 700 dollars a bottle.

At the same time, he also hoped that the brand will not only appear high-end handbags and accessories, but also from clothing to jewelry, all categories of design will appear.

But obviously.

He overestimated himself.

In 2010, Reed Krakoff's first personal show was very popular, but the design was disappointing. Some commentators even said that the design would be like Celine.

Expensive pricing

With no unexpected design, Coach and Reed Krakoff finally broke through. Although he has been in office for so many years, the image of the brand has improved. However, in order to support his personal name brand, the funds invested in Coach are much higher than expected.

After that, Reed Krakoff, a private partner, finally began to start again.

But Reed Krakoff, which opened the veil from last November, is even more astonished: the joint series he launched with Kohl's is priced between 15 knives and 129 knives.

This obviously formed a great contrast.

In the latest design works, there will always be unconsciously or unintentionally bringing home, which is suspected to be a product of home products.

Although the price is considered as light and extravagant, the contrast is too great.

From his recent personal social media photos, he is more likely to change to home design.