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Jimmy Choo和Ugg相继宣布出售 多个奢侈鞋履品牌面临窘境
作者:admin 发布于:2018-11-17 11:01

近年来,多个奢侈鞋履品牌面临窘境寻求出售,这不禁让业界产生思考,鞋履生意难做,问题到底出在哪里?
 
In recent years, a number of luxury footwear brands are facing difficulties in seeking to sell, which can not help but make the industry think, footwear business is difficult to do, what is the problem?
 
 
 
2017年照样也没有给鞋履品牌带来好消息。Jimmy Choo和Ugg相继宣布寻求出售,以豆豆鞋着称的Tod’s也业绩败北,而这3个品牌都曾是消费者热捧的鞋履品牌,也经历过远远甩开竞争对手的巅峰时期。如今鞋履品牌纷纷遭遇业绩滑坡,或许意味着整个鞋履行业转冷,品牌也开始转变策略了。
 
2017 did not bring good news to shoe brands. Jimmy Choo and Ugg announced successively that they were seeking to sell, and Tod's, which is famous for its beans shoes, also failed. These three brands were once popular footwear brands among consumers and experienced the peak period when they left their competitors far behind. Nowadays, shoe and footwear brands are experiencing a decline in performance, which may mean that the whole shoe industry has turned cold and the brand has begun to change its strategy.
 
 
 
Jimmy Choo和Ugg相继宣布出售 多个奢侈鞋履品牌面临窘境
 
Jimmy Choo and Ugg have announced the sale of several luxury shoe brands facing difficulties.
 
 
 
4月24日,英国鞋履奢侈品牌Jimmy Choo证实正在寻求出售。鉴于全球时尚零售环境持续不景气,Jimmy Choo的主要控股股东JAB早前表示,时尚业务是“非核心”业务,将放弃旗下的Jimmy Choo与Bally等业务,着重发展咖啡与三明治等消费品业务,品牌董事会已聘请美国美林银行和花旗银行负责为Jimmy Choo寻找买家。 值得注意的是,Jimmy Choo曾是第一个成功上市的鞋履品牌,也是2015年最激进的奢侈品牌之一,品牌早前表示以每年10-15家的速度扩张。
 
In April 24th, Jimmy Choo, the luxury shoe brand in Britain, confirmed that it was seeking sale. In view of the continuing recession in the global fashion retail environment, JAB, Jimmy Choo's main controlling shareholder, said earlier that fashion business was a "non-core" business and would abandon its Jimmy Choo and Bally businesses, focusing on consumer goods such as coffee and sandwiches. The Brand Board has hired Merrill Lynch and Citibank of the United States to take charge. Looking for buyers for Jimmy Choo. It is worth noting that Jimmy Choo was the first successful footwear brand to be listed, and it was also one of the most radical luxury brands in 2015. The brand had earlier indicated that it was expanding at the rate of 10-15 a year.
 
 
 
但汇丰银行分析师3月表示,Jimmy Choo业绩增长在逐渐放缓,2016年的销售实际增长率仅录得2%至3.64亿英镑,而2015年和2014年增长率分别为7%和12%。
 
But analysts at HSBC said in March that Jimmy Choo's growth was slowing down, with real sales growth of only 2% to 364 million pounds in 2016, compared with 7% in 2015 and 12% in 2014.
 
 
 
同月,鞋履品牌Ugg母公司美国Deckers集团也宣布公司正在考虑出售,而此前就有投资机构就敦促该集团尽快卖盘。公司已任命Moelis& Co. LLC为财务顾问,负责研究出售的策略并制定方案。
 
In the same month, Deckers Group, the parent company of footwear brand Ugg, announced that the company was considering selling, after investment agencies urged the group to sell as soon as possible. The company has appointed Moelis& Co. LLC as a financial consultant to study strategies for sale and make plans.
 
 
 
Deckers 2月份发布的财报显示,在截至12月31日的三个月内,Ugg销售额同比下降5.3%至7.04亿美元;Teva销售净额同比增长3.9%至1460万美元,均低于分析师预期。期内集团在分销渠道与批发渠道的销售净额均录得12.6%的下跌。
 
Deckers reported in February that Ugg sales fell by 5.3% to $704 million in the three months ending December 31, while Teva sales grew by 3.9% to $14.6 million, below analysts'expectations. During the period, the net sales volume of the group in distribution channels and wholesale channels decreased by 12.6%.
 
 
 
对于2017财年业绩,Deckers决定持谨慎观望的态度。财报数据还显示,Ugg的销售额虽然从2003年的3700万美元一路勐增至2016年的15.2亿美元,但增长速度已大幅放缓,而集团的市值从2014年底以来已经累积蒸发超过三分之一。
 
For the 2017 fiscal year, Deckers decided to take a cautious attitude. The results also show that although Ugg's sales have increased from $37 million in 2003 to $1.52 billion in 2016, the growth rate has slowed down dramatically, and the group's market value has accumulated more than a third of evaporation since the end of 2014.
 
 
 
作为Deckers的股东,Red Mountain资本3月就表示,该公司股票在过去三至五年内在所有主要指数中均表现不佳,因此强烈要求Deckers集团寻求出售。截至目前,Red Mountain资本拥有Deckers3.3%的股份,Marcato Capital则拥有6%的股份。
 
As a shareholder of Deckers, Red Mountain Capital said in March that its shares had not performed well in all major indices over the past three to five years, and urged Deckers to seek a sale. Up to now, Red Mountain capital owns Deckers3.3% shares, and Marcato Capital owns 6% of the shares.
 
 
 
有分析认为,鉴于Deckers集团的核心品牌Ugg目前缺乏创新、过度生产以及业绩低迷的现状,很难会有战略买家愿意收购,建议Deckers集团尽快对旗下品牌作出重大改革与战略调整,以恢复盈利和增长。
 
Some analysts believe that, in view of the current lack of innovation, overproduction and poor performance of Ugg, the core brand of Deckers Group, it is difficult for strategic buyers to be willing to buy it. It is suggested that Deckers Group make major reforms and strategic adjustments to its brands as soon as possible in order to restore profits and growth.
 
 
 
受累于鞋履产品增长乏力,以“豆豆鞋”闻名的奢侈品牌Tod’s的时尚改革似乎并没有获得应有的回报。在截至3月31日的三个月内,鞋履部门销售额减少5.1%至1.92亿欧元,旗下鞋履依然是其核心业务,该部门业绩的下滑是集团与投资者最不希望见到的。此外,Tod’s集团的皮革与配饰部门销售额下滑1.5%至3240万欧元;服装部门销售额则下跌1.6%至1570万欧元。
 
Thanks to the weak growth of footwear products, the fashion reform of Tod's, a luxury brand known as "Bean Shoes", does not seem to have received the reward it deserves. In the three months ending March 31, sales of the footwear sector decreased by 51% to 192 million euros, and its footwear sector remains its core business. The decline in the performance of the sector is the last thing the group and investors want. In addition, Tod's leather and accessories sales fell 1.5% to 32.4 million, while apparel sales fell 1.6% to 15.7 million.
 
 
 
集团旗下核心品牌Tod's的收入已是连续五个季度的下滑。今年第一季度,Tod's销售额更是创上市以来最大季度跌幅,下跌了6.7%至1.23亿欧元。集团表示,主要受鞋履产品表现不佳和产品交货时间影响。 或许Tod's也看到了市场的变化,鞋履业务受挫的Tod’s正在试图强化手袋业务。2016年春夏系列推出的Double T系列手袋因年轻化设计引起一定热度,为手袋业务带来活力。
 
The group's core brand Tod's's revenue has declined for the five consecutive quarter. In the first quarter of this year, Tod's sales fell by 6.7% to 123 million euros, the biggest quarterly decline since its listing. The group said it was mainly affected by poor performance and time of delivery. Perhaps Tod's has also seen market changes, and Tod's, whose footwear business has been frustrated, is trying to strengthen its handbag business. The Duble T series handbags launched in the spring and summer of 2016 have aroused a certain heat due to the younger design, bringing vitality to the handbag business.
 
 
 
另外令业界惊讶的是,据今年2月消息,有传闻意大利奢侈品牌Salvatore Ferragamo或将被出售。受全球旅游业零售低迷影响,Salvatore Ferragamo集团(BIT:SFER)2016财年销售额急剧放缓至仅增长1%14.4亿欧元,这引发国外业界人士的猜测,Ferragamo或将被出售。
 
To the industry's surprise, there were rumours in February that the Italian luxury brand Salvatore Ferragamo might be sold. Affected by the global tourism retail downturn, sales of Salvatore Ferragamo Group (BIT: SFER) slowed sharply to 1.44 billion euros in fiscal and annual sales in 2016, triggering speculation from foreign industry that Ferragamo might be sold.
 
 
 
由于鞋类产品卖不动,Salvatore Ferragamo在2016年初就开始放缓,在去年三季度低迷业绩财报消息发布后,股价暴跌逾7%。
 
Salvatore Ferragamo began to slow down in early 2016 due to the inability to sell footwear products. Share prices plunged more than 7% after the announcement of sluggish earnings in the third quarter of last year.
 
 
 
今年1月,据法国媒体消息,法国时尚集团Vivarte旗下百年鞋履品牌André或将出售,品牌目前共拥有100家门店和750名员工。拥有纯正法国血统的André鞋履品牌成立至今已有近120年历史,依靠其欧洲制造的精致工艺和亲民的价格,一直深受法国消费者喜爱。 据悉,由于近年来时尚零售市场不景气,André目前年度亏损高达1千万欧元,集团早有将其出售的想法,有员工认为,集团会通过出售全部或部分品牌来裁减员工,Viarte集团CFDT代表也于去年向《巴黎日报》表达过自己的担忧,该集团负债高达15亿欧元。
 
In January this year, according to French media, Vivarte's 100-year shoe and footwear brand Andr re may be sold. The brand currently has 100 stores and 750 employees. Andr e shoe and footwear brand with pure French origin has been established for nearly 120 years. It has been loved by French consumers because of its exquisite European manufacturing technology and the price of its people. It is reported that due to the recession of fashion retail market in recent years, Andr_is losing up to 10 million euros annually. The group has long thought of selling Andr_. Some employees believe that the group will reduce its employees by selling all or part of its brands. CFDT representatives of Viarte Group also expressed their concerns to the Paris Daily last year. Group liabilities are as high as 1 billion 500 million euros.
 

 


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