There will be life after COVID 19, but it’s guesswork to how much and how quickly it resumes to pre-virus levels. American designer, Tom Ford, told WWD today, “In China, for example, with our cosmetics, we’ve completely recovered. We’re back to 100 percent. And our ready-to-wear and accessories, which was down about 95 percent, it’s now back up to 50 percent.”
That is in just over a month. The Chinese saw a spike in infections on 12th February.
Tom Ford has just 4 own brand stores in China. His beauty brand, in partnership with Estée Lauder, will be available more widely. Tom Ford Beauty was projected to turn over $1 billion in global sales by 2020.
Admittedly, the person who can afford Tom Ford might be slightly more immune to a downturn than others, but it’s more the attitude and feel good factored needed to buy an expensive handbag that is interesting here. It’s a strong bounce back and one many other luxury brands will be looking and hoping for.
Tom Ford, while a big name, is relatively mid-sized in terms of luxury with very select (limited) distribution. The brand generates an estimated $500 million in yearly revenues for its men's and women's ready-to-wear and accessorises. But, he will be sat alongside, in retail terms, the best of the world’s brands and designers, so it shows the Chinese shopper is back out.
Italy, the worst-affected country in Europe, is starting to see the number of new cases of Coronavirus cases start to fall. The peak in the country was four days ago, on March 21, when 6,557 new cases of the virus were reported. Two days later the number was down to 4,789 and, although yesterday the number increased again to 5,249, that is still 20% below the peak.
A week after South Korea hit its peak, which was much lower than major European countries at just 851 cases on March 3, the number of new recorded cases had dropped by 87%.
In Germany, the peak number of new cases was on March 21 at 4,528 cases. Yesterday, 24th March, the number of new cases was down to 3,935, a drop of 17%.
While we have to take Chinese virus numbers with a pinch of salt, it might not be as bad as we think for the fashion business after all. A strong domestic consumer bounceback will be the catalyst the fashion industry needs.
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Burberry announces Riccardo Tisci as Chief Creative Officer effective 12 March 2018.
Well, the cat is out of the bag and Christopher Bailey’s replacement isn’t Phoebe or Kim, but Riccardo. Something of a Creative Director curve ball, he was speculated to go to Versace, this is an exciting signing - how Premiership?! - because he could take Burberry in any direction.
Left - A sign of things to come? Tisci's Burberry Cromwellian warts 'n' all portrait
While it was all about luxury sportswear at Givenchy, during his 12 years there, his style was more American, masculine and darker in feeling, but it all started to look a bit done when Vetements arrived with its dress-down aesthetic. I think Givenchy wanted to make the brand more feminine and focussed on women’s accessorises. While he grew the ready-to-wear he seemed to neglect the beauty and accessory side.
Burberry is more slanted towards ready-to-wear, so this could be good, but I thought they wanted to grow their accessorises business?
So, Burberry opts for an Italian. Tisci’s studied and worked in Britain before, he used to be a branch manager of Monsoon, which I love, so he’ll have some idea on Britishness and also bring a fresh perspective to it. Out go the Rottweilers and sharks, and in come Corgis, Greyhounds and Beagles maybe?!
I think ‘See Now, Buy Now’, will be shelved and his first, proper full collection will be for SS19. It’ll be interesting to see whether he takes on everything like Bailey did. If the Creative Director does the stores, windows, campaigns, beauty, everything… you get a feel, faster, of how the brand is changing and its new direction. He'll give menswear as much focus as womenswear which is good.
Burberry has a big, new store opening in Knightsbridge, so it’ll be interesting to see if Tisci has time to have any input and make changes before that opens.
Burberry is Britain’s biggest luxury brand. It’s strongest market is arguably the Chinese, at home and abroad. Keeping these consumers happy, buying and increasing will be the main future goal of any Creative Director. But, if he can please the fashion crowd, and instil much needed excitement, then it’ll keep the business growing and the shareholders happy. I think his window to make this happen will be much smaller at Burberry than at Givenchy and they’ll want to see positive change and fast. Will an Italian do it better?!
See TheChicGeek's Ode To Christopher Bailey - here