The Pformation Of Tod 'S Group Still Needs More Efforts.

Italy luxury group Tod's recently announced its 2014 financial year results. The overall revenue of the group declined by 0.2%. Only Roger Vivier sales of women's shoes were up, and its sales rose to 11%, while other brands including Tod's, Hogan and Fay all showed a downward trend.

Among them, the Tod's brand revenue has dropped by 11% in the first 10 weeks of 2015.

"Doudou shoes" is a landmark product of Tod's, and together with other styles of flat shoes and ballet shoes, it has contributed 75% overall sales to Tod's group.

However, in the 2013 fiscal year, Tod's brand revenue increased by only 1.5%. Compared with other luxury brands, Tod's products are too single to provide customers with continuous consumption stimulation.

"It lacks innovation and differentiation, and customers need new experiences."

Armand Hadida, the founder of the L 'Eclaireur chain store, the first Tod's brand to sell in Paris, expressed its concern to Reuters.

This has become a major reason why Tod's is actively seeking brand pformation.

Tod's first invited Alessandra Facchinetti, former creative director of Gucci in February 2013, to be the designer of women's clothing and accessories.

In June of the same year, Andrea Incontri, a male designer in Italy, was appointed the creative director of the brand to develop a series of men's garments.

"We try to pass a message, that's

No longer just a high quality shoe manufacturer, but more and more like a fashion house.

Tod's chief financial officer Emilio Macellari said.

However, for now, the clothing series is still hard to save the Tod's downturn.

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In this regard, Tod's chairman and chief executive officer Diego Della Valle explained in the statement: "at present, we have seen that in 2014, the operating profit of the group has temporarily slowed down, because our strategy is inclined to continue to invest in production, communication and research, especially in retail distribution networks."

"The environment is very difficult now."

I did not forget to add, "but I am very confident about Tod's's current situation."

Even with the newly developed product line, the survival of Tod's is uncertain.

Since the end of last year, the deterioration of relations between the EU and Russia has led to a decrease of 1/5 in Italy's shoe exports.

On the other hand, the American market and economic growth have slowed down in the Chinese market.

"The supply of new products and existing goods in Tod's brand stores has been hampered by the late Chinese New Year's Eve this year."

Emilio Macellari, chief financial officer of Tod's, said.

Before Tod's goes to the fashion house road and becomes the next Ferragamo, hurry up and start a classic "peas shoes".