Who Will Save The Once Popular Brand?

High heels can push people to new heights. Coach hopes for high-end shoes. brand Stuart Weitzman (Stuart Weitzman)'s $574 million acquisition can do that.

　　 Cox Chi Once a popular accessory brand, it has been trying hard to attract the young and affluent urban consumers who aim at it all these years. A research report from Consumer Edge Research shows that these fashionable young people are alienating the brand. Why? The report found that this brand is not enough to make people dream. The survey, which started in the third quarter of last year, found that only 17% of young people aged between 18 and 24 thought they were "coveted". This ratio was 21% a year ago. There was a similar decline in older consumers. Only 9% of consumers who earn more than $200 thousand a year are "eager" to own this brand, half the level a year ago.

Faced with such indifferent consumers, the same store sales in North America have plummeted in the past few quarters. Sales in the same store fell by 24% in the three months of September last year. Last year, its share price fell 1/3. In 2012, the market value of more than 22 billion US dollars has now dropped to 10 billion US dollars.

Stewart Weitzman is very suitable for Cox. Both are oriented. Luxury goods The "affordable price" of the market. The shoe business (led by the designer of the same name) has increased sales in the past 5 years at an annual rate of 10%. It confidently predicts that the future growth will reach 20%. Eager to share this growth, Cox said the deal would quickly boost its earnings per share.

This is good, but Stewart Weitzman will only have a limited impact on the entire group - the brand's annual revenue is $300 million, and its $5 billion. High heels (and the support of Gisele and Kate Moss models) will bring some long lost aura. But if the company wants to get out of its deep mire, it needs something more substantial.