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[最新爆料] Coach启动收购品牌战略 誓做美国版的LVMH

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    2017-3-6 11:09
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    发表于 2017-4-10 14:27:13 | 显示全部楼层 |阅读模式

    面对全球奢侈零售行业的更多不确定性,超过100亿美元市值的美国轻奢品牌Coach(NYSE:COH)将全面启动收购战略扩大品牌矩阵。

    作为战略改革的重要一步,Coach集团首先做出了高管架构的调整,近日,集团首席执行官Victor Luis已正式任命Joshua Schulman为Coach品牌的首席执行官,目前Coach在创意总监Stuart Vevers的带领下,转型计划正在全面进行。值得关注的是Coach男士业务增长潜力巨大,该业务销售进入10亿美元俱乐部。

    Joshua Schulman将于6月5日正式上任,负责Coach品牌在全球的所有业务,并直接向Victor Luis汇报。Joshua Schulmam具有丰富的奢侈品运营经验,曾在百货公司Bergdorf Goodman工作5年,任期将在5月10日结束。此前他还担任Jimmy Choo的首席执行官,也曾在Gucci担任执行副总裁。

    Victor Luis在2014年1月加入Coach集团担任首席执行官,他曾表示,Coach集团除了轻奢手袋产品外,还能走得更远。上任后,Victor Luis一直致力于将Coach集团打造成为一个多品牌组合的轻奢帝国,提出了以收购为主的扩张战略。在他的主导下,Coach集团于2015年以5.3亿美元收购了设计师鞋履品牌Stuart Weitzman,该品牌在去年为集团贡献了3.45亿美元的销售额。

    有分析指,Joshua Schulman出任Coach品牌首席执行官后将让Victor Luis能够更专注于收购战略的设计与实施,进一步扩大Coach集团的品牌矩阵。

    值得关注的是,近几个月来,关于Kate Spade(NYSE:KATE)将被收购的传闻不断,早前有多家媒体报道,Coach是最有可能赢得竞拍的买家,Kate Spade去年的收入近14亿美元。

    有业界人士指出,若Coach集团能够成功收购Kate Spade,其运营模式将与LVMH、开云等奢侈品集团更加接近。

    截至去年12月31日的第二季度内,Coach集团净利润同比增长17.4%至1.997亿美元。集团主打品牌Coach期内在北美地区销售额同比上涨2%至7.44亿美元,同店销售额增长3%,百货公司等批发渠道销售额同比大降30%;Coach在全球其他地区的销售额同比增长3%至4.48亿美元,其中大中华区销售额与去年持平,日本地区同比增幅为9%。

    Coach集团总裁Ian Bickley曾透露,自2008年Coach回收了在中国地区所有的特许经营权后,该市场销售业绩逐渐上涨,目前占Coach全球业务总收入的20%,集团非常看好中国的市场潜力。计划今会在中国市场新增20至25家门店。

    至于Stuart Weitzman鞋履品牌,期内总销售额同比增长25.5%至1.18亿美元,毛利润同比上涨26%至7600万美元。

    Victor Luis在今年初的财报会议上曾表示,手袋、配饰与鞋履等品牌会是Coach集团未来收购的首选,对于收购的鞋履品牌Stuart Weitzman,除鞋履外,集团还将开发手袋与其他配饰产品。

    咨询机构Marvin Traub Associates的首席执行官Mortimer Singer也认为,作为一个以配饰产品为主导的集团,Coach集团以配饰为主的品牌扩张战略的确有成为多品牌集团的潜力,毕竟LVMH、开云与历峰等大型奢侈品集团的主要收入来源也是手袋鞋履等配饰产品。

    而在去年10月,有消息人士透露,Coach曾计划将以现金和股票方式收购Burberry,财经博客Betaville引述两名消息人士指,Coach与其财务顾问Evercore曾研究过潜在收购交易。有分析指出,而如果两者合并,则有望成为市值接近200亿美元的奢侈品新巨头。

    债务监管机构惠誉评级的高级主管David Silverman对Victor Luis的收购战略表示认同,称Victor Luis加入Coach集团后作出的决策非常正确,既挽救了品牌因过度促销而跌至谷底的形象,也为集团带来了积极的收入,令Coach重新获得消费者的喜爱。

    不过,BMO资本公司高级零售分析师John B.Morris则认为现在评价Coach的投资战略为时过早,Victor Luis提出的战略是否正确还有待时间来验证。他还强调,Coach在忙于收购的同时不应忽略当下苛刻的零售环境,千禧一代消费者喜好的快速转变是各品牌无法避免的艰难挑战。

    截至发稿,Coach集团股价下跌逾1%至39.63美元,近3个月以来,Coach集团股价累积涨幅达13.5%,目前市值约为111亿美元。


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