Kenzo: Creative Director Doesn'T Have To Design.

In order to inject young vitality into Kenzo with a history of more than 40 years.

LVMH has made a strange move. The two shop owner of the new New York Ceremony Opening store is the creative director.

Though they can't design, they know best how to make the merchandise fashionable.

LVMH group has been planning to relocate its Kenzo brand very early. Now they finally have the big move: appoint two partners Humberto Leon and Carol Lim of New York famous tide shop Opening Ceremony as creative director. They succeed Antonio Marras, who has been the chief Kenzo designer since 2004.

Leon and Lim will unveil their 2012 spring summer series for Kenzo in October this year.

Pierre-Yves Roussel, chairman of the fashion department of LVMH group, said the former creative director Antonio Marras "respects the tradition of brand", but now Kenzo needs some "more dynamic elements" to show a new era.

Standing on the group's position, he thought it would be very useful to introduce young designers.

In the 70s of last century, Kenzo was popular in Paris with its rich colors, gorgeous designs and exotic customs.

In 1993, LVMH bought Kenzo for $80 million 500 thousand.

Today, Kenzo has more than 100 boutiques in the world, 11 of which are direct outlets, and more than 600 wholesale customers in Europe.

At present, the product line of men and women is equally divided, and children's clothing, furniture and glasses are also included.

Retail sales of Kenzo, including perfume, amounted to $1 billion.

It is undeniable that the scale of Kenzo has narrowed considerably compared with its previous heyday.

However, while sales in the traditional market have declined, sales in the emerging markets such as Russia and China have performed well, with 12 and 15 boutiques in the two countries respectively.

Roussel declined to disclose the sales strategy of Kenzo after changing the company, but he said that Kenzo's future development plan is to increase the sales of its high-end lines in China's vibrant market.

In addition, the company also plans to re-enter the US market that has been withdrawn since 2003.

At present, the price of "new" Kenzo has not yet been finalized, but the brand has already given the guidance price: the price of a one-piece skirt will range from 200 euros to 1500 euros.