Burberry Began To Look For New Force To Throw Off "High-End H&M".

Earlier, the investment bank continued to fail.

In order to remove the "high-end H&M" label, it launched a new business strategy, hoping to rebuild the brand image.

It is reported that Burberry will tighten the wholesale channel business in the United States, through which the retail business and brand image of Burberry will be improved.

Foreign media said that Burberry has already terminated three series of men's clothing business with |Nordstrom, a senior department store group.

Product line cooperation is also facing an end.

The group's comments on the market are irrelevant, indicating that the two sides are committed to enhancing the brand image in the key US market.

In addition, due to the continued decline in Burberry performance, for the group

And creative director Christopher Bailey's criticism is also growing.

The annual performance report of the group will begin this month. It is still an important question whether Christopher Bailey will follow.

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It is reported that in the fourth quarter of 2016 fiscal year ending March 31st, Burberry retail sales were 5%, far less than the market expected 1.4%, and this data also dragged down the performance of the group in the second half of the year. The group's sales in the second half of the year will be reduced by 2% over the year.

In particular, the group pointed out that the group's growth rate was 1% in the absence of Hongkong's Macao market.

On the fixed exchange rate, the retail revenue of Burberry in the second half of the year was 1 billion 64 million, which was basically the same as that of the same period last year, while the wholesale business income also decreased by 1%.

In the second half of the year, the group closed 8 stores and opened 5 stores. Therefore, in terms of the speed of expansion, the group also recorded a setback.

However, the investment bank still has a bad attitude towards this data.

Investment bank believes that by closing the auxiliary line, reducing employee benefits and merging the double show mode, the group still performs poorly, and continues to deepen and expand the measures with limited effect. Therefore, the investment bank downgraded the Burberry share price to "lose the market".

In this regard, CEO has always had two choices: 1, choose to focus on products and design; 2, the group's external designers, so that they can concentrate on making a "complete" CEO.