Study Suggests Luxury Fashion Creative Directors Are Limited To A Five-Year “Expiration Date”

by Abigail Oluwakemi
2 views
If You Like This Article Kindly Give Us A Share!

 
Ghana Celebrity Watch 

With news of Matthew M Williams‘ appointment to the house of Givenchy still fresh, Quartz has reported of a new study published by investment company Bernstein. The analysis hints that “successful” creative directors of luxury fashion brands average a five year “expiry date.”

The report appears to underscore recent creative director moves, with data informed by big news like Raf Simons swapping Calvin Klein for Prada, Clare Waight Keller’s tenure as artistic director of Givenchy and Kim Jones‘ appointment to Dior. Bernstein considered company profitability, share prices and enterprise value (an estimation of total value) when appraising the performances of creative directors.

Akiharu Ichikawa/Hypebeast Jp

Crucially, Bernstein discovered that after a five year stretch with any one creative director, a company’s fortunes would decline. This may explain why powerhouses like LVMH and Kering are more keen to replace their creative directors in short timeframes, regardless of critical success or output. Bernstein’s other major finding supports this capital-driven theory: it found that each company’s profitability only increased the longer their CEO remained consistent.




Note that these findings aren’t without scrutiny. Bernstein’s sample size is derived from only 18 modern creative directors and doesn’t consider the correlation between creative directors and the company’s revenue source. For instance, labels like Hermès and Chanel are likely to profit greatly from accessories, bags, scents and shoes regardless of their creative leads. Furthermore, some creative directors are so new and some labels are so much smaller than the luxury giants that they were not considered when assembling the results.

Nevertheless, the idea that the flash of a new creative director will only provide a temporary boost to sales, regardless of output, isn’t without merit. Though also affected by coronavirus, Alessandro Michele‘s Gucci has recently seen slowing sales growth as the creative director nears his fifth year at the luxury house. Naturally, it’s unlikely that Michele will be shown the door any time soon, the moment may come where his vision for Gucci will be forced to shift to recapture the magic.

Recent reports have suggested that the luxury industry will not recover from the coronavirus pandemic anytime soon, with some analysts expecting bad fortunes to last until 2022.

Source Quartz






Click Here!

Follow us on Instagram @FashionGHANA_com | Twitter: @fashionGHANA | Facebook: Fashionghana.com

To Submit stories Email: [email protected] or HashTag #FashionGHANA

Related Posts

Leave a Reply (Comments with phone numbers will be deleted, Also if this is your first comment on FashionGHANA.com you will need to await approval)

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Close ✕

Currency Converter

Currency conversions change from time to time, this may alter the price of the outfit on a later date.

Price Filter

$$

Search Product Type

  • (183)
    • (2)
    • (3)
    • (142)
    • (7)
    • (1)
    • (1)
    • (16)
    • (1)
    • (1)
    • (9)
  • (20)
    • (6)
      • (4)
      • (1)
    • (1)
    • (7)
    • (2)
      • (2)
    • (4)
      • (2)
    • (1)
      • (1)
    • (2)
      • (2)
    • (1)
    • (2)
  • (184)
    • (32)
      • (1)
      • (3)
        • (1)
        • (2)
          • (2)
      • (7)
    • (23)
      • (4)
      • (1)
      • (4)
      • (1)
      • (1)
      • (4)
      • (6)
    • (1)
    • (47)
      • (9)
      • (7)
      • (2)
      • (33)
        • (1)
        • (2)
        • (4)
        • (2)
        • (2)
        • (6)
        • (1)
    • (102)
      • (2)
      • (46)
        • (2)
        • (3)
        • (1)
        • (6)
        • (4)
        • (6)
        • (1)
        • (1)
        • (1)
        • (10)
        • (3)
        • (3)
        • (2)
        • (3)
        • (3)
      • (12)
        • (1)
        • (4)
        • (5)
      • (38)
        • (1)
        • (1)
        • (2)
        • (13)
        • (2)
        • (1)
        • (4)
        • (3)
        • (3)
        • (2)
        • (5)
        • (2)
        • (2)
        • (2)
        • (1)
        • (1)
      • (9)
      • (16)
        • (1)
        • (1)
        • (2)
        • (8)
        • (1)
        • (2)
        • (1)
      • (5)
      • (10)
        • (3)
        • (6)
        • (2)
    • (1)
      • (1)
1
Subscribe To FashionGHANA.com
Get All The Latest Updates In Trends, Style & the African Fashion Industry
No Thanks
Thanks for signing up. You must confirm your email address before we can send you. Please check your email and follow the instructions.
We respect your privacy. Your information is safe and will never be shared.
Don't miss out. Subscribe today.
×
×