After Celine, Bottege Veneta Suddenly Emptied The Contents Of Instagram Account.

When the new creative director takes charge of brand branding after taking office, it seems that the brand is in a dilemma.

According to the fashion business news, BottegaVeneta, a luxury brand of Kai Yun group, suddenly emptied its entire Instagram content and reissued a picture without any notes, which marks the brand's new start and preheating the first 2019 autumn and winter series of fashion show held by the new creative director DanielLee in February 22nd.

It is noteworthy that Bottega Veneta is also a brand that clears accounts after SaintLaurent and Celine.

However, there are comments that are puzzled by the brand new image that this picture attempts to convey. The new visual style of the account is too similar to Balenciaga, dubbed it BalenciagaVeneta, and questioned more and more brands who had erased the brand's past behavior after replacing the creative director.

In September last year, Celine, which was under the control of HediSlimane, launched a series of brand innovation initiatives in the way of replacing brand logo, including the clearance of the previous Instagram content and the WeChat public number of the brand. It opened a precedent for luxury brands to delete social media accounts in large numbers, and this triggered a heated debate in the industry.

Whether or not objectivity in the social network is objectivity, it is clear that the urgent need for pformation from BottegaVeneta, the last creative director of Tomas Maier, has shifted.

The Italy luxury brand hopes to get rid of the predicament under the leadership of Daniel Lee and open up a new era.

After Daniel Lee took office, Bottega Veneta skipped the 2019 spring summer series fashion show, and released its first series in Milan in December last year, but the 2019 early autumn series did not hold fashion shows or show any simple models. It only displayed simple fashion shows. This meant that the early autumn series was only for testing water. The 2019 autumn and winter series of fashion show to be held this month will be the first official appearance of DanielLee.

The 2019 early autumn series, besides women's wear, has also covered men's wear, accessories, footwear and handbag products.

This month, BottegaVeneta also released 2019 spring and summer advertising blockbusters, which is in sharp contrast to the exquisite and luxurious visual style of the past.

Judging from the product design currently exposed by the brand, the use of BottegaVeneta logo weaving element Intrecciato has been greatly reduced.

The brand has recently released the first handbag designed by DanielLee on Sina micro-blog, replacing the brand traditional leather with leather fold.

Although BottegaVeneta intends to keep a low profile, the brand has now passed a relatively clear message that the Italy luxury brand will also join the competition for the original Celine consumer group.

Minimalism, super model handbags, emphasis on practicality, and even simple photography, people can see many Celine shadows in PhoebePhilo series.

Compared with the previous creative director, Tomas Maier, DanielLee's new series does not seem to be eager to be younger, instead of targeting the independent female consumers.

However, the series's frequent use of leather materials continues the BottegaVeneta's pursuit of low-key luxury and leather materials.

The design of men's wear with sports function style has great potential to conquer young consumer groups or bring more possibilities to Bottega Veneta.

The design style of Daniel Lee with Celine branding is closely related to personal experience.

After graduating from the central Saint Martin Institute of art and design, he worked for MaisonMargiela, Balenciaga and Donna Karan, and formally joined Celine in 2012.

Last June, Kai Yun Group officially appointed DanielLee as the new creative director of Bottega Veneta.

However, he said in an interview that he has been preparing for the new job since April.

In addition, the style change of BottegaVeneta is early signs. After the departure of Tomas Maier, there was a rumor that Phoebe Philo would take over.

Some analysts believe that the young designers who dare to appoint Daniel Lee to take over BottegaVeneta with a history of more than 50 years are interested in duplicating Gucci's "rejuvenation legend", reflecting the determination of the younger group's opening up. It also means that the most worried brand of BottegaVeneta will start a more thorough pformation.

BottegaVeneta was founded in 1966 and was bought by Kai Yun group in 2001.

According to Kai Yun group's latest 2018 earnings report, the group's annual sales in 2018 surged 29.4% to 13 billion 665 million euros, while operating profit rose 46.6% to 3 billion 944 million euros, while the luxury sector's revenue grew by more than 20% in the 8 quarter.

Compared with Gucci and SaintLaurent's continuous strong growth for many quarters, the performance of Bottega Veneta is still in the mire. Last year, sales continued to decline, down 3.4% to 1 billion 109 million euros compared with the same period last year.

Reversing the situation of Bottega Veneta is becoming more and more important to the open cloud group.

In the market of oligopoly confrontation, BottegaVeneta, as the only luxury brand of Kai Yun group, must be pformed rapidly, otherwise it will become the weakness of the group.

In August last year, BottegaVeneta announced that the 00 star became a spokesman for the Asia Pacific region, revealing the ambitions of brand younger and the Asia Pacific market.

As a matter of fact, there is not much time left for BottegaVeneta. Last year, Gucci, whose sales volume exceeded 8 billion euro mark, is being questioned by the lack of stamina. The latest financial report is considered by some foreign investment analysts to be the last peak of the brand. Therefore, supporting the reserve brand and the second tier brand is the urgent task of Kai Yun group.

Like Loewe, a Spanish leather brand, BottegaVeneta from Italy also takes leather as its revenue pillar, and leather occupies an important proportion in the new series of garments.

This also means that these two styles will compete for the original Celine female consumers for the brand similar to Celine. Behind this is the confrontation between Kai Yun group and LVMH.

Earlier, LVMH brought Hedi Slimane to her command and was considered to be "revenge" for Kai Yun group's two largest luxury brand Saint Laurent.

If BottegaVeneta tries to compete for the original Celine female consumers, it will be a counterattack for Kai Yun group to LVMH "surprise attack" SaintLaurent.

People can't help worrying that once LVMH's "B plan" really works, Saint Laurent will suffer a setback, BottegaVeneta will be left behind, and the backyard of Kai Yun group will catch fire and drag Gucci.

After all, the competition for luxury goods in the future is no longer the competition of single brand, but the contest of brand matrix.

There is no doubt that in a competitive environment, Bottega Veneta will bet on DanielLee, who is only 33 years old and has no experience as a creative director, and the intention is obviously to make the brand reborn.

Compared with the creative director of highly paid stars, the initial cost of hiring young designers is small. Although they lack experience, they have greater plasticity in the process of gambling.

However, today's fashion industry is a brutal market. Whether DanielLee can adapt to the competition between oligarchs, whether its personal design vision and group ambition remain the same is still the biggest challenge faced by creative directors and brands.

The BottegaVeneta's radical innovation signals from the past Instagram content of the brand seem to be very contradictory to the earlier cautious test and low-key action, but this may be the embodiment of the brand's huge ambition.

It can be predicted that after Bottega Veneta, more brands will follow suit to clean up social media platforms, which also reflects the importance of brand tradition to luxury brands.

The DemnaGvasalia led luxury brand Balenciaga fire has proved that the younger generation of consumers is dismissive of traditional brands.

In fact, many times consumers are more opinionated than people expect. As long as the brand can tell a story that resonates with the current consumers, it can quickly get the response from consumers; as long as the brand can continuously tell the fresh "cause" which is related to the present, it can continue to catch the attention.

The "story" that the brand tells is changing with the current flow, and there is no need for continuity between the "stories". This is the reason why the brand tradition is no longer valued.

Although such views are often controversial, more and more luxury brands will inevitably slide to the other end of the scale in the future. The mission of fashion is to constantly create new things. Brands must have the necessity of evolution.