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Saturday 16 July, 2016

Transformation efforts still have not been successfully Tods

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Italian luxury group Tod's recently announced the 2014 fiscal year, the Group's overall revenue fell 0.2 percent, its only brand Roger Vivier shoes brand sales have risen, and rose to 11%, including Tod's, Hogan and Fay, including all other brand presents down the state. Wherein the Tod's brand revenues in 2015, 10 weeks, it has fallen by 11%.

"Peas shoes" is Tod's iconic products, and other styles of flat shoes and ballet shoes together to Tod's Group contributed 75% of overall sales. But the 2013 fiscal year, Tod's brand revenues grew by only 1.5%, and compared to other luxury brands, Tod's products over a single, it is difficult to bring customers continue to stimulate consumption.

"It's a lack of innovation and differentiation, and the customer needs a new experience." First sale in Paris Tod's brand L'Eclaireur chain founder Armand Hadida told Reuters expressed concern.

This became the Tod's brand transition to actively seek a major cause. Tod's first in February 2013 invited Alessandra Facchinetti, former creative director of Gucci as a designer of women's clothing and accessories. In June, he appointed Italian designer Andrea Incontri M creative director of the brand, the development of men's clothing line.

"We try to convey a message that Tod's no longer just a manufacturer of high-quality footwear, but more and more like the fashion house." Emilio Macellari Tod's chief financial officer said.


But now it seems, clothing line yet difficult to save Tod's sluggish performance.

In this regard, Tod's CEO Diego Della Valle, chairman and chief explained in a statement said: "We have seen that in 2014, the Group's operating profit is temporarily slowed down, because our strategy tend to continue in the production, exchange, research , particularly for investment in the retail distribution network. "

"Today's environment is very difficult." Diego Della Valle did not forget added, "but I am Tod's current situation is very confident."

Even with the development of new product lines, Tod's survival situation is unclear. Since late last year, the deterioration of the relationship between the EU and Russia, has led the Italian footwear exports decreased 1/5. On the other hand, the American market and economic growth has slowed in the Chinese market performance is not ideal.

"Tod's stores opened in the new and existing supply of goods by late this year, Chinese New Year obstacles." Tod's chief financial officer Emilio Macellari said.

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