Tod’s Moving Forward From Cozy Loafers To Bring Back Income – Organization Expert

LONG ROAD AHEAD Tod’s which is the key label in a stable of brands that also include Hogan, Fay and Roger Vivier has been making accessories since the 1990s. But an early buzz around its best-selling “D-Bag” – said to have been named after brand fan Princess Diana – has not been replicated. Accessories sales have reached no higher than 18 percent of total sales over the past five years. Facchinetti’s “D-Cube” leather tote, introduced last year, was an angular take on the D-Bag that hoped to update the model and bring it new attention. Her ready-to-wear line, celebrating the brand’s roots with leather skirts and structured vests, has received good write-ups by fashion critics after the last two shows at Milan fashion week. But Tod’s doesn’t specify how much of each brand’s sales come from which products, so it’s difficult to gauge how the bag is faring. And the new clothes are only sold in 15 of its more than 220 shops, meaning it’s so far too small a business to make a difference in Tod’s overall performance. Other brands’ turnaround stories show how long the road to becoming a fashion phenomenon can be.

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