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MCM's new creative director is Dirk Schönberger of Adidas

 

Adidas fans must be familiar with Dirk Schönberger. German-born designer Dirk Schönberger has been a creative director of Adidas since 2010. He has brought together the creative ideas of Raf Simons, Kanye West and other vintage classics of the Stan Smith series of sneakers.
Recently, the designer will leave Adidas and embrace the German luxury brand MCM.
According to the Women's Daily, in an effort to become a brand worth $1 billion, MCM recently appointed Dirk Schönberger as its first global creative officer with immediate effect. Schönberger said in a statement that he will be the key catalyst for MCM product design and brand experience, leading and implementing global innovation strategies to achieve the brand's global expansion.
At the same time, MCM owner and Korean luxury goods group Sungjoo Group also revealed that MCM will establish a design studio for Schönberger in Berlin, Germany, and form a 25-person product design and global marketing and art direction. Design team.
“Every season should have a very focused and clear brand message. As a language of the brand, this specific information will not only be reflected in the product, but also in all areas including retail, e-commerce and social media activities. “Berberger largely reflects Newchic Coupon the brand spirit of MCM: it is subversive. Nowadays, the brand is facing more consumers than younger ones, it should focus more on new technologies and Product Innovation."
To show his design philosophy, Schönberger plans to launch a trailer in the spring of 2019, outlining his vision for the brand and launching his first complete collection in the spring of 2020.
MCM, which hired Schönberger, has its own ambitions to attract young customers from Millennials and Generation Z by improving clothing accessories and expanding the supply of clothing and shoes.
According to industry sources, MCM's sales in 2016 was about 700 million US dollars. According to the latest year's data, the brand's annual sales are expected to reach 1 billion US dollars by 2020. Among them, however, accessories accounted for 80% of the brand's total revenue, and shoes and clothing accounted for only 20%.
MCM, which is heavily “partial”, hopes to rely on Schönberger's experience in the field of footwear and apparel to develop the brand's great potential in these two areas.
“MCM may never reach 50-50 in terms of accessories and footwear, but in the next few years, you will definitely see a major shift,” Schönberger said.
He plans to introduce some of the models in sportswear design into MCM, including more frequent updates. “Every brand needs constant updates, and I learned how to handle short product downtimes at Adidas. For brands like MCM, more frequent updates are also very important.”
At the same time, he also dispelled some consumers' doubts about whether MCM will completely change their face. He said that the brand does have some areas that need to be updated, but there is no radical change. “Consumers will see the difference, but I am not a bulldozer,” Schönberger added. “Like Adidas’s clover logo, I grew up with it, so I won’t prove my own. Change it by role, maybe I will do some new gameplay, but it is not correct for me to change MCM completely, for example, to change its iconic Visetos monogram print."
Born in Germany, Schönberger studied at the ESMOD Fashion School in Munich. He then served as an assistant to designer Dirk Bikkembergs for three years, and launched his men's collection in 1996 and the women's collection in 2002. In 2007, he was appointed creative director of the German brand Joop and subsequently entered Adidas in 2010.
Now, the challenge before Schönberger is more.

MCM's new creative director is Dirk Schönberger of Adidas


Adidas fans must be familiar with Dirk Schönberger. German-born designer Dirk Schönberger has been a creative director of Adidas since 2010. He has brought together the creative ideas of Raf Simons, Kanye West and other vintage classics of the Stan Smith series of sneakers.


Recently, the designer will leave Adidas and embrace the German luxury brand MCM.


According to the Women's Daily, in an effort to become a brand worth $1 billion, MCM recently appointed Dirk Schönberger as its first global creative officer with immediate effect. Schönberger said in a statement that he will be the key catalyst for MCM product design and brand experience, leading and implementing global innovation strategies to achieve the brand's global expansion.


At the same time, MCM owner and Korean luxury goods group Sungjoo Group also revealed that MCM will establish a design studio for Schönberger in Berlin, Germany, and form a 25-person product design and global marketing and art direction. Design team.


“Every season should have a very focused and clear brand message. As a language of the brand, this specific information will not only be reflected in the product, but also in all areas including retail, e-commerce and social media activities. “Berberger largely reflects the brand spirit of MCM: it is subversive. Nowadays, the brand is facing more consumers than younger ones, it should focus more on new technologies and Product Innovation."
To show his design philosophy, Schönberger plans to launch a trailer in the spring of 2019, outlining his vision for the brand and launching his first complete collection in the spring of 2020.


MCM, which hired Schönberger, has its own ambitions to attract young customers from Millennials and Generation Z by improving clothing accessories and expanding the supply of clothing and shoes.


According to industry sources, MCM's sales in 2016 was about 700 million US dollars. According to the latest year's data, the brand's annual sales are expected to reach 1 billion US dollars by 2020. Among them, however, accessories accounted for 80% of the brand's total revenue, and shoes and clothing accounted for only 20%. MCM, which is heavily “partial”, hopes to rely on Schönberger's experience in the field of footwear and apparel to develop the brand's great potential in these two areas.


“MCM may never reach 50-50 in terms of accessories and footwear, but in the next few years, you will definitely see a major shift,” Schönberger said.


He plans to introduce some of the models in sportswear design into MCM, including more frequent updates. “Every brand needs constant updates, and I learned how to handle short product downtimes at Adidas. For brands like MCM, more frequent updates are also very important.”


At the same time, he also dispelled some consumers' doubts about whether MCM will completely change their face. He said that the brand does have some areas that need to be updated, but there is no radical change. “Consumers will see the difference, but I am not a bulldozer,” Schönberger added. “Like Adidas’s clover logo, I grew up with it, so I won’t prove my own. Change it by role, maybe I will do some new gameplay, but it is not correct for me to change MCM completely, for example, to change its iconic Visetos monogram print."


Born in Germany, Schönberger studied at the ESMOD Fashion School in Munich. He then served as an assistant to designer Dirk Bikkembergs for three years, and Dacoz launched his men's collection in 1996 and the women's collection in 2002. In 2007, he was appointed creative director of the German brand Joop and subsequently entered Adidas in 2010.


Now, the challenge before Schönberger becomes more.

12 октября 2018 15:00

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