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Fresh Vision: CEO Loubier Aims to Renew Escada

Escada chief executive officer Jean-Marc Loubier is on a mission to reignite the brand.

By
with contributions from Antonia Sardone
financial/news
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Industry observers said Escada is positioned to serve a conservative luxury consumer looking for better merchandise options.

"The challenge for them is to be trendless without being boring or basic," said Suzanne Hader, principal of 400twin Luxury Brand Consulting. "And that can be a tough line to walk. It will come down to two things: the quality of the product and a strong vision that is developed and explored season by season. It doesn't have to change dramatically in the way most designers do, but customers will need to feel that there's a core principle that ties it all together."

Robert Burke of New York-based Robert Burke and Associates said Escada is a brand that could use dusting off.

"Over the last five to eight years, Escada has taken turns in creative direction and that takes its toll on the customer base," said Burke. "Escada has always represented classic fashion that has appeal to a consumer that's interested in investing in clothes that have some longevity. I'm sure that Jean-Marc Loubier, with his experience at Louis Vuitton and Celine, will be able to turn it around. His background is very strong in accessories. With so much push for designer accessories, there's more room for classic accessories at high price points."

Escada Fashion photos by John Aquino, Styled by Antonia Sardone; Loubier by Kristen Somody whalen
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