CARROLINA HERRERA VERSUS ESCADA: ALL ABOUT AUTHENTICITY

There are parallels in the history of both brands. But Carolina Herrera grew into an 1 Billion+ business while the other one struggles. If you look at the websites you get a feeling for the differences: CH offers a well-refined, international style with chic designs that are commercial and yet enriched with interesting extravangances. It breathes confidence & strength. The website feels alive & authentic, a clear comittment to fashion. Escada, a brand that many Germans actually still like, fails to communicate in a way that invites them to liaise. Since about 2000 it is struggling with an image of being "old-fashioned" and when you look at today's window designs they just re-enforce that message. With the change of CEO the company got a last? chance to revitalize itself last year. But when I look at the pre-fall collection and at the new images I have my doubts: I see a lack of courage to reinvent the brand. Just going for younger models and changing some colors won't do the job. It needs a clear commitment for a courageous & passionate creative re-start. Based on authenticity. If you don't take that risk, you have the certain path to irrelevance and failure. www.carolinaherrera.com