Someone save Tila March. The French brand of shoes, leather goods and accessories for women is in controlled administration, and is looking for an investor. Or, in the most drastic case, a buyer.
Delay and strategic error?
Tila March was founded in 2006 by Tamara Taichman and Nicolas Berdugo. The business starts off big, thanks above all to the success of its Zelig bag. Its success was celebrated by celebrities such as Emma Watson and Jessica Alba. In 2015, the brand collected over 2.2 million euro in loans. Then, it started a digital transformation process. “Too late or wrong strategy?” Questions en-contact.com. The French portal defines Tila March “an example of the real difficulty in creating a brand in the fast-paced world of leather goods and accessories”. This brings us to the urgency for someone to save Tila March. Because, since 2015, its turnover has jammed. To the point that it had to request controlled administration.
Attraction and desire
“The combination of physical stores and e-commerce is no longer enough. Digital content experts are needed to create attraction and desire around the brand,” says Nicolas Berdugo. “There is space for new and innovative luxury brands, because Chinese customers weigh and weigh more and more. But to achieve it, significant investments are needed in digital, and consumer experience. And, perhaps, we are late”.
Images from tilamarch.com
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