Costume National Can Not Be Avoided If It Is Sold Poorly.

In the current environment, it is almost impossible to be independent.

The development of the garment industry is even more alarming.

Lately,

Because of poor management, the founders both ran away.

It is reported that in March, Costume National was already seeking sellers because of poor management.

And the company's controlling shareholder and emerging brand management company.

Finally, I choose to swallow this chicken rib.

Last year, sales of Costume National plummeted from 24 million euros to 600 euros, and the company announced that it had closed many stores. Meanwhile, the Milan fashion week company also opted out.

Sequedge, the brand management company, is also buying a brand recently.

Brand GAIAM, so confident Sequedge decided to revive Costume National, plans to hire an Asian creative director for the brand to ignite the new lineage of Costume National.

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In addition to big financial conglomerates and large group holdings, the fashion industry is actually a small and medium-sized fashion brand with reputation but not fame.

Recently, faced with the establishment of 30th anniversary of Costume National, recently announced the withdrawal of the brand.

The brand of Costume National, founded in 1986, is from brother to Capasa.

In 2009, Sequedge Investment, a Japanese investment company, acquired 17% of the brand, and now owns all the shares of the brand.

But Ennio Capasa and Carlo Capasa are respectively the creative directors of the brand and the position of CEO.

We will retire from the post at the same time.

Although the Carlo Capasa of the brothers is already the president of the Italy Fashion Association, the brand's situation in the past 30 years is still very embarrassing: at present, the brand has been dominated by wholesale, and only in Milan, Rome, Tokyo and Fukuoka and Hongkong, there are branches, and the speed and scale of expansion are far from what they should be.

However, the brothers said they would reestablish their new business plan after leaving Costume National.

Despite concerns about the current economic environment, they all said it would take months to complete the plan.

This is mainly due to the fact that there is no competition clause between the two brothers and the Sequedge Investment group, so the Capasa brothers can have free choice to create new businesses.

In fact, it is not uncommon for designer brands to fail or sell. In 2015, many designer brands chose to close or sell to large consortia.

The reason is that in the current retail environment, consumers' desire for downturn is one reason. On the other hand, the luxury brands from big conglomerates and the frenzied "predatory" marketing of light luxury brands make the designer brands struggling with design concepts and styles and giving up more profitable marketing methods have been rolled to varying degrees.

Therefore, in the future, more and more small and medium fashion brands will be added to the queue for the sale of brands and failures. For them, this irrational marketing way has far lost their interest in design. At the same time, the shortage of supply chain has also encouraged these brands to face the dilemma of not being able to get low.