The Declining British Clothing Brand

April 2012 18 Japan should be the British clothing brand. Aquascutum (Aquascutum) media day, but one day before that, the 161 year old history brand However, it declared that the event was cancelled because of "unusual circumstances".

The company's statement said, "because of the current grim situation in the UK, the team can not keep the brand profitable, and can only accept takeover." The brand, which was famous for making waterproof coat for the army in World War I, entered the bankruptcy protection procedure.

Jagle Dan was founded in 1851 and has been praised by royalty and celebrities.

Harold Tillman, chairman of the British Fashion Association (Harold), is the owner of the brand since September 2009. He sold 90% of his shares in April 16th and closed the store for 110 years in Regent Street in London earlier.

The practice of producing factories in the United Kingdom has made the product cost too high. Tillman's fatal mistake occurred in 2009. He did not retain his right to operate in Asia, but instead gave Hongkong company YGM trade. Now it seems that YGM has not done anything in marketing, so that it has gradually lost its Asian market, the fastest growing region of the global luxury brand market.

Burberry is a much more successful brand. In the last fiscal year, the Boboli Group continued to achieve two digit growth in revenues worldwide, and its earnings report emphasized that the rapid growth of emerging markets in China and Brazil is the main driving force for group profitability. Boboli plans to double the number of stores in China in the next three or four years to 100.

When bolberry's 3-D show is staged in Beijing, the flagship store has sprung up in Beijing. fashion When the landmark opened near the world of new light, he was still quietly living in China World Trade Center and Seth. The brand, which also has a lattice windbreaker, is far less aware of Chinese consumers than bobbury. The company has not been able to share the luxury consumption of the luxury brands in the emerging Asian countries such as China in the past two or three years. In the European and American markets, the sales volume of the company has also been greatly affected by the financial crisis.

In addition to such a shift, he made another mistake, that is, he did not make any contribution to attracting young consumers. Although the queen, Churchill and Thatcher used to be brand heavyweight users, their appeal to modern young people can not be compared with the heroine Emma Watson of Harry Porter. It was in 2012, when Watson was in the limelight, that Bo Boli asked her to join her brother in advertising all over the world.

Christopher Bailey, a star designer of bobury, is good at capturing young people's preferences, and using modern design and color to make the brand younger. At the same time, he has excellent relations with the media. At this point, he did not find the best candidate.

YGM trade says that the bankruptcy of the brand will not affect the business of the group, but will further expand its ownership of the global brand. Bloomberg reported that at present, YGM trade and the luxury brands that were bankrupt in recent years:

June 2009

Italy brand Gianfranco Ferre (1974)

Main products: Advanced garments.

June 2009

French fashion brand Christian Lacroix (1987)

Main products: Women's clothing

August 2009

Germany top ladies wear brand Escada (1976)

Main products: high income professional women's clothing

September 2009

Japanese designer Yamamoto Teruji's own brand (1976)

Main products: Advanced garments.

Ittierre SpA, a European clothing agency authorized by some of the other players, has expressed its willingness to purchase the brand.

This is not the worst outcome.