How Many Lives Can a Fashion Brand Have?


Then there may be the American vogue model Bill Blass, which was bought in 2008 by the entrepreneurial brothers Cin and Peter Kim, who made their cash producing gown shirts and neckwear for the mass market. The Kims employed designer Chris Benz, previously of J. Crew, to reposition the model for Gen Xers, and, just like the Dayans, centered on direct-to-consumer e-commerce. The new Bill Blass hit the market in 2015 to a lot fanfare, however it didn’t raise off. Mr. Benz left the corporate, and in the present day Bill Blass solely sells sneakers. There is at the moment nothing obtainable on its web site.

Rykiel has already been by means of this as soon as. In February 2012, when the Rykiel household offered the corporate to the billionaire brothers Victor and William Fung of the Hong Kong manufacturing agency Li & Fung, there was a lot of discuss of potential, with grand plans to “ensure the longevity of the brand,” as Nathalie Rykiel, Sonia’s daughter, mentioned on the time. But the corporate was stricken by a sequence of out of doors financial troubles and in-house administration points. In seven years, gross sales dropped from 83.7 million euros in income and 1.four million euros in losses to 35 million euros in income and 20 million euros in losses earlier than lastly submitting for chapter.

The Dayans brush all that off like a piece of lint. They say they’re totally different. They say, so far as they’re involved, “Sonia Rykiel right now is like a start-up,” as Eric put it. And the Dayans know all about working start-ups.

The sons of Moroccan immigrants, Eric, age 40, and Michael, who’s 38, grew up within the 12th arrondissement, a middle-class quarter on east aspect of Paris. Michael studied legislation, handed the bar and went into apply. Eric enrolled in enterprise faculty, dropped out, and labored for the household’s destocking enterprise. In the mid-aughts, Michael give up legislation and, with Eric, their brother David and their good friend Thierry Petit, took the household enterprise on-line.



Source link Nytimes.com

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