How Many Lives Can a Fashion Brand Have?

How Many Lives Can a Style Model Have?

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Then there’s the American style model Invoice 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 brand new Invoice Blass hit the market in 2015 to a lot fanfare, however it didn’t elevate off. Mr. Benz left the corporate, and at this time Invoice Blass solely sells sneakers. There may be at the moment nothing out there 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 numerous discuss of potential, with grand plans to “make sure the longevity of the model,” as Nathalie Rykiel, Sonia’s daughter, mentioned on the time. However the firm was tormented 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 chunk of lint. They are saying they’re completely different. They are saying, so far as they’re involved, “Sonia Rykiel proper now is sort of 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 regulation, handed the bar and went into apply. Eric enrolled in enterprise college, dropped out, and labored for the household’s destocking enterprise. Within the mid-aughts, Michael give up regulation and, with Eric, their brother David and their buddy Thierry Petit, took the household enterprise on-line.