Poor Performance Designer Brand Sonia Rykiel Announced Layoffs

Recently, the French designer Sonia Rykiel, the brand name of the same name, announced that the number of employees will be reduced by about 79. It will focus on developing the main line brand Sonia Rykiel, closing its sub line brand Sonia by Sonia Rykiel, that is, 1/4 of the total number of employees.

In addition, the company also plans to introduce cheaper products.

Eric Langon, chief executive of Sonia Rykiel, said that due to the continuous impact of the Russian financial crisis, the slowdown in consumer spending in the Asian market, including China, and the impact of the Paris terrorist attacks on tourism, led to the collapse of the tourism industry.

Performance is sluggish.

In a statement, the company announced that it would adjust its business model to suit future market competition.

This is not the first time that Sonia Rykiel has closed its secondary line.

In 2008, Sonia Rykiel closed for nearly 20 years.

Business, though Rykiel Homme has more than 150 sales outlets in 33 countries around the world, sales account for only 5% of the total sales of Sonia Rykiel for 100 million euros at that time.

Nathalie Rykiel, the daughter of the founder of Sonia Rykiel, said that in order to keep the company's business more focused, she decided to focus on women's clothing.

According to analysis and comment, under the condition of global downturn and competitive fashion retail market, Sonia Rykiel is trying to rebrand and provide better experience to attract consumers.

In 2012, Sonia Rykiel was

The group bought a 80% stake and then launched a massive brand reshaping.

Under the leadership of the new art director, Julie de Libran, the Sonia Rykiel series's eccentric, typical French feminine and subtle sexy style still receive some consumers' attention.