After The Death Of Sonia Rykiel, Her Brand Of The Same Name Will Soon Be Shut Down.

Sonia Rykiel is like a critically ill patient, because its owner, Fung Group, has issued an ultimatum in Hongkong.

Two months after the death of Sonia Rykiel, her same name

In October 26th, it announced that children's clothing would soon be discontinued and Sonia by Sonia Rykiel for young customers.

The size of the company has been reduced from 330 to 251, and nearly 1/4 staff have been cut off.

The reporter quoted Sonia Rykiel's internal source: "I think China has given us three years to lose money."

Over the past few years, three articles, including the mainline, have been included.

The line has been in a state of loss.

In 2012, Li Feng Group, which invested in the acquisition of Sonia Rykiel 80%, told the French company that if it could not return to the profit model, it had to close.

Sonia Rykiel will take the lead in the latest announcement until the recent terrorist attacks in France and Belgium.

The subsequent impact led to a sharp decline in global tourism consumption.

As an emergency strategy, the brand announces that in addition to reducing expenses, the price will also be adjusted. "The price of some products in the main line Sonia Rykiel will be lowered" to attract more customers.

From the official website, the most classic striped sweater of Sonia Rykiel is priced at 450 euro (about 3324.1 yuan).

Maybe back to 1960s, when Sonia Rykiel first launched tight rib.

People will be willing to pay for their fashionable and novel appearance.

Sonia Rykiel striped knitted sweater

Sonia Rykiel, who had never been formally educated in fashion, was called "knitted Queen" at that time.

She wears a fluffy red hair, and his clothes are also rebellious, such as using furry fabrics to make sportswear, and for example, weaving Paris Saint Germain store address on knitted sweater.

Unfortunately, Sonia Rykiel got Parkinson early.

In 2012, her daughter, Nathalie Rykiel, pferred the shares to Li Feng.

"We must admit that we are now at the end of the family business model," she told Reuters on the phone.

We need capital, strategy and human resources support to make the brand go global. "

She believes that Li can help brands expand their markets in Asia and North America, while providing advertising and marketing support.

From the point of view of Li Feng, Sonia Rykiel is just one step in the acquisition of Western luxury brands.

In 2001, Wang Xiaolan (Wang Shaw) bought Lanvin from L'OREAL.

Over the next few years, "Wang Xiaolan" frequently launched: Hongkong textile tycoon Kenneth Fang bought Pringle of Scotland; Singapore's commercial giant Christina Ong took Mulberry; the daughter of India iron and steel giant Megha Mittal now has Escada.

The Feng Feng brothers, Feng Guo Jing and Feng Guoguan (Victor and William Fung), who led the group, also joined in the establishment of a subsidiary First Heritage Brands.

The aim is to acquire Western luxury brands and help them develop global markets, including China.

The group invited the veteran Jean-Marc Loubier, who once worked for LVMH, to take the French shoe brand Robert Clergerie, the high-end handbag brand Delvaux, the French clothing brand Sonia Rykiel and so on.

Jean-Marc Loubier said in an interview with fashion business review BoF two years ago: "when buying Sonia Rykiel, it does not sell billions of brands in one year, but we believe it has potential for development."

In the 2010-2012 years, most luxury brands grew by more than 10% a year, while Sonia Rykiel stagnated.

In 2011, its revenue amounted to around 90 million euros, and its number of employees was 365.

Perhaps after the acquisition is not smooth communication, or the product itself attractiveness, Sonia Rykiel has rarely appeared in the eyes of young people.

Until two months ago, the news of the founder's death passed away, but when people turned their attention to the brand again, they found that there were few classics and hot selling lately.