The Declining Aristocracy -- The Old British Luxury Clothing Brand

In late March, Aquascutum (A quascutum) in the London Fashion Week's T stage show, it was also in the limelight, earning a lot of attention from flash and fashion people. But a month later, in April 17th, the old British luxury clothing brand entered bankruptcy protection procedures due to heavy losses.

With 161 years of history, it is an old aristocracy in the British clothing industry. It has become a representative of the British style with its classic windbreaker and unique lattice pattern. The brand became famous for making waterproof shirts for the army in World War I, and later became the Royal tailor shop of the British royal family. The former British Prime Minister Winston Churchill, Mrs. Thatcher and some famous movie stars were all dressed up in the opening stage to make the clothing brand so that they gained a higher brand recognition worldwide.

Harold Tillman, chairman of the British Fashion Council, has invested 20 million pounds in the brand since he bought the company in September 2009, according to people familiar with the matter. Protection program 。 He hopes to buy a buyer as soon as possible to avoid the brand's demise.

In September 2009, he bought another London high-end fashion brand, Jaeger. In the past two years, the operation of the brand in the UK has also been difficult. It sold its 90% stake on 16.

Another famous brand of luxury clothing in Britain, which is similar to agsdin and has also made a waterproof coat for the British army, is the new Boboli group.

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.

Emerging markets are the Brawn of Mr. In 2009, the brand control of Asian region was successfully acquired by YG M trading company in Hongkong. For this reason, the headquarter companies in the UK have 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. However, the traditional European and American markets have bought a sharp decline due to the huge financial crisis. At present, they can not recover their vitality in the short term.

Light can be seen from the storefront. A few months ago, it was quietly closed at a flagship store on Regent Street in the high-end shopping street in London. On the other side of the same street, Boboli was decorating a large flagship store. In the Beth shopping village about 100 kilometers away from London, Boboli added a large store in the past six months, and now renovated one of the original two stores. After finishing the decoration, Boboli had 3 large stores in the small size of Ortles.

In Britain, no matter which boule shop you enter, the chances of meeting Asian faces are always high. Chinese speaking shopping guide has become an essential employee of the brand shop. On holidays, queuing in the doorway is also common.

However, the impression of the shop is not good enough. For such a long established brand that has been rooted in British Society for many years, I believe most Britons are looking forward to a buyer as soon as possible to save the dying. " Fallen aristocracy "