DVF Is Facing Tough Challenges Or Will Withdraw From The Japanese Market.

Diane Von Furstenburg, who has yet to make good progress, is facing tough challenges.

U.S.A Designer Brand Diane Von Furstenburg performance continued to slump, some fashion The retail agent is losing faith in it.

According to the world clothing shoes and hats net, brand Sanei International, a long-term partner of Japan's TSI Holdings, has decided not to renew the contract. Starting from the end of this year, all the stores in Japan will be closed indefinitely, but the specific closure schedule has not yet been finalized.

There is an analysis that the main reason why Sanei International decided to give up in recent years is the gradual decline of its brand in Japan and the instability of its management team.

Up to now, neither side has responded to the news.

After the departure of the former CEO Paolo Riva in November last year, the brand has been in a leaderless state. The founder, Diane Von Furstenburg, revealed in a media interview last week that it would introduce external investment through the sale of some shares, while allowing professionals outside the family to participate in daily management to help the brand better spanform to digital and lead the brand into a new stage.

As for the timing of the sale of shares, Diane Von Furstenberg does not have a specific deadline, but plans to hire an independent investment bank Michel Dyens & Co. to handle the equity spanaction. In fact, Michel Dyens & Co. was responsible for the sale of Diane Von Furstenberg make-up business 35 years ago. In 1983, Diane Von Furstenberg sold its cosmetics company to Beecham group, a British pharmaceutical giant.

The brand name of Diane Von Furstenberg was founded in 1972. Its iconic product is wrapped in skirt. Its inspiration comes from kimono, which is loved by consumers with rich color and unique print patterns. The sales of tattoo skirts reached millions in just 4 years. Besides clothing, DVF's product range also includes shoes, scarves, high jewellery, perfume, household, luggage and glasses.

Brand logo products are wrapped in skirts, and the inspiration comes from kimono. The picture shows the designer Diane Von Furstenberg and Japanese models.

In 2005, the brand opened the first Asian store in Hongkong. It was the sixth store after New York, London, Miami, Paris and Losangeles, and its brand continued to internationalize. In the same year, Diane Von Furstenberg was awarded the lifetime achievement award by CFDA, and was elected chairman of CFDA in 2006. So far, she has devoted herself to cultivating talented young designers. With her efforts, the United States launched the anti design counterfeiting act to protect designer patents.

When it comes to brand performance, although Diane Von Furstenberg declined to disclose specific data, it said that it would gradually reduce retail sales in department stores and close some of the bad stores to enhance the profitability of the brand. It is reported that the brand has withdrawn from the US luxury retail department store Bloomingdale's, but in the Saks Fifth Avenue, Neiman Marcus and Bergdorf Goodman and other department stores still have sales outlets.

Up to now, the New York based brand has 1500 sales outlets in 55 countries, including more than 150 direct retail outlets.

It is noteworthy that the original planned IPO brand suddenly announced its resignation as vice chairman Joel Horowitz in October 2015. As an important promoter of fashion retail capital operation, the departure of Joel Horowitz means that the brand IPO plan has been shelved.

At that time, some people in the industry pointed out that there are two main factors that affect brand IPO. One is that there are not enough independent retail stores, and the other is the balance of power control in family businesses.

However, Diane Von Furstenburg seems not worried about the status quo of the brand's deep mire. In her interview, she stressed, "I do not have any pressure. At present, the brand spanformation is just beginning, and the situation is not so critical."

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