The LVMH Group, which was released on September 26, acquired Jean Patou, the old French brand, and showed that such a large fashion group is once again interested in the restoration of Haute Couture. Balenciaga, once the success of such a haute couture brand, was acquired, but brands like LANVIN, SCHIAPARELLI, and NINA RICCI did not have significant results. Although Alber Elbaz was hailed by the media in the era of LANVIN, it is not a big success as a fashion brand.
Large fashion groups seem to show a renewed interest in the restoration of Haute Couture. An announcement was made on Sept. 26 by the LVMH group in its newest addition former Haute Couture Maison, Jean Patou. Balenciaga is a successful example of a Haute Couture brand brought back to life. However other acquired Maisons such as Lanvin, Schiaparelli, and Nina Ricci did not prove to have any significant results. Even with the media hailing designer Alber Elbaz during the Lanvin era, it was not a big success as a fashion brand.
Going back to the case of Jean Patou, what exactly are the aims for LVMH Group’s acquisition? In the current LVMH luxury brand portfolio, there’s a chance that the current lineup may not stand a chance in the next coming eras. This move was seen as a similar case coming from the Kering Group’s acquisition of Courrèges in September. Courrèges was once a veteran of Haute Couture and in fact, Jean Patou’s former designer was Christian Lacroix before it was being supported by the LVMH Group. Lacroix was independent creating spectacular creations in Crazy Couture with Dali winning the grand De’ d’or Award.
The LVMH Group's brand lineup may now be saturated and unable to cope with the changes of the next era. When Michael Kors acquired Versace in September, it was rumored that the LVMH Group also attempted in the acquisition. All in all, they are eager to nurture the next star brand. Whether the brand acquisition in the fashion industry will become regular in the future.
The LVMH Group's brand lineup may now be saturated and unable to cope with the changes of the next era. When MICHAEL KORS acquired Versace in September, it was rumored that LVMH Group also participated in the acquisition campaign. All in all, they are eager to nurture the next star brand, whether or not the brand acquisition in the fashion industry will become regular aspect in the future.