BCBG Max Aziria Analysis

History / background The name BCBG stands for Bonsick Bon genre, which embodies the goodness of style in French. Max Azria, the founder and owner of the company, was named after this. From 1970 to 1981, Max Azria designed women's clothing in Paris, then moved to the United States in 1981 and began BCBG. The company is currently based in Vernon, California. BCBG offers stylish and colorful daytime and night costumes in ornate designs and creative shapes. Max Azria has developed a number of female fashion collections including split, evening dress, denim, footwear, eyeglasses, swimwear, handbags, jewelry, and more.

After applying for bankruptcy protection in February 2017, BCBG Max Azria was acquired by Marquee Brands and Global Brands Group Holding in July. By then, BCBG closed 120 stores, 71 of which were still open. However, after the transaction is completed, the new owner retains only about one-third of the total number of openings in 22 stores and company Web sites to continue the business. After taking off Boston · Proper in early 2016, Chico's FAS is boiling water. Net sales between 2015 and 2016 decreased by 3.8% excluding Boston Proper, and in the third quarter of 2017, including the Chico, White House Black Market and Soma stores, the reduction rate was 8.4 It accelerated to%. In the latest edition of February 2017's annual report on the prospects for the fourth quarter of 2017, we expect revenues to grow by 5 to 7%.

I will cover BCBG Max Azria as an example. In 2008, the company decided to cease the use of animal fur and global consumer groups and animal welfare organizations expressed appreciation to the company. Three years later, the brand changed its direction. Once known as a moral leader, he began using fur of rabbits, foxes and raccoons. At about the same time, BCBG began selling fur again, and ZARA's parent company, Inditex, encouraged me to visit its Spain headquarters. The welfare of animals is important in the world of fashion and there are several board members who believe they want to become leaders. Shortly thereafter, Inditex banned the use of animal fur. Angola wool, wool, these wool promises to find more animal-friendly things, put into the list of banned substances through particularly violent 'scorpion' and exotic skin practices and textiles

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