Luxury brands acquisitions: who bought who?
All the news we are reading from the fashion universe these days is about acquisitions, revealing, in essence, what the fashion game is about. Who bought who? The competition is open!
To this end, it seems like the perfect time to make great deals and play the fashion game. This luxury group acquired that brand, intending to launch other new labels. And so on, with numerous other acquisitions and developments in the same vein. Nothing more than acquisitions, finance, and money.
How does the fashion game works?
The fashion game, explained in a few words, goes like this: take the “designer” of the moment, the one who is popular because of his social media buzz rather than his designing skills. Then throw out the bait to a young audience on social media, of course. There’s no better way to reach the mass market quickly. So, the brand becomes popular and successful!
In other words, the game of exponential growth is not over yet. Brands act as if the lesson taught by the pandemic has left no trace at all.
Somehow those companies are still telling us that fashion belongs to finance more than creativity.
As a so-called designer now, you don’t need to have your own ideas, given that you can buy or steal them. Of course, the latter is a more frequent case.
And how weird it is to see emerging brands seeking acquisition by luxury groups. But once they are acquired, it’s as if the original coolness vanishes, leaving behind very little of what made them unique.
What emerges is that no fashion group or designer has the courage to propose new ideas. Perhaps, they do not even have the intention to do so. No one is taking the risk of disrupting the industry. The pattern remains the old one, and marketing seems to be their ally in maintaining the status quo.
But aren’t you tired of DJs designing brands?