The Secret Of Brand Decline: CEO Should Serve Designers

It is said that men like women in Ungaro skirts because of this.

Since Mr. EmanuelUngaro established this brand in 1967, business has been running on.

In 1996, for some reason, Mr. Ungaro decided to sell the brand.

Asim Abdullah is the only serious buyer. He was born in Pakistan and studied at Stanford University.

He was a computer engineer. He made a lot of money in the field of science and technology, but he didn't understand fashion at all.

He wants to hire the right people to do their job well, so it may well be possible in a few years.

But contrary to expectations, he did not hire the right people. He chose Mounir Moufarrige as the manager. After that, the 3 designers left the Ungaro brand, including Peter Dundas, who is now the star designer of Pucci brand.

Asim Abdullah is said to have paid $84 million for the Ungaro brand. He is still writing all kinds of checks.

Then he mistakenly chose Lindsay Lohan as the design proposal of the brand, which made Ungaro brand fall into the valley. Now no one is willing to wear the brand clothes.

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In fact, his biggest mistake was that he did not understand the rules of operation in the fashion industry.

Many fashion brands let designers decide the direction of design, and C.E.O or executives are all serving designers.

Abdullah made Moufarrige decide everything.

Moufarrige always asks the designer to do his favorite design, and soon the designers can't stand his interference.

In May of this year, Abdullah hired Giles Deacon as a brand designer to let Marie Fournier run the brand.

But the fashion industry is not optimistic about the future of Ungaro brand. Many people say that although Abdullah is smart, he really knows nothing about fashion.