The Era Of College Wind Has Passed Away, Ralph Lauren Closes Its Sub Brand.

Once the popularity of American style college atmosphere, consumers around the world can experience the wearing of ivy rich students.

Consumers seem to be tired of the style of college.

The decline of Ralph Lauren's College brand Rugby seems to be explaining the same problem.

But is the college wind down?

 

The era of College wind has passed away, Ralph Lauren closes its sub brand.

Us fashion giant Ralph Lauren announced early this month that it will close its second tier college wind farm brand Rugby in 2013.

In the past few weeks, the famous British leisure

The manufacturer Jack Wills group has just announced that it will close sister brand Aubin & Wills after Christmas.

In 2004, Rugby Ralph Lauren was launched on the line, which means the traditional American style of sports and leisure, which was then growing, was named as the style of academy.

Consumer tastes change?

14 stores in the world, including London's Covent Garden store, will be closed.

This may be a change in consumer tastes and a return to retailers.

A signal for sale.

In essence, though based on the English tweed style, Ralph Lauren and Jack Wills are very different in understanding what is the retro nostalgia.

American brands are more active in embracing the British style, or the Ivy style sports dress; and the Jack Wills, the British company, has been refined and preserved.

Magazine Drapers editor in chief Caroline Nodder said, "we can see that fashion brands focus their efforts on core business". "When the economy is in good condition, they compete for new market with the new brand. When the economy is down, they will focus on the most powerful part of the business."

 

Brands need to occupy other subdivisions.

Brand segmentation market

Adam Welch, editor of fashion magazine Wonderland, said: "all brands are doing well in the Academy wind field." "despite the fact that fashion is still in fashion, the momentum is not as good as before.

Brands need to occupy other market segments. "

The style of the Academy originated in the 50s of the last century. It was derived from the postwar dress of the Playboy Academy (the Oxford and University of Cambridge).

College wind clothes as cowboys,

The third choices out of costumes are like the advanced mix of American khaki pants, cricket suits and sports jackets.

Over the past decades, college style clothing has been popular among generations, from Matthew Broderick to Bobby Kennedy.

The latest trend is shown in the sports casual pants and plates of the tide people.

Known to the public.

Another manifestation of the popularity of the Academy in the past few years was the announcement of Harvard University in 2009 that it launched a series of clothing called Harvard Yard, which will be used for scholarships and grants in schools.

In 2007, American brand Abercrombi e& Fitch was stationed in Saville street, London.

But now A&F finds itself in the same predicament as Ralph Lauren and Wills.

It is rumored that in 2011, A&F paid the reality show actor, Jersey Shore "Scene emperor" Mike Sorrentino, and asked him to stop wearing his brand clothes.

The move is intended to maintain brand status. Too many exposures seem to accelerate the decline of College fashion.

Transfer to high-end market

Ralph Lauren's return to core business also seems to prove that retailers' sales focus shifted from high street to high end market.

Adam Welch, editor of fashion magazine Wonderland, thinks that "the theme of men's clothing next spring is practical sports", but it will also have a keen sense of future.

By contrast, the academic atmosphere is somewhat outdated.

Similar to the style of Aubin & Wills or Rugby, it seems to represent an old-fashioned way of dressing, and consumers of high street brands are increasingly concerned about the trend of fashion.