Luxury Brands Are Becoming Increasingly Familial, And The Lacoste Family Has Left Crocodiles.

Founder Ren e Lacoste and granddaughter Sophie Lacoste Dournel

In October of this year, Maus Fr res SA, a Swiss retail group, gained 30.3% of its shares from its family members (including founder Ren e Lacoste Michel Lacoste), becoming the largest shareholder.

Recently, Ren's granddaughter Sophie Lacoste Dournel has issued a statement that it will sell the remaining 28% shares.

She expressed regret and regret. She once had a vision of the development of Lacoste, and only hoped that the company would have a better development.

We could not help but sigh that the struggle within the family not only made people laugh at the joke, but also generously handed down the Jiangshan which was built by our forefathers.

Gucci family three generation master Guccio Aldo Rodolfo Vasco Mauzrizio

Gucci is also named after the family brand, was a prominent family, for the upper class / noble service.

But since the death of founder Guccio Gucci and divided the property equally among the three sons (Aldo Rodolfo Vasco), ugly family struggles and sob scandals have never diminished.

Aldo was sent to prison by her son, and Maurizio (Rodolfo son) was shot by his ex wife.

Fortunately, Tom Ford, the genius designer, saved the unintentional Gucci in the "chaos" and created the most brilliant ten years of Gucci.

Of course, he also witnessed the pformation from brand to group.

In 2004, the departure of Tom Ford shocked the fashion industry, and we all worried about the future of Gucci.

Changing the designer and management team in time to make the brand develop well and still remain the throne of the third luxury group. This is also a concrete manifestation of collectivization over family management.

But for the original Gucci, sadly, the family members were always brought to court by the Gucci group because of trademark infringement and many times they ended up losing the lawsuit.

Even if you don't care about fame and gain, you will abuse your name by using your name.

LV gradually acquisition of Herm s s Herm Group s tends to collectivize

Since October 2010

After the Group acquired 17.1% of Hermes's shares, the acquisition process progressively advanced. By August 2011, LVMH Group owned shares of Herm s s.

In fact, the size and size of Louis Weedon's luxury brands add up to more than 60, which accounts for more than half of the acquisition of family businesses.

In fact, the phenomenon of "de familial" phenomenon is increasingly obvious, mainly due to the change of the luxury market, that is, the expansion and pformation of consumer groups.

The main consumers of early luxury goods were the aristocracy and the market was narrow.

Nowadays, with the increasingly fierce competition and the rapid expansion of the market (such as the important Chinese market), increasing consumption, increasing risk and increasing operating capital, some luxury families' workshops are hard to survive under intense competition. Choosing collectivization is the best way to maintain their livelihoods, and is also the best way to ensure profitability.

After collectivization, by changing the company's structure, integrating the artistic concept, analyzing the market completely, and employing a higher level designer to refresh the style, it will be more effective in promoting and marketing the luxury brand, though the process and result may be contrary to the original intention of the brand.