Luxury Brand Chanel Invest In 4 French Shops Specializing In The Production Of High-End Fabrics.

Europe

Brand competition for raw materials and technology is not limited.

This category of products is used as a fine fabric workshop for ready-made garments. It has also become a target of acquisition, a luxury brand in France.

Recently announced that it has invested in 4 workshops specializing in the production of high-end fabrics in France.

KarlLagerfeld, the creative director of Chanel, once said that the touch of clothes depends on the use of fabrics, which is closely related to the fabric supply of the brand.

BrunoPavlovsky, President of Chanel fashion division, stressed that these high-end fabric companies can meet the development needs of the Chanel garment series in the future. Chanel will further expand investment in upstream production to ensure future development, and silk fabrics are the backbone of the Chanel garment business.

Chanel did not disclose details of the investment related funds, but BrunoPavlovsky revealed that Chanel already owns a large share of the 3 companies. The 3 companies are MoulinagesdeRiotord and TextilesHenriLacroix, which are famous for their high-end fabrics, as well as HugoTagEnnoblissement, which is famous for its dyeing process and production of high-end silk fabrics.

The fabric brand of MoulinagesdeRiotord is EntrepriseduPatrimoineVivant. The establishment of that brand marks the affirmation of the international market for the excellent traditional French craft and high-end industrial silk.

MoulinagesdeRiotord and TextilesHenriLacroix have about 15 employees.

In addition, Chanel has held a small share of Denis&Fils, a company specializing in the production of pure color fabrics and jacquard fabrics for garments and household goods. It was founded in 1956 and is one of the high-end silk producers in France.

At present, the company has about 49 employees and 100 textile machines.

BrunoPavlovsky revealed that Chanel will soon be equipped with high-tech equipment for these companies and will increase the company's manpower.

Chanel is not very familiar with the layout of traditional fabric production companies, so the fashion industry has made many guesses about Chanel's investment decisions.

It is reported that Chanel will retain the current management positions of these companies, and they can still serve their original customers.

In addition to Chanel, the customers of these companies include LVMH group and Hermes.

BrunoPavlovsky points out that this is probably the best way to retain and inherit the process. Chanel has investment plans for every company, which is also one of Chanel's brand strategies.

BrunoPavlovsky emphasizes the importance of investing in the 4 companies at the same time, and will provide Chanel with a strong upstream supply chain to further ensure the long-term supply of Chanel's silk fabric products.

It is very difficult for the company to estimate the amount of fabric required before the order is received. Therefore, the delay in fabric production will further lead to the lag in garment production. BrunoPavlovsky said that this problem will be solved when the company owns a fabric manufacturer and has a large number of production equipment and employees.

Chanel90% women's clothing products are produced in France, while Finishedproducts, including denim and leather goods, is produced in France and Italy, and knitted products are produced in France, Italy and Scotland.

In order to seize the scarce raw material supply chain and maintain the uniqueness of the brand, Chanel and Hermes have started to buy or invest upstream suppliers of raw materials, and this month has just bought a factory specializing in the production of high-end sheepskin Richard.

Since 1984, Chanel has acquired at least 17 famous French handicraft shops.