Audrey Hepburn And Marilyn Monro Endorsed Jaeger To Enter Bankruptcy Protection Procedures.

According to the world clothing and shoe net, the British brand Jaeger finally failed to avoid bankruptcy trusteeship.

Boboli is quite a British luxury than Burberry boboley.

The decline is entirely modern.

Retail history.

As early as late March, Jaeger, who was in deep trouble, hired a well-known restructuring consulting finance company AlixPartners LLP as a consultant to enter bankruptcy protection procedures after the 30 million pound bid failed to sell the company.

In the process, mysterious buyers bought Jaeger's debt of about 7 million. It is said that behind the mysterious buyer is Edinburgh Woollen Mill Group boss Philip Day.

In recent years, Edinburgh Woollen Mill Group, a frequent acquisition of bankrupt British companies, is also rumoured to have acquired the latter after Jaeger bankruptcy reorganization.

Previously, the bankrupt British brand Austin Reed Group Ltd. is now classified as Edinburgh Woollen Mill Group account, but the latter is only willing to acquire intellectual property when buying bankrupt companies, ignoring the heavy assets such as stores and employees.

As a result, 680 employees of the Jaeger brand with 46 stores and 63 franchise stores may face unemployment.

AlixPartners LLP issued a statement on Monday, saying that Jaeger could only choose bankruptcy trusteeship because it could not find suitable buyers in the long sale process.

AlixPartners LLP joint manager Peter Saville regretted this, and said that at present, only with all shareholders, in accordance with this established route, and in this process, to ensure further exchanges.

In addition to the store assets, Jaeger has a headquarters in London and has a logistics centre in Norfolkshire. The brand's fortune shop, the 27000 square foot shop located at 200-206 Regent Street, has been captured by the Coach, Inc. (NYSE:COH) (SEHK: 6388) Cox group at the rent of 5 million pounds a year earlier.

Although the 131 year old Jaeger is less than 28 years old than another famous British brand Burberry Boboli, the Royal Royal Warrant Royal certification has been 45 years earlier than the British royal family.

Jaeger was founded in 1884 by the British Lewis Tomalin Dr Jaeger's Sanitary Woollen System Co Ltd, in which the name came from the German zoologist Tomalin, who allegedly completed the pioneering work of using animal natural fibers for clothing. The wool suit produced by this way won the "Royal certification" for the brand in 1910, and its former competitor, Bo Bo Li, won the honor only in 1955.

Jaeger's camel coat is the standard lady of London in the middle and last century.

Beginning in 30s twentieth Century, Jaeger's wool suit and camel coat became the top choice of London's upper class and ladies. In 50 and 60s, after being endorsed by Audrey Hepburn Audrey Hepburn and Marilyn Monroe Marilyn Monro, it became the first brand in Europe. Until 1990s, with more popular brands such as MaxMara and Escada welcomed by the younger generation, Jaeger began to struggle.

Jaeger and Burberry Boboli, both of them, were driven by the trend of the day. The lower the positioning, the lower. But the difference is that the Burberry Group PLC (BRBY.L) Boboli group, in the hands of the two chief executive Rose Marie Bravo and Angela Ahrendts, not only brought back to life, but also focused on luxury again, and through the discount and younger strategy, the company not only became more and more high street, but also failed to capture young consumers, but because of its erroneous strategy, it lost the middle-aged and high quality customers.

In 2003, the brand was pferred from Coats Viyella (formerly Coats Paton) to the former chairman of the Queens Park Rangers F.C. queen Park Parade in the Premier League and the British football club. The brand already has about 250 stores around the world.

{page_break} Richard Thompson took over and failed to change the fate of Jaeger. Until Harold Tillman took over the brand in the following year, the industry believed that Harold Tillman could be the only candidate to restore Jaeger's past luster with its resources and industry experience as chairman of the British Fashion Association.

However, Harold Tillman has not failed to restore Jaeger, and even its own brand name Aquascutum yatshi Dan, which has been held up for a while. Finally, in May 2012, Aquascutum sold its agent to its agent, Hongkong trading company YGM Trading Limited (HK:0375) YGM trading company at 15 million pounds, while the Jaeger sold 90% of the majority stake to 19 million 500 thousand pounds for the private equity fund of the British private equity company.

Aquascutum and Jaeger, the former owners of the two brands, and Harold Tillman, former chairman of the British Fashion Association, still hold a 10% stake in Jaeger.

Just like Jaeger, Aquascutum has changed hands this year to mainland China enterprise Jining Ruyi Investment Co., Ltd. (Ruyi investment), Ruyi investment is Shandong Ruyi group (hereinafter referred to as Ruyi group) Affiliated Companies, and Shandong Jining Ruyi wool textile Limited by Share Ltd (SZ:002193) holding company.

Previously, Ruyi group Shandong Ruyi science and Technology Group Co., Ltd. (hereinafter referred to as Ruyi Technology) has acquired the Sandro Maje SMCP SAS multi CNC shareholding of light luxury clothing brand, and Ruyi investment is also a major shareholder of Ruyi technology.

Aquascutum's new paction price is US $117 million, or HK $907 million 900 thousand.

After Better Capital took over, she quickly soliciting Esprit Holdings Limited (HK:0330) Sijie Global Holdings Limited, NIKE Inc. (NYSE:NKE) Nike group, Marks&Spencer Group PLC (H), Martha retail department, and the senior retailer of the company.

When Colin Henry took over the brand, he said in a magazine interview that the brand has rarely used natural fibers in the past few years, and continued multi-channel and high discount price cuts, so that the original Jaeger high-end customers think Jaeger has lost its original premium.

Tony Glenville, London College of Fashion, creative director of the London Fashion Institute at University of the Arts in London, once served as Jaeger brand consultant, said Jaeger's value is the label of its history and British Royal certification, and the brand has not focused on rebuilding it as a basis.

According to Better Capital, the fund has invested 66 million pounds in Jaeger in the three years since it took over. Despite the increase in brand income in the fiscal year ended February 2015, the company's annual loss still stands at 15 million 400 thousand pounds, which is narrowed by 400 thousand compared with the previous year, but it narrowed considerably compared with 35 million in the 2012 fiscal year.

Although Better Capital has hired consultant AlixPartners to consider the future of Jaeger and estimate its brand value by 37 million, the private equity fund declined to comment on whether it was ready to sell the brand.

Against this background, Better Capital decided to move Jaeger out of its flagship store in Regent Street, London.

At that time, the market thought that the future of Jaeger was bleak. The owner of Harold Tillman, once the owner of the brand, said "grieved" about the status quo of Jaeger. The market said he might consider buying back.

According to the company's Companies House data, Jaeger earned 78 million 400 thousand pounds in the previous fiscal year, down 6.9% from the 2015 fiscal year and 5 million 400 thousand pounds before the tax deficit.

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