Sex Appeal Is Poison. The Most Luxurious Underwear Brand In The World Is 1/4.

In early 2018, Italy's top luxury underwear brand La Perla will be reorganized again.

The brand said it will continue to focus on the core business of men's and women's underwear, pajamas and swimwear, and maintain investment in Bologna headquarters in Italy to ensure product quality and speed of international market supply.

However, the La Perla plan to cut 100-120 employees in Bologna headquarters and factories means that at least 430 of the 430 employees will lose their livelihoods. The brand said in a statement that they urgently needed to restructure the company's management by restructuring costs and restarting brands.

Union Union Cgil-Cisl-Uil has expressed strong opposition to layoffs, and workers immediately gathered outside the factory to protest and strike for 16 hours.

La Perla, founded in 1954, was sold by the founder of Ada Masotti's Alberto Masotti in 2007 to a 70% stake in JH Partners LLC, which was further controlled in October 2008. In the middle of 2013, Pacific Global Management, a Italy Telecom tycoon Silvio Scaglia Sculley's family holding company, defeated the Italy underwear group Calzedonia SpA, and purchased the La La from JH Partners LLC for 69 million euros.

The German Lars Windhorst Sapinda Holding BV, a private Holdings Company in Germany, acquired the full stake of La Perla in February 2018, ending the control and operation of Pacific Global Management against the brand for nearly 5 years. Prior to the spanaction, Fosun International Ltd (0656.HK) had conducted exclusive negotiations with La Perla, but the two sides could not reach a consensus on the spanfer of production lines. Fosun international hoped that La Perla would be put into operation in China, but the brand side insisted on preserving two major Portuguese and Portuguese production sites.

In May of this year, La Perla issued 5 million 100 thousand new shares to external investors with a valuation of 450 million euros, raising 23 million euros.

Now the chief executive of the brand is Burberry Group PLC (BRBY.L) Pascal Perrier, former chief executive of Bob Lee, and the chief designer is Alessandra Bertuzzi.

The loss of La Perla is exactly the same as that of the world's largest underwear brand Victoria 's Secret Vitoria's Secret desperation. Millennial brands relying on "sexy" as the main selling tool are encountering the resistance of the younger generation. Author: Lin Biying