Overseas Acquisitions Of Apparel Industry

Although these domestic clothing brands are full of confidence after mergers and acquisitions, whether they can operate well or not is a process that needs to be accumulated in many ways.

Recently, the clothing industry also has overseas.

Event.

This year's Shenzhen apparel brand, named Laur, recently announced the acquisition of the German high-end women's clothing brand, "Laur L" and its mainland operation company, for 84 million 60 thousand yuan. It will buy the Laur L's mainland business in real terms, have independent design rights and production rights, and will also have the preferential right of Laur L in the global region, thereby forming a global strategic cooperative relationship.

According to the plan announced by George's, in the next three years, 100 new independent shops of Laur l brand will be opened up, which will join forces and complement with the channel's brand, and share resources in supply chain management.

In the past two years, domestic clothing brands have not only acquired overseas brands, but earlier this year, the men's clothing listed company card slave road company bought 51% of Italy DirkBikkembergs company for 40 million 680 thousand euros. Last year, Mass Phil, a high-end women's clothing brand from Shenzhen, bought the Italy brand Krizia with a market value of 500 million US dollars, while another apparel listed company, LAN Zi, bought 180 million of Korea's largest infant clothing brand AGABANG through the Korean subsidiary.

These overseas acquisitions of domestic clothing brands are different from that of Fosun and other overseas fashion brands. Fosun has invested in the Greek fashion brand FolliFollie, the high-end women's clothing brand St.John, Italy's high-end Menswear Caruso and German fashion brands.

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Overseas mergers and acquisitions of clothing brands are expected at home now.

If the overall prosperity is not enough and competition is already fierce, it will enrich its own product mix and enhance its brand image. This can be seen from the high-end brand selected by the domestic clothing brand choice.

On the other hand, it also hopes to enhance the popularity of overseas and achieve the docking of domestic and foreign markets, and help to expand the international business.

And over the past two years, more and more clothing companies have landed in the capital market, providing them with the ability to acquire high-end brands abroad. Listing has provided financing channels for these Chinese enterprises, prompting them to actively change their strategic layout.

But is it possible to buy one or two high-end fashion brands to build their own high-end fashion group? Although these domestic clothing brands are full of confidence after the merger, how many high-end brand flagship stores will they open in the country, or even go abroad?

But whether it can be operated well or not is a process that needs to be accumulated in many ways for domestic enterprises. However, in terms of brand, it is still necessary to see how enterprises relocate themselves after mergers and acquisitions, and whether they can create new value after brand superposition. In addition, they also test the comprehensive operation ability, management ability and even talent team of related enterprises.

Moreover, it is not only to keep a firm foothold in the field of high fashion.

The capability of upstream, from the supply of high-end raw materials, the ability to design with international standards, and the superiority of production capacity are crucial.

Therefore, for Chinese garment enterprises, the acquisition of foreign high-end clothing brands is only the first step.