With the rise of the national tide, the ice and the fire will be doubled.
Editor’s note: This article is from the micro-channel public number “investment community” (ID: pedaily2012) , Author: Wen Dan Zhang Jiwen.
It’s not just Iger, those fashion brands that have drifted through memories such as Jeanswest, GAP, ESPRIT, La Chapelle, etc. have already fallen before dawn and gradually disappeared from public view.
Caught off guard, another well-known womenswear brand fell.
The investment community was informed that on the eve of the Double Eleven promotion, the Shanghai Bankruptcy Court’s official account released a Double 11 special on November 10, referring to the bankruptcy and liquidation of Shanghai Aige Clothing Co., Ltd. (hereinafter referred to as Aige). Dispose of assets at a special price of “10% off for the whole house”.
Clearance sale? As soon as the news came out, netizens quickly exploded. “A wave of memories! When I was in school, I remembered that there was a Bai Fumei in our class. I bought a plaid coat from Iger for more than 1,000 yuan. It was a brand that our poor students could not reach because the style was really good. The colors are also beautiful.” A netizen in Weibo wrote in this way, which triggered a large number of followers.
On November 13, Iger responded to this matter on the official account. Iger said that the store mentioned on Weibo is the women’s clothing line sold by the French Iger Group in China in 2018, which is no longer in the group’s current business scope. The bankrupt company is the garment line, and the underwear line will return.
Iger was originally a French company. Since 1994, Iger opened its first physical store in Shanghai. In the past 20 years, Iger has 3,083 stores in China, and its status has never been shaken. But from the rampant expansion to the closing of stores, now that China has completely bid farewell to China, Iger has been retreating all the way, which is unavoidable.
In fact, not only Iger, but those fashion brands that have drifted through memories, such as Jeanswest, GAP, ESPRIT, have already fallen before dawn and gradually disappeared from public view.
Another clothing brand falls:
With 104 years of brand history, such as This one discount sale
The once-popular clothing brand Iger eventually ended in bankruptcy.
On November 10, the WeChat official account of the Shanghai Bankruptcy Court announced that the Shanghai Bankruptcy Court ruled to accept the (2019) Hu 03 Po No. 155 Shanghai Aige Clothing Co., Ltd. bankruptcy liquidation case, disposing of assets at a special price in Taobao shop, and its bankruptcy information Make it public.
In fact, Iger’s bankruptcy proceedings had already begun a year ago. In July 2019, Shanghai Luzhou applied to the court for bankruptcy liquidation on the grounds that Iger could not pay off its due debts. In October of the same year, the court issued a civil ruling, ruling to accept the bankruptcy liquidation of the debtor, Iger, and appoint an administrator.
The news of Iger’s closing was not public, so everyone didn’t know. Today, the Shanghai Bankruptcy Court has guided the administrator on the day of “Double Eleven” to realize the assets of Iger for the first time by opening a store on Taobao and using the “cloud selling” model.
The reason why the manager adopts the Taobao shop selling method is because Iger’s main asset is the clothes in shopping malls all over the country, and the inventory is huge. In order to protect the interests of all creditors, the administrator, under the guidance of the collegiate panel, tried for the first time to open a store and sell goods on the Taobao platform.
It is reported that on the day of Double Eleven, the products of the “Shanghai Iger Manager Specialty Store” were robbed by consumers shortly after they went online. On that day, the shop attracted more than 84,000 page views, nearly 6,000 visitors, and more than 400 orders were sold. The first batch of more than 400 pieces of clothes on the shelves were quickly sold out.
Sky Eye Check shows that Shanghai Aige was established in July 2001 , The registered capital is 17.03 million U.S. dollars, and the legal representative is Lv Yixun. At present, Shanghai Iger has associated dozens of pieces of information on executed and untrustworthy persons. Shanghai British Model Garment Co., Ltd. was also ruled to enter the bankruptcy liquidation process with Iger. , Which was a branch company established by Iger when it entered the Chinese market in 1994. The investment community found that all branches of Iger had been cancelled, and Lu Yixun also received multiple consumption restrictions.
Iger, with a 104-year brand history, has witnessed the youthful memories of most girls born in the 80s and 90s. At first, with the brand’s strong supply chain and good R&D and positioning, it achieved good development in the Chinese market. Now it ended with closed doors, making many netizens sigh.
On November 13, Iger responded to this matter on the official account. Iger said that the store mentioned on Weibo is the women’s clothing line sold by the French Iger Group in China in 2018, which is no longer in the group’s current business scope. This means that when the ready-to-wear line leaves, the original underwear line will return.
26 years in China,
Has opened more than 3,000 stores in China
As one of the first overseas clothing brands to enter the Chinese market, Iger’s position cannot be shaken.
According to public information, Iger originated from the opening of the first retail store named “ETAM” opened in Berlin by German businessman Max Lindemann in 1916, initially selling underwear and socks. At that time, in order to reduce the risk of Iger’s development in overseas markets, Lindemann came up with a way to transfer Iger’s operating rights to local partners through franchising.
Relying on this model, at the end of 1994, Iger Group established a branch in China-Shanghai Ying Model Garment Co., Ltd., and opened its first offline store in Shanghai in January 1995. In the following five years, Shanghai Ying Model Garment has absorbed the successful experience of French Etam, and changed all sales outlets from the form of exclusive stores to set up counters in well-known shopping malls.