一家50亿潮牌宣布破产

Core Viewpoint - The article discusses the rise and fall of NGG (New Guards Group), a once-prominent Italian fashion conglomerate, and its flagship brand Off-White, highlighting the challenges faced by trendy brands in maintaining long-term success [2][6][8][12][14] NGG's Rise and Fall - NGG was founded in 2015 by Claudio Antonioli, Marcelo Burlon, and Davide De Giglio, quickly gaining traction by leveraging social media and celebrity endorsements [3][6] - Off-White, a brand under NGG, became a global phenomenon with annual sales growing 21 times in 4 years, reaching over €400 million in 2020 [8] - NGG was acquired by FARFETCH for $675 million in 2019 but faced financial difficulties, losing Reebok's European distribution rights and eventually filing for bankruptcy [2][9][13] Off-White's Decline - Off-White's influence waned after the death of its founder, Virgil Abloh, and its acquisition by LVMH, leading to store closures and a decline in brand relevance [14] - The brand's high pricing strategy, with T-shirts costing up to ¥3000, initially attracted attention but failed to sustain long-term consumer interest [7][14] Industry Trends - The article highlights a broader trend of trendy brands facing challenges, with examples like Superdry, Champion, and Supreme experiencing declines in market relevance [16][17] - The rise and fall of these brands underscore the difficulty in balancing niche appeal with commercial success, as consumer preferences evolve rapidly [17][18] Consumer Behavior and Market Dynamics - Trendy brands often rely on social media and celebrity endorsements to gain initial traction, but maintaining long-term success requires addressing fundamental business issues like supply chain management and profitability [18] - The article suggests that the current market environment is particularly harsh for trendy brands, with many facing bankruptcy or restructuring [18][19]