又一“白月光”服饰品牌落幕 艾格关闭国内线上销售渠道

Core Viewpoint - The French fashion brand Etam is officially exiting the mainland China market, marking the end of its operations after previously selling its ready-to-wear business and closing all physical stores in 2020 [1][5][8]. Group 1: Brand Operations - Etam's Tmall flagship store will cease operations on November 30, with only a few products remaining available for purchase before the closure [1][4]. - The brand has announced that orders placed before the closure date will be fulfilled, but the online customer service will only be available until December 15 [1][4]. Group 2: Market Performance - Etam has experienced a significant decline in its business in China over the past decade, with its market presence shrinking considerably [6][10]. - The brand's peak was in 2012 when it had over 3,000 retail points in China, but it faced a sharp revenue decline due to market competition and unappealing products [7][8]. Group 3: Industry Trends - The exit of Etam and the recent announcement by another European lingerie brand, Triumph, to withdraw from the Chinese market highlight a broader decline in the traditional lingerie industry [11][12]. - The shift in consumer preferences towards comfort and innovative products, such as those offered by local brands like Ubras, has contributed to the struggles of established brands like Etam [12].