Core Viewpoint - Dazzle Fashion has decided to close its underperforming men's brand RAZZLE by August 31, aiming to reallocate resources towards its women's clothing business [1][4]. Group 1: Brand Performance - RAZZLE, launched in 2017, was intended to target quality-conscious male consumers aged 25-40 but has failed to gain significant traction, with revenue never exceeding 50 million yuan and consistently accounting for less than 2% of Dazzle's overall revenue [3]. - In 2024, RAZZLE's revenue declined by 11.79%, contributing to Dazzle's overall revenue drop of 16.23% to 2.219 billion yuan and a net profit decrease of 38.52% to 304 million yuan [3][5]. - The number of RAZZLE stores decreased from 22 to 18, part of a broader trend where Dazzle closed 147 stores in the same year [3]. Group 2: Strategic Shift - The decision to shut down RAZZLE is part of a strategy to focus more on the women's clothing segment, which has also faced challenges, as all women's brands under Dazzle reported revenue declines in 2024 [4][5]. - Dazzle's main brand, DAZZLE, saw an 18.37% revenue drop to 1.163 billion yuan, while the high-end line DIAMOND DAZZLE fell by 17.78% to 120 million yuan [5]. - The competitive landscape for women's fashion is intensifying, with both domestic and international fast-fashion brands increasing their presence, posing significant challenges for Dazzle as it seeks to revitalize its performance through a focus on women's clothing [5].