Fashion Network wrote yesterday the breaking news regarding Fosun International beating Mayhoola in a last rush for acquiring the French brand.

Lanvin is a heritage brand, founded in 1885 and renown for its highly sophisticated style, drape dresses and for the fragrance Arpège.

Bought in 2001 by Taiwanese entrepreneur Shaw-Lan Wang, it was relaunched thanks to the incredible passion and talent of creative director Alber Elbaz, who left in 2015 after deep disagreements on the brand management.

Lanvin is presently suffering a cash crunch and the lack of a creative direction due to several changes at the helm of the brand in the past two years.

In brief the brand is experiencing:

– Lack of creative direction

– Weak brand identity

– Dropping business performance

– Low interest around the brand from the press and opinion leaders

– Brand exhaustion

On the fashion side Fosun owns Greek jewelry Folli Follie, Italian menswear Caruso and US knitwear brand St. John.

Quite a group of brands rather than a fashion group.

Which is the strategy of Fosun for Lanvin?

Does wealthy Fosun have skills, expertise, knowledge to set up the relaunch of this disgraced brand?

Or is it just for publicity?

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