First Juicy Couture, JC Penny followed, then American Apparel, and now BCBG! Are all of the clothing stores we grew up on going to abandon us? Maybe not!
Fashion house BCBG is rebranding their stores and image in an attempt to maximize sales again. As a result, more than 300 stores falling under the branches of BCBGMaxAzria, BCBGeneration, and BCBG Factory will be closing to “reorganize.”
The fashion house originatd in Los Angeles in 1989 and was extremely favored by the celebrity crowd. February 28th was the day they filed for Chapter 11 bankruptcy “listing liabilities of more than $500 million.”
"As part of our effort to realign BCBG, we made the difficult decision to reduce the total number of our retail stores," Marty Staff, interim acting CEO of BCBG, said in a news release. "For our more than 300 continuing retail and partner shops, BCBG is focused on the future by investing in our partner relationships, driving sales in our remaining stores, exploring licensing and wholesale opportunities, and expanding our digital reach," according to the Chicago Tribune.
According to the Business of Fashion, their sales have gone down over 20% in the last 3 years. This is a very significant drop considering the enormity of the company.
The good news is that the end may not be near for BCBG after all, but perhaps a momentary dark moment for a (hopefully) bright future.