Despite several decades of success, this fashion label could bow out this year. Laetitia Casta was the face.
Umpteenth blow for the ready-to-wear industry. Already well -bitten, French fashion has one more victim among the injured counted. Thus, a few days ago, this three -color brand requested its investment in receivership after 38 years of existence. The verdict fell on September 25. It is her poor financial situation that pushes her shareholders to give it up to new buyers.
We know her for her free, sassy DNA, nonchalantly sportswear, rock’n’roll and rebellious. The clientele is a bit of Paris, definitively urban. On the style side, the standard cloakroom of the claw is characterized by neutral or even dark colors, such as black or gray. Because for this brand which is now claiming a specialist in tailoringit is the habit cutting that seduces the informed eye, more than a flashy color. Originally, she dresses children inspired by the style of the big ones. But gradually, it widens with a line for women (1999) then for men (2003); So much so that she ends up dressing the whole family. You will understand, this is the brand Ikks.
Born in 1987 under the leadership of Gérard Le Goff, the Loire brand is now unable to honor its debts. If its financial difficulties date back to 2018, the COVVI-19 crisis, with its imposed confinements, has not arranged anything in the situation. A forfeiture that obviously accelerated with the rise of the ultra fast fashion and the second hand … But not that: the war in Ukraine also weakened production – the country being strategic in terms of costumes, coats, parkas for the label.
However, the claw had thought of a 360 ° plan to return to the top. Two years ago, the leaders set up a recovery plan to try to reverse the trend. Stylistic, marketing and financial efforts are increasing. Ikks Rethole his identity: for the first time in forty years, the logo has changed. In February 2024, a job safeguarding plan (PSE) was engaged to try to preserve the maximum number of employees: 202 stations out of 1328 were abolished and 77 shops on 604 ferments on French territory. The same year, a new director of style was named: Nikita Leone. But nothing helps: the debt continues to worsen (172 million euros before renegotiation in 2024, according to our colleagues as Fashion Network).
However, history is not over: the initiation of a receivership procedure does not mean that the brand is necessarily doomed to disappear. If nearly 1000 jobs in France are threatened, it is enough that a buyer activates the right action plan for the claw to come back stronger than ever. Will Phoenikks are reborn from the ashes? Case to follow very closely.
