Ungaro Clothing Decline: Ignorance Of Fashion Operation Rules

Many people know that the Ungaro brand is due to its popularity in 80s and 90s.

If you run a boutique in Dallas or New York, you can't sell a Ungaro skirt, then you won't have much trouble in retailing.

It is said that men love women in Ungaro skirts because the dress always reminds men of clothes worn under women's skirts.

Since the establishment of this brand by Mr. Emanuel Ungaro in 1967, business has been going on.

In 1996, for some reason, Mr. Ungaro decided to sell the brand to Ferragamo company.

Since then, the Ungaro brand has lost $15 million in debt, and Ferragamo has decided to sell the Ungaro brand.

Asim Abdullah is the only serious buyer. He was born in Pakistan and studied at Stanford University.

He was a computer engineer. He made a lot of money in the field of science and technology, but he didn't understand fashion at all.

He wants to hire the right people to do their job well, so it is possible to turn the Ungaro brand into a profit within a few years. His idea is also supported by his wife Isha.

But contrary to expectations, he did not hire the right people. He chose Mounir Moufarrige as the manager. After that, the 3 designers left the Ungaro brand, including Peter Dundas, who is now the star designer of Pucci brand.

Asim Abdullah is said to have paid $84 million for the Ungaro brand. He is still writing all kinds of checks.

Then he mistakenly chose Lindsay Lohan as the design proposal of the brand, which made Ungaro brand fall into the valley. Now no one is willing to wear the brand clothes.

In fact, his biggest mistake was that he did not understand the rules of operation in the fashion industry.

Many fashion brands let designers decide the direction of design, and C.E.O or executives are all serving designers.

Abdullah made Moufarrige decide everything.

Moufarrige always asks the designer to do his favorite design, and soon the designers can't stand his interference.

In May of this year, Abdullah hired Giles Deacon as a brand designer to let Marie Fournier run the brand.

But the fashion industry is not optimistic about the future of Ungaro brand. Many people say that although Abdullah is smart, he really knows nothing about fashion.