A brand with once coveted appeal has unfortunately pulled off a complete 180. Sinking too quickly in their own poor choices has created circumstances I assume to have been unforeseen. What was never a luxury brand, attempted a luxury brand route while trying to hold onto past protocols.
Getting away with collections comprising of 20% appealing designs and 80% non-appealing is usually accomplished through end of season sales (70%+ off). Yet here we are today, not only the current SS25 (which didn’t even appeal to retailers) but as well FW24, SS24, FW23, SS23, FW22, SS22 and FW21 collections sitting on MS with most if not all items in full stock. Full stock we know well will not go on sale.
Designs have gone from desirable to laughable. Prices have gone from while not all that reasonable to absolutely ludicrous. Last but not least, material choices have abandoned what was once the core strength and identity of the brand to cheap undesirable alternatives. J70-BU being the only exception imo.
Moving forward what would be the best course of action for ACRNMs survival? Offloading MS stock at warehouse sale prices? Reverting back to what they know works (2012-2017) vs. taking risks only luxury brands can afford to take? What’s your opinion and where do you think the brand is headed? Is E going to sink with his ship as captain or take an EscapePodǽ back to safety..
