LVMH Group Will Sell Its American Fashion Brand DKNY.

According to foreign media, LVMH group will sell its American fashion brand DKNY.

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After nearly a year after the founder of Donna Karan resigned from the helm of DKI, the brand company, LVMH group began negotiations on the sale of the brand.

Last April, Maxwell Osbourne and Dao-Yi were appointed creative directors of DKNY to replace DKNY, who resigned voluntarily.

Executive vice president, Jane Chung, in the spring of 2016

They presented their first series for DKNY.

The two designers are also in charge of their own fashion brand Public School. Analysts believe that in the current fashion retail downturn, Maxwell Osbourne and Dao-Yi have multiple roles, which may have a negative impact on DKNY's business.

Citing the US media, the DKNY brand, in the seven months in which Maxwell Osbourne and Dao-Yi were in charge, revealed that the LVMH group was disappointing in terms of its brand performance and finally decided to sell DKNY. However, the group's target buyer was an American buyer and did not plan to disclose its global bid.

"DKNY is a large fashion brand in the United States, but all efforts made by LVMH group to improve the brand value are not effective."

One insider said, "the LVMH group is already seeing buyers and is in contact with an American company for the sale of the brand, but it is not known about the outcome of the negotiations and the amount of sale."

In July 2015, Donna Karan, founder and chief designer of the DKNY parent company, resigned from her 30 years of work. At that time, the news was that the Donna Karan brand was merged to DKNY. The company no longer sought the successor of Donna Karan as the chief designer of Donna Karan, and suspended the brand clothing show and clothing series. DKI also adjusted the structure and layoffs to focus on the development of brand.

In 1996, DKI was listed on the New York stock exchange.

In 2001, LVMH Group acquired all the outstanding shares of DKI with us $243 million.

DKI's series includes DKNY, DKNY cowboy series, DKNY vitality series, DKNY underwear series and DKNY children's wear.