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Article: Lacroix's survival strategy. (Christian Lacroix fashion house)
- Article from:
- WWD
- Article date:
- December 14, 1993
- Author:
CopyrightCOPYRIGHT 1993 Conde Nast Publications, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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PARIS -- While the fashion rumor mill here grinds out speculation about whether money-losing Christian Lacroix has a future, the house has launched an ambitious survival strategy.
Lacroix's new moves hinge on a highly accelerated development of its licensing activities. Led by managing director Robert Bensoussan-Torres, Lacroix is charging ahead with licenses for:
* A new, less expensive sportswear line called Bazar de Christian Lacroix, with a target of $25 million in annual sales.
* A new handbag, collection for abroad distribution, produced by Louis Vuitton.
* A new European distribution arrangement for the house's fashion jewelry.