Ida Yttergren: the Entire clothing industry is reeling

– For previous customers who dealt with the chain during the 1990s and the early 2000s, the will the news probably not as a bigger surprise. The chain, which in particular has been great in jeans, have kept a low profile for a long time. Already in 2013, it was sold unprofitable JC of klädkoncernen RNB, including own Brothers and Polarn O. Pyret, to the chinese group Denim Island AB When the first stores opened three years ago got the green light for a reorganisation of the business were given the opportunity to correct the bleeding company. Now seems all the effort to save the chain have failed.

– Several large clothing chains like H&M, Kappahl, MQ and Lindex have had problems with the sales for longer periods of time. The latter three have all changed ceo during the past year in the hope that a new leadership, to get the spin of the shops. At the same time, according to figures from the Swedish trade that the entire industry is reeling.

– An explanation that has been recurring is that social media contributed to a competition as a way to show identity. The clothing industry also compete on the customers ' time and money with things like smart phones and experiences. This at the same time that sustainability has become an increasingly important issue.