Luxury, Retail, FMCG and Media News & Trends: Nov Week 3

1. Business Moves

i. Apparel Brands to Acquire Majority Stake in Hype

Apparel Brands acquired a 60% stake in the UK fashion brand Hype, with an option to purchase the remaining 40%. The acquisition aims to expand Hype’s appeal to families, with a focus on offering stylish, affordable, and functional options for children, teens, and their families. Key strategies include leveraging the brand’s popularity with younger audiences and enhancing its retail presence both on the high street and online.

Takeaway: This acquisition builds on Hype’s strong presence in youth fashion and accessories, particularly within the kids’ and streetwear markets. The brand’s resurgence, following a period of administration, positions it for growth under Apparel Brands, which also owns several notable fashion labels.

ii. Youngor to Acquire Childrenswear Brand Bonpoint

French luxury childrenswear brand Bonpoint is in advanced negotiations to be sold to the Chinese conglomerate Youngor Group for approximately €200 million. Youngor, a major player in China’s textile and apparel industry, is expanding its portfolio and has previously acquired a minority stake in Alexander Wang. Bonpoint operates 130 stores globally and has a strong presence in China. It found success with its beauty line, which contributes significantly to its revenue.

Takeaway: The sale could signal a shift in strategy for Bonpoint’s current owner, EPI, which may be refocusing on other sectors. This move follows a broader trend of Asian interest in French childrenswear, with another brand, Smallable, also set to be sold to a Hong Kong investment firm this year.

iii. LVMH Takes Minority Stake in Eyewear Brand Mykita

LVMH took a minority stake in German eyewear brand Mykita through its eyewear entity, Thélios. Although financial details were not disclosed, the partnership will allow Mykita to remain operationally independent while benefiting from LVMH’s global presence and resources. Mykita, known for its handcrafted eyewear and innovative materials, has made strides in sustainability, including using bio-based acetate and recycled steel in its frames.

Takeaway: This investment aims to enhance Mykita’s position in the eyewear market, which is expected to grow significantly, driven by changing consumer preferences and demand for stylish accessories. The deal strengthens LVMH’s role in the growing eyewear sector, complementing its existing portfolio.

iv. Teenieweenie Ranks Eighth in 11.11

Chinese womenwear brand TeenieWeenie has seen a surge in performance, ranking eighth in the Tmall “Double 11” pre-sale sales rankings for women’s clothing, just behind brands like Bosideng and Uniqlo, reflecting growing market competitiveness and consumer recognition.

Takeaway: Analysts believe that TeenieWeenie has successfully transformed in recent years by focusing on high cost-effectiveness and a diverse fashion strategy, repositioning itself as a trendy choice targeting younger consumers. With products priced between 200 to 600 yuan, the brand has effectively attracted attention and sales through deep discounts and live-streamed sales, particularly on online platforms like Douyin. Interestingly, some views suggest that TeenieWeenie’s strong performance is also attributed to its position as a more affordable alternative to Ralph Lauren.

2. Marketing and Advertising

i. TikTok Updates

TikTok has introduced several new tools and guides, including:

• AI tool Symphony Creative Studio:
  • What: Helps marketers create video content for the platform without requiring advanced video production skills.
  • How: The tool generates TikTok-style videos based on product descriptions or URLs, using images, sounds, and scripts inspired by top-performing TikTok content. It also offers options like digital avatars for narration and videos in different languages to expand reach.
  • Pros and Cons: While the AI-generated videos may require some customisation, this tool simplifies video creation and makes it easier for brands to align with popular TikTok trends.
• Affiliate marketing capabilities:
  • What: Creators can add affiliate links directly to their posts. These links appear in the comments section, allowing creators to earn commissions by driving direct traffic to product pages.
  • Pros and Cons: This update simplifies the connection between brands and creators but may present brand risks, as promotions are not pre-vetted by the brands, though they can remove links afterwards.
• Sports Marketing Guide:
  • What: Helps marketers leverage sports-related content for campaigns in 2025 by offering key insights into how users engage with sports on the platform. It also provides strategies for creating effective sports-related campaigns, including creative tips and structural advice to maximise engagement throughout major sporting events.
  • Significance: The guide comes amidst the rise of “SportsTok” communities.

ii. Threads Updates

Instagram announced several updates:

• Threads to be separated from Instagram:
  • Why: The platform has faced challenges due to its close integration with Instagram. Threads’ content approach has been critiqued for lacking real-time updates and a reliance on post engagement, which is similar to TikTok’s algorithm. This creates a stale experience, particularly when compared to platforms like Twitter, which thrives on breaking news. Meta seems to be aiming for a more “friendly” version of X (formerly Twitter), prioritising engagement and entertainment over real-time relevance.
  • What: Threads will still utilise Instagram data to influence its “For You” feed, though it will remove Instagram-based recommendations from the onboarding experience.
• Potentially introduce ads to Threads earlier than expected:
  • What: While Meta denies a specific timeline for ads, reports suggest ads could be introduced as early as next year.
  • Significance: Given the app’s growth and potential competition from other platforms like Bluesky, there could be an opportunity to position brands on the platform once ads are launched, but it’s still unclear when that will happen.

iii. Google Updates

Google now includes new advertising options for Shorts that offer innovative ways for brands to connect with audiences.

• New interactive ad formats:
  • Sticker ads: Interactive ads that display a single product image. Viewers can tap to explore a carousel of products, fostering higher engagement.
  • Animated Image Ads: Product images pop up sequentially, providing a dynamic alternative for promotions without requiring video content.
• Enhanced Campaign Customisation:
  • Brands can now run campaigns exclusively in the Shorts feed or choose horizontal creative for their promotions, leveraging format buying controls.
  • Early pilots are testing Shorts-specific buying options for performance-driven campaigns.
• Creator Partnerships:
  • A new “Creator Partnerships” tab streamlines influencer and affiliate marketing management.
  • Partnership ads on creators’ channels have shown up to 20% higher conversion rates in Shorts compared to branded ads.
  • Tools like a video linking API and creator tagging simplify collaborative ad efforts.
• Audience and Performance Enhancements:
  • Google is refining audience targeting by incorporating Shorts view durations into its data.
  • Third-party sales lift measurement for Shorts ads is in development to track impact more effectively.

3. People Moves

LVMH: Bernard Arnault, Chairman and CEO of LVMH, initiated a significant leadership reshuffle at the world’s largest luxury conglomerate, which involved the appointment of six senior executives to new roles.

• Alexandre Arnault (Bernard Arnault’s son) moves from Tiffany to become Deputy CEO of the Wines & Spirits division, signalling both trust and a potential test in a challenging role.
• Jean-Jacques Guiony was promoted to President and CEO of Moët Hennessy, replacing Philippe Schaus.
• Maud Alvarez-Pereyre was appointed Executive Vice President of Human Resources, succeeding Chantal Gaemperle, and joining the Executive Committee in December 2025.
• Charles Delapalme will transition to CEO of Hennessy, leaving his current role at Christian Dior Couture.
• Cécile Cabanis will become LVMH’s Chief Financial Officer.
• Guillaume Motte, CEO of Sephora, will join the Executive Committee.

The reshuffle hints at family succession strategies, but market observers see the plan as unclear, with each Arnault sibling being strategically placed across key divisions.

Chanel: Sophie Brocart, the current CEO of Patou under LVMH, is transitioning to a newly created role at Chanel focused on circularity. Since 2018, she has been pivotal in revitalising the Patou brand and mentoring young designers as part of the LVMH Prize initiative. Her move signals Chanel’s increased focus on addressing sustainability challenges in luxury, particularly in navigating the resale market—a space where the brand has traditionally been cautious due to concerns over counterfeit goods. While specifics of her new role remain unclear, this development highlights the growing importance of circular practices in luxury as brands strive to align with consumer demand for environmentally responsible initiatives.

Phillip Lim: Phillip Lim stepped down from his role as Creative Director of the New York fashion label 3.1 Phillip Lim, which he co-founded, marking the end of an era for the brand. Phillip Lim’s exit highlights several industry dynamics:

• Leadership Transition Impact: Lim’s departure casts uncertainty over the brand’s identity and future, as his creative vision was central to its global success and recognition as a leader in accessible luxury.
• Legacy and Challenges: The brand, which has consistently stayed independent and avoided external investments, faces scepticism about sustaining its position without its iconic founder amidst a competitive landscape.
• Industry Shifts: The broader decline of New York’s fashion influence and the transformation of fellow Asian-American designer brands (e.g., Alexander Wang, Jason Wu) reflect challenges in maintaining long-term relevance.
• Evolving Consumer Tastes: Emerging US brands like The Row and Khaite are gaining momentum, signalling shifts in consumer preferences toward newer aesthetics.

Discover More Industry Trends with JC

For the latest industry trends or to explore new career opportunities, connect with our luxury & retail recruitment consultants for a chat. With executive search firms in Singapore and China, and operations in key business hubs like Hong Kong, you can count on our team for timely access to regional insights that can create synergy for your career and operations.

For employers: Beyond the luxury, retail and consumer goods industry, we also have dedicated desks for several sectors that enables us to meet your varied recruitment needs:

• HR recruitment
• Legal recruitment
• Financial services recruitment
• Tech recruitment
• Life sciences recruitment

Image Credits:

• Mind Retail
• LVMH