Ralph Lauren passes the $8 billion mark for the first time, Chanel returns to growth and Kontoor Brands sells Lee for $1 billion, while domestically, s.Oliver Group secures the Baldessarini brand rights – a week in which quarterly figures and acquisitions dominated the headlines.
Meanwhile, a pair of jeans from the Bavarian manufacturer Manomama with the inscription “FCKAFD” is making waves far beyond the industry, and Louis Vuitton and Gucci are causing a stir with cruise shows in New York. In retail, Breuninger, Zinser and Inditex are expanding, while new concepts are being tested at the trade fairs in Münster and Riva del Garda.
Business
Business figures
The reporting season brought a number of strong results: Ralph Lauren exceeded the $8 billion mark in annual sales for the first time in fiscal year 2026, driven by strong performance in the fourth quarter. Urban Outfitters reported first-quarter net sales of $1.48 billion, up 11.4 percent and a record profit. VF Corporation also reported a return to sales growth. Pepco Group recorded significant profit growth in the first half of 2026 and is pushing ahead with Western European expansion.
A differentiated picture emerged in the luxury segment: Richemont increased sales in the 2025/26 financial year, driven by the jewelry business, and announced new share buybacks and a higher dividend. Chanel returned to growth despite a slowing overall market, driven by Europe and America. LuxExperience confirmed its full-year forecast; The Mytheresa platform recorded a sales increase of 5.6 percent in the third quarter of 2026.
Birkenstock continued to grow by 19 percent, but Wall Street is increasingly doubting the company’s luxury ambitions. A current study on the future viability of German brands sees Adidas as a clear top performer, while Zalando is ranked at the bottom of the fashion industry.
Deals and acquisitions
Kontoor Brands is separating from Lee: the brand is going to Authentic Brands Group for up to one billion US dollars in order to sharpen the portfolio and focus growth. In the German-speaking market, the s.Oliver Group secures the trademark rights of Baldessarini. Giambattista Valli buys back the shares of the Pinault holding Artémis and takes back full control of his Paris fashion house. Joachim Beer acquired 95 percent of the shares in Ready Garment Technology Italia, a finishing specialist. Shein is reportedly acquiring US clothing brand Everlane for around $100 million.
However, Puig did not reach an agreement: the company ended merger negotiations with Estée Lauder without any result.
Strategy and crises
Dior is rethinking its pricing policy to win back customers lost through previous price increases, focusing on creative renewal and more accessible positioning. On the other side of the spectrum, DSSLR, the sportswear brand owned by Puma grandson Christoph Dassler, filed for bankruptcy. Bally is stopping its Swiss production and laying off 27 employees; the unions fear further cuts. The Mexx brand, on the other hand, is returning to the DACH market with a new sales agency and a realignment; the spring/summer 2027 collection has already been presented.
fashion
Collections and shows
Louis Vuitton presented its Cruise 2027 collection in New York, combining ruffles, biker leather and the pop art of Keith Haring for a star-studded evening. Gucci also chose Times Square as the stage for its Cruise show under creative director Demna Gvasalia and presented a glamorous collection with a clear urban fingerprint.
Sports, collaborations and streetwear
Zalando is expanding its sports commitment: Starting in July, the e-commerce giant will be the official partner of the DFB Cup for women and men and the Google Pixel Supercup for women for four seasons and at the same time a top premium partner of the Belgian Football Association until 2030. Adidas and the Berlin sneaker label Overkill are releasing two DFB-inspired sneakers from the ZX series, the design of which is based on the national team jerseys. Crocs and Red Bull Racing launch a limited-edition, motorsport-inspired footwear collection in two models.
With a view to the 2026 Football World Cup, an industry report warns: Rising jersey prices are driving more and more fans to buy counterfeits and thus finance criminal networks. In its current watchlist, Ebay analyzes the fashion trends for summer 2026 on the second-hand market.
Attitude and research
The Swabian manufacturer Manomama received a special response this week: its “FCKAFD” jeans were produced as a symbol against right-wing extremism and went viral. Meanwhile, a current H&M study examines how young adults in Germany experience fashion between self-expression and social pressure – a topic that continues to fuel the debate about the function and meaning of clothing.
Personal details
Authentic Brands Group is reshaping its leadership: Matt Maddox is promoted to President and Chief Executive Officer, and Jamie Salter is moving to the role of Executive Chairman. There is a sporting personnel change in the same corporate environment: Puma appoints the former Snipes managing director Dennis Schröder as Managing Director Europe; He will take up his new role on August 17th.
There will be a generational change at the Oberalp Group from June 1st, 2026: Ruth Oberrauch will take over the presidency from founder Heiner Oberrauch, who is withdrawing from operational business. Seidensticker brings in Ricardo Meyer as Eterna’s new International Sales Manager for Menswear to expand international sales. Marc Cain managing director Patric Spethmann spoke in an interview about his management philosophy and the current challenges in the industry.
Former Galeria finance director Christian Sailer is moving to Peek & Cloppenburg Austria/CEE as managing director. Jonathan Andic, son of Mango founder Isak Andic, was arrested in Barcelona.
retail
There is significant expansion in stationary retail: The Zinser fashion house is opening its twelfth location in Pforzheim in 2028 – on 6,000 square meters over five floors. Inditex is bringing its low-cost brand Lefties back to France to specifically compete against Shein with low prices and basics. Premiata is expanding its presence in Berlin’s KaDeWe with a new women’s boutique and an enlarged men’s area.
Breuninger is continuing its digital expansion course: with new web shops in Denmark, Sweden and Romania, the Stuttgart fashion house is now represented online in 13 European countries. Mystery shopping in fashion retail is changing from a control instrument to a coaching tool: retailers are increasingly using the findings for targeted training and personnel development. A Swiss example of consistent realignment is the Kalea Fashion Store, which has developed from the Marc O’Polo franchise into a curated shopping experience.
Measure
The Unitex Fashion Festival in Münster is establishing itself as a strategic intermediate space for the industry: Aside from the classic pressure of orders, the format offers exchange and orientation that appeals to exhibitors and buyers alike. After its restart, the OutDoor trade fair celebrated a successful premiere in Riva del Garda with over 8,000 trade visitors and 250 exhibitors – a signal that the format is working under a new roof.