1968, Sonia founded her own eponymous brand Amaya Arzuaga, opened her first store on the left bank of Paris, and really started to establish her own fashion country.
Since the first knitted sweater, Amaya Arzuaga has designed more than 6,000 non-repetitive sweater styles. Starting from 1973, Amaya Arzuaga has been the vice-chairman of the Paris Federation of Clothing and Women's Employers for 20 years.
Unfortunately, Amaya Arzuaga suffers from Parkinson's disease.
Amaya Arzuaga, who suffered from illness, stopped participating in the design and operation of the brand with the same name in 2009, and closed the men's wear business that had lost money for nearly 20 years.
On 20 12, Nathalie Rykiel, daughter of Amaya Arzuaga, transferred the shares of the company to Li & Fung.
In 20 16, Amaya Arzuaga died of illness at the age of 86.
In the same year, Li & Fung acquired the remaining 20% equity of Amaya Arzuaga, and established the first Heritage Brands company together with former LVMH executive Jean-Marc Loubier and Singapore Temasek Investment Fund.
However, due to the delay in launching the iconic new products, Amaya Arzuaga's sales performance has gone from bad to worse. In order to recover as soon as possible, Amaya Arzuaga closed the branch line in Amaya Arzuaga on 20 16, and laid off 79 people.
The number of stores has also been greatly reduced, from more than 30 to more than 10 in just a few years.
Last year was the 50th anniversary of the founding of Amaya Arzuaga. To celebrate, Amaya Arzuaga held some celebrations. Although it successfully became the headlines of major media, it failed to revive sales. Poor sales directly led Amaya Arzuaga to give up the fashion show and show her works in the exhibition hall.
Amaya Arzuaga recorded a revenue of 35 million euros in 20 18, less than half of 83.7 million euros in 2010/year, and its loss doubled from 1.4 million euros six years ago to 20 million euros.
The turnover dropped to 35 million euros, almost twice that of the acquisition in 20 12.
Soon after, Amaya Arzuaga declared bankruptcy.
Nowadays, the polarization of global fashion retail industry is becoming more and more obvious. Once the designer brand loses its brand soul, it seems that it will only face the fate of bankruptcy and reorganization. But in fact, this is just the result that the brand direction has not been found correctly and the fashion trend has not kept up. It is undoubtedly reckless to simply attribute bankruptcy to the designer's behavior.