Hello again beautiful humans. A few weeks ago I got an email from BCBG Max Azria saying the store at Tanger Outlets in North Charleston was closing. The feeling I got was bittersweet. It’s been one of my top brands for almost a decade, and I hate to see it go. However, the thought of the discounts before they closed had my spendy senses tingling. They carried formal, wear to work, and going out women’s apparel. It was my Miami and Charleston staple.
Dress by BCBG
My first Herve Leger Dress 2011
Skirt by BCBG
Skirt by BCBG
I decided to do a little research on what was happening with the company, but I’m not going to go into too much detail. I like to keep things simple. According to the article “What went wrong BCBG” on RetailDive.com the company filed for Chapter 11 back in March. A spokesman for BCBG explained, “Like so many other great brands, BCBG has been negatively impacted by the growth in online sales and shifts in customer shopping patterns and, as a result, has too large a physical retail footprint. In order to remain viable, the company, like so many others in its industry, must re-align its business to effectively compete in today’s shopping environment.”
Met David Spade on my birthday in BCBG
This is from 2009
So, the company is closing down many of their brick and mortars and focusing on online sales. The article went on to say people aren’t brand loyal any more. There’s just so many other options now. I had to agree with that point. The last couple of years I’d rather buy something from H&M, or my online favorite ASOS.com. The clothes are very on trend, pretty good quality, and a fraction of price.
When I’m out shopping, I always visit BCBG, and consistently see the same collection in different colors. I understand having signature styles, but there has to be something original in the bunch too. DVF doesn’t only have wrap dresses, but I digress.
I still have major love for the brand, but I don’t see myself going out of my way to shop online for it. Unless it’s on eBay. I really hope they bounce back. Until then, I’ll just hang on to the memories of my best BCBG Max Azria looks.