French Fashion Trends on Italy's Toes Again

After French luxury goods group LVMH acquired the controlling stake (98.09%) of Italian jeweller Bulgari in March this year, the recent announcement of rival PPR’s decision to purchase 100% of Italian’s menswear brand Brioni marks the second acquisition of an Italian luxury goods group by a French company in 2011.  Tessa McGuire explores the strategy behind this decision and looks at the futures of Brioni and PPR.


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