BCBG in Growth Mode Again Under Marquee Brands



Nearly a year after taking control of BCBG Max Azria, Marquee Brands has moved quickly to revamp the brand lines and expand their product offerings.
Michael DeVirgilio, Marquee’s president, said the brand management firm hired Diane Bekhor as senior vice president for the BCBG Group. She has oversight for the core business, the retail and concession components, and for category expansions for BCBG Max Azria, BCBGeneration and BCBG Girls.
Bekhor’s background is in luxury, starting her career at Louis Vuitton before moving on to Ralph Lauren, Bergdorf Goodman and Jimmy Choo.
The New York-based brand management firm purchased the intellectual property for the BCBG Max Azria and BCBGeneration brands as part of BCBG’s exit from bankruptcy proceedings in July 2017. BCBG had filed for bankruptcy court protection in February 2017, and company founder Max Azria and creative director Lubov Azria are no longer involved with the fashion house.
According to DeVirgilio, “The BCBG brand has incredible, positive recall among young women. That blew us away. The market research we did showed positive and happy moments young women have had with the brand.”
Marquee moved quickly to develop a full lifestyle brand that will expand to include footwear, jewelry and cold weather accessories. “Handbags will be

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