The Tamesis
WHP isn’t the only company working to establish itself as a brand management group as well as a serious fashion business. Authentic, which acquired the Barneys intellectual property in 2019, is reportedly considering restoring the much-missed department store to its former location on Madison Avenue. The group has also acquired Dockers, Reebok, Vince and Eddie Bauer in the past five years. In addition to Off-White, Bluestone Alliance also acquired Palm Angels in 2025.
However, the acquisition of Marc Jacobs puts WHP Global well ahead of its rivals in its luxury fashion ambitions. “This is a great opportunity for WHP Global and G-III to reflect the legacy and integrity of Marc himself and all he has done for American fashion and beyond,” said fashion consultant Julie Gilhart, senior vice president and fashion director of Barneys for 18 years. “Yes, his name was known around the world, but his heart was in New York.”
The success of this transaction will depend on WGP Global’s ability to work with G-III to combine Marc Jacobs’ commercial potential with the creativity and cultural cachet that have placed the brand at the center of New York and global fashion for many years.
bridge the gap
Experts say there has been a disconnect in recent years between Marc Jacobs’ accessories and licensing (coty for fragrances; Safilo Group for eyewear) and the brand’s ready-to-wear collections. The Marc Jacobs show, which never goes as planned and usually takes place at the Park Avenue Armory or the New York Public Library, remains a coveted ticket every February and June (or July). But the brand’s recent runway collections have rarely been seen in the wild, save for the occasional celebrity appearance or the Met Gala. (This year, the brand has dressed guests like Serena Williams, Cardi B, and Rachel Sennott.) One of Jacobs’s most recent shows, though, marked a return to wearables: “What a show! Clothes we can wear,” Nicole Phelps reports of Jacobs’ friend, the designer Anna Sui exclaimed after the show.
Its accessories, meanwhile, are widely distributed, less expensive and largely an aesthetic departure from the brand’s runway offerings. For consumers, fragrance remains an easy (and popular) way to go. Marc Jacobs’ Heaven (which is also cheaper) was an early hit with younger shoppers, but the hype has since died down. In this new era, a new player has emerged. After garnering rave reviews for its runway shows and Met Gala celebrity looks in February, Marc Jacobs Beauty is officially back, the designer confirmed in an Instagram post announcing the sale. But so far, these categories have been disconnected.
“The first priority was to create a more cohesive brand and proposition,” Sanders said. “The Marc Jacobs brand is too fragmented in terms of product offerings, distribution and market position. This inhibits growth and reduces impact,” he said. “WHP and G-III need to inject more discipline and come up with an overall brand vision.” Ready-to-wear should remain the focus of creativity, he added, while creativity should permeate other business areas of the brand to ensure brand consistency.
