Procter & Gamble will be closing its Rochas ready-to-wear fashion line after the fall season. The consumer-goods company--which acquired Rochas as part of the package when it bought the German
cosmetics company Wella in 2003--lacked the resources to continue producing $4,000 suits and dresses, according to P&G spokeswoman Francine Gingras. But the company
will continue its profitable
Rochas fragrance line. The shuttering of the Rochas fashion brand, begun as a couture line founded by the designer Marcel Rochas in 1924, "is the latest rebuke to the industry's longtime practice of
throwing unlimited resources at fashion shows with the expectation that the publicity will help promote more high-margin fragrance and accessories businesses," according to
The New York Times.
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