Ok..PPR spent the last ten years building up an incredibly prestigious brand, arguably the most respected from a creative point of view.
Regardless of what they say, it can't have translated into sales, at least not the kind of sales they expected, ( otherwise, why change a formula that works?)
Neither Alexander McQueen nor YSL have sold that many clothes in the last few years if the rumours are believed, so now their strategy must be to capitalize on the amazing name of Balenciage with a product that is sure to sell and a Designer who will be hugely popular with the ever-so important Chinese market. It's actually just simple math and therefore not even as scandalous as it sounds. More than anything it's sad because it shows how fashion now works- it's about demographics, power, and product first and foremost. I suppose we just have to deal with it. The only power I personally have in all this is to vote with my wallet.
This is a very good point. Explains it all.