Men'S Brand Corneliani Expects To Innovate The Brand Next Year.

Top of Italy

brand

The acquisition is expected to be made next year.

Carry out overall innovation.

In November 22nd, Corneliani held the opening ceremony of SKP limited ID Jacket in Beijing SKP, and invited artist Chen Xiao and Corneliani global modeling director Stefano Gaudioso Tramonte to show on the spot.

Cristiano Corneliani, brand commercial director, said that the Chinese market is an important area of brand development, and the brand will make overall innovations next year, including the expansion of stores and the expansion of e-commerce channels.

According to the world clothing and shoe net, Bahrain private Holdings Company Investcorp Bank BSC acquired Corneliani SpA 55% shares from the Corneliani SpA co founder Carlalberto Corneliani and other family members last year with some 100 million euros valuation, and some members of the Corneliani family retain the remaining 45% stake.

Carlalberto Corneliani, the former chief executive, has said that the reason for selling shares is that there are differences between family members in the direction of brand development rather than economic or financial problems, and the intervention of external funds has solved the problem of inheritance.

At present, brand needs clear development path, and it is the best choice to sell to Investcorp, who is experienced in developing luxury goods industry.

After the acquisition, Investcorp set up a new management team and added more fashion elements to the new season. Not only did the suit be upgraded, but also more attempts were carried out in the sportswear category to make the brand element a "casual and formal integration".

In addition, the new retail concept will be introduced to the official e-commerce website, hoping to promote the growth of Corneliani international business and focus on the North American market.

Cristiano Corneliani told reporters that with the development of the new consumption era, more and more customers began to pursue fabric texture and personalized clothing, and made corresponding improvements to the Chinese market.

At the same time, brand awareness of the importance of e-commerce channels in the Chinese market, so next year will also focus on development.

In addition, the brand will also increase investment in human resources to speed up the development of the Chinese market.

At present, the core business of the brand is custom made clothing, which accounts for 60%~70% of the total sales, but the most potential category is sportswear.

The brand's casual wear at the present stage includes the pilot jacket made of high twist fabric with the same fabric as the suit.

It is reported that Corneliani has stagnated in recent years, with annual sales exceeding 110 million euros in 2015 and close to 80% sales from overseas markets.

The brand is sold at 58 outlets, which include more than 980 outlets, including Saks Fifth Avenue, Bloomingdale 's and Harrods luxury stores, and only 10 independent stores.

At present, the Chinese market is sold by the agent Yao Lai Group, and there are no direct outlets.

It is worth mentioning that Stefano told reporters that Corneliani will make new changes next year, including the replacement of new LOGO, the layout of the network platform and the global standardization of offline store services.

The network platform is expected to be innovated in January next year, but will be tested in some countries in order to understand the consumption power and market of each city. Globalization will be achieved in the next 12 months.

In addition, Stefano also mentioned that although the current trend is biased towards the millennial generation, the brand will not deliberately cater to the market trend due to a certain age difference.

He believes that the core of the brand is design, and Corneliani has its own stable consumer groups. Therefore, it is more desirable to attract young customers through advertising and innovation.

In addition, the Chinese market is very important for brand development, but the primary task is to understand the Chinese market and consumer groups. Apart from the increase in stores next year, there will be no significant change.

More interesting reports, please pay attention to the world clothing shoes and hats net.