MOSCHINO
A Research on Brand Analysis by Gurleen S Padda & Rukmani Sharma | Interior Design Intensive, Feb 2017.
index
title 1. timeline 2. history 3. code 4. style 5. line 6. market 7. target 8. competitors 9. stores
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MOSCHINO 1
timeline 2
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1995
1985
• 1985 - First Moschino menswear collection (S/S 1986) is presented at the Regal Palace Milan • 1986 - Moschino Jeans womenswear is launched • 1987 - Moschino launches their first fragrance • 1988 - Launch of Moschino Cheap & Chic collection for the Autumn/Winter 1988-89 • 1989 - First Moschino Boutique is opened in Milan, Via San Adrea.
1990
1980
• Franco Moschino designed for Italian label Cadette1977-1982. • Franco Moschino gives up the job of illustrator with Gianni Versace to form Moonshadow, 1983. • Launches Moschino Couture! label in 1983.
• 1990 - Second boutique for Cheap & Chic and Moschino Jeans collection is opened in Via Durini, Milan. • 1991 - Franco Moschino decides to stop having Fashion Shows • 1992 - Franco launches his first social awareness ad campaign. • 1993 - Exhibiton held in Milan to mark 10 years of Moschino, with the publishineg of the book “X years of Kaos“ • 1994 - Label loses it’s creator Franco, Rossella Jardini takes over as creative director.
• 1996 - Launch of frangrances “Cheap & Chic”, “Oh! De Moschino“ ; store in Rome, Via Borgognona • 1997 - Launch of Men’s fragrance “UOMO?“ ; boutique in Osaka, Japan • 1998 - Opening of a boutique on Conduit Street, London • 1999 - Moschino becomes a part of Aeffe Group; stores open in Taipei, Taiwan & HongKong
2005
• 2005 - Moschino opens a boutique in Bombay, Taj Mahal Hotel. • 2006 - creates designs for sign bearers in Olympics held in Turin; presents project “Twilight“ in Furniture Week • 2007 - presents project “Lighting“ in Furniture Week; Launch of fragrance “Funny“ • 2008 - Moschino Jeans changes to Love Moschino; project “My Better Half“ in Furniture Week • 2009 - launches a virtual boutique wwww.moschino.com
2015
2000
• 2000 - Aeffe group sells 30% of Moschino SpA to SINV SpA (licensee of Moschino Jeans since 1994) • 2001 - boutique in Capri, Via Camerelle • 2002 - Boutique in Berlin • 2003 - Label celebrates 20 years, headquarters in Milan - Via San Gregorio 28; flagship stores in Paris & Moscow
• 2010 - Opening of the Hotel Maison Moschino; launch of travel line “Lost & Found“; launch of fragrance Moschino Toujours Glamour; project “Bits & Pieces“ for furniture week. • 2011 - Launch of Men’s Perfume “Moschino Forever“; designs official uniform of rugby team Aironi • 2012 - launch of new store concept by Architect Michele De Lucchi at Moschino’s historic boutique at Via Sant’ Andrea • 2013 - celebrates 30 years of label; first Shanghai showcase of Spring and Summer collection • 2014 - Brand has a massive injection of fresh energy when they announce fashion designer Jeremy Scott as therir Creative Director
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MOSCHINO 5
history 6
MOSCHINO HISTORY - INTRODUCTION
history
The non traditional Moschino as a brand has one of the most unique concepts behind it’s designs, all thanks to the creator of the brand - Franco Moschino. It was his brainchild to start a label whicih was outlandish, quirky and the concept extraordinaire. Noted as one of the most daring and bold labels of it’s time, Franco walked out of Gianni Versace’s office as an illustrator and walked into the fashion world as a loner and created one of the most notable ripples in the fashion industry. He came by as an “enfant terrible“ who offered an alternative to the traditional fashion, brought along inspirations from basic things for his collections and targeted the “fashion victims”, bringing along some very fresh wave of youthful approach to the monotonous indutry of “designer labels & brands“. In one of his interviews, Franco quoted “I am a very tradiotional person, I respect tradition.”“ Known for his witty designs and outspoken comments Moschino subverted the time’s “more is more” culture emblazoning clothes with slogans like “Good Taste Doesn’t Exist” and “Fashion, Fashoff” - and in doing so defined a decade. Encouraged by Gianni Versace as a young Milan painter in the early Eighties, Moschino was propelled to international fame in a matter of years, eventually shrinking from the industry that adored him
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MOSCHINO HISTORY
FRANCO MOSCHINO Fshion’s Antifascist. Enfant terrible: Franco Moschino (27 February 1950 – 18 September 1994) was an Italian fashion designer best known as the founder of the Italian fashion house Moschino. He was born in Abbiategrasso, Lombardy,Milan. He enrolled at the Accademia delle Belle Arti in Milan, after which Moschino became an illustrator for Gianni Versace. He also designed for the Italian label Cadette. He launched the Moschino Couture! label in 1983. His designs were very unusual and was dubbed the Jean-Paul Gaultier of Italian fashion for his highly innovative designs. Their styles however,are different; while Gaultier experiments with different fabrics and shapes, Moschino used basic forms and traditional methods. He spoofed high fashion lines through his clothes. His designs reflected surrealism and dadaism. His work was expertly tailored punctuated with whimsical detailing. He used existing elements in unexpected ways. He introduced to the world a different style of advertisement that highly raised curiousity into his brand. He was the most humanitarian soul in the Milan fashion world. He raised many a political slogans. He had the most avant-garde windows in Milan. He invented clothes that were fun but not funny.
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MOSCHINO HISTORY - FRANCO MOSCHINO
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MOSCHINO HISTORY - FRANCO MOSCHINO
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MOSCHINO CODE
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MOSCHINO CODE
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Right: Rossella Jardini by Lucia Gardini for Odda Magazine
MOSCHINO HISTORY
rossella jardini Born in Bergamo, 1952, Rossella Jardini initially began selling clothes before designing them. In 1976, Rossella Jardini came across Nicola Trussardi, the owner of Trussardi leather luxury brand, and went on to become the assisant for him. She went on to make a label of her own, alongwith two friends, however fate led her to assist Franco Moschino after meeting him in 1981, while she was still collaborating on Cadette fashion and also working for Bottega Veneta; she continued to contribute her assistance at the Moschino’s over the period of ten years from 1984. After a decade at the brand, Rossella took over the brand leadership as the Creative Director of Moschino, after the death of Franco in 1994. Rossella Jardini has held the brand identity for Moschino rather strongly during her tenure as the Creative head of Moschino for the product lines viz., Moschino (main line), Moschino Cheap & Chic, and Moschino Jeans which was later merged in with Love Moschino as one. The concept of the brand Moschino has been identified to be strong, extravagant, parodist, individualistic and trendy all at the same time, which Rossella was able to carry forth the legacy splendidly with grace. Her elegance in designs and broader outlook towards style and fashion, brought her to Missoni as a consultant in 2014.
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Fashion made by women is more geared towards women, because we can imagine ourselves: This would look good, this won’t.
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Left-Right: Rossella Jardini for Moschino Spring Summer 2011| Ready-To-Wear.
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MOSCHINO HISTORY
JEREMY SCOTT Jeremy Scott (born August 8, 1975) is the creative director of the fashion house Moschino. Scott has built a reputation as “pop culture’s most irreverent designer”, “fashion’s equivalent of Rolf Harris”, and “fashion’s last rebel”. As an early proponent of blending high fashion with street style, he creates designs often incorporating pop-culture icons. Scott has consistently worked with various celebrities such as Miley Cyrus, Madonna, Katy Perry, Ariana Grande and Rita Ora to name a few. Since Jeremy Scott, took on the role as creative director in 2013, Moschino has catapulted itself into the spotlight. He chose the Italian label because it had a similarly irreverent approach, its founder Franco Moschino seeing fashion as a form of protest. He re-told the fashion gags of Franco (rubbish bags, witty slogans) through the eyes of an American (McDonald’s handbags, popcorn dresses, etc) His first Moschino fragrance was called Moschino Toy. His fashion is often humorous: a 2016 show included a handbag that looked like a box of Marlboro Reds and bore the warning Fashion Kills. Scott created a TV commercial for the Moschino Barbie doll. Scott has been credited with reviving the Moschino brand, boosting its sales and turning it into a fan favorite.
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MOSCHINO HISTORY - JEREMY SCOTT
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MOSCHINO CODE
SILHOUETTE Moschino designs are wildly imaginative creating fashion out of anywhere and anything. There are Moschino dresses that are created out of the odd duct tape, the brand takes inspiration from a shopping bag or even a christmas tree to create an ensemble that is catchy, ironic and one that cannot be easily forgotten. Moschino silhouettes are humorous. They poke fun at the fashion world as well as boast off an over the top attitude. Inspire you to giggle a little and that is quite a feat. Franco Moschino proved fashion did not exist, and if it did, it’s true significance would embody the freedom to wear anything.
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MOSCHINO CODE - SILHOUETTE
BOXEY
Box-like Foursquare Taut Snug
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MOSCHINO CODE - SILHOUETTE
POUFF/FIT & FLARE
Blow out Tiered Empire Mermaid
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MOSCHINO CODE - SILHOUETTE
MAXI/MIDI
Full length to Midi & Mini dresses High low hems Clenched at the waist Flowy & Layered
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MOSCHINO CODE - SILHOUETTE
BALL GOWNS
Sophisticated Disney-Inspired Classic to Contemporary Dramatic
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MOSCHINO CODE - SILHOUETTE
BODYSUITS
Bodice Pullover Contour defining Strappy
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MOSCHINO CODE
PRINTS Moschino prints run through a broad and vivacious spectrum ranging from convivial florals to high definition digitals. They are amusing, witty and full of character. They take on a life of their own. The prints are interactive and take inspiration from disney themes, the solar galaxy, the supermarket et cetera.
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MOSCHINO CODE - PRINTS
FLORAL
Ditsy Vibrant Blooming Fresh
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MOSCHINO CODE - PRINTS
DIGITAL
High definition Sharp Grafitti Galaxy
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MOSCHINO CODE - PRINTS
CONVERSATIONAL
Abstract Playful Bright Colour pop
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STRIPES & CHECKS
Linear Gingham Scottish Plaid
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MOSCHINO CODE
MATERIALS Moschino is all about Inexpensive material. Elaborate designs with elementary fabrics. Faux Leather is extremely prominent in the varied collections. The brand uses environment friendly material. No cruelty to animals thus faux fur. Metallic foil is used extensively. There is a magnanimous variety of assorted laces. Sheer and self fabrics play an undertone.
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MOSCHINO CODE - MATERIALS
FAUX LEATHER
Patent Matte Chatoyant
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MOSCHINO CODE - MATERIAL
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MOSCHINO CODE - MATERIALS
FOIL
Metallics Silver Gold Embossed
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MOSCHINO CODE - MATERIALS
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MOSCHINO CODE - MATERIALS
LACE
Chantilly Cotton Crochet Lycra
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MOSCHINO CODE - MATERIALS
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MOSCHINO CODE - MATERIALS
SHEER
Georgette Schiffli Voil Chiffon
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MOSCHINO CODE - MATERIALS
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MOSCHINO CODE - MATERIALS
FAUX FUR
Synthetic fibers
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MOSCHINO CODE - MATERIALS
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I don’t say I create. I copy of course. I’ve never been interested in the point of view of the tailor or creator. Fashion is a visual impression. This is why I often refuse the name of Fashion Designer. It’s a superficial , stupid job. The social-psychological aspect is more interesting.
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MOSCHINO CODE
INSPIRATION Moschino is all about tongue-in-cheek riffs, caricature style. It plunders the `everyday world of fast food, supermarket, cartoons, dry cleaning and garbage. It takes inspiration from the world of shopping and banking. We see a model being transformed into SpongeBob SquarePants, or a packet of biscuits, or even a hershey’s chocolate bar. The brand took inspiration from everyday road traffic references: STOP! signs! traffic cones became hats that made for quirky outfits. It was the love-in of fashion and everyday. The Bear is perhaps the oldest leitmotif of the eccentric brand. We see the bear take different forms. From being used as headgear, to t-shirt motifs, to sheaths, scarfs and bags, to phone covers and the most iconic Toy perfume. The bear inspiration for Moschino has been in vogue for over twenty years and still going strong.
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inspiration
MOSCHINO CODE
Pop art Almost all of Franco Moschino’s ideas had a basic inspiration behind his designs. Some of the recurring inspirations came from the pop art world, with prints that looked as if they were a direct interpretation from a comic book or street art. The concept that was ritually followed by the successor designers, and is rightly displayed in all the designs right from Franco to Rossella to Jeremy’s collections.
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Light Quirky Playful Youthful
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MOSCHINO CODE - INSPIRATION
BEAR!
Evolution of the Bear Head gear Bags T-shirts
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inspiration
MOSCHINO
bull chic One other very dominant style inspiration over the years from Franco until Rossella was the Spanish inspired Bull Chic style. Most designs that portrayed both Feminity and masculinity in almost all the designs under this inspiration were to portray the power of Matador controlling the bull, in the famous Spanish Bull fighting culture. An influence of Spanish heritage, very tastefully and refreshingly twisted and translated into the design collection.
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Classy Powerfuk Intricate Feminity
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MOSCHINO MOSCHINO CODE - CODE INSPIRATION
EVERYDAY!
Supermarket Fast food Traffic signs Dry cleaningna.
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Funny clothes have to be extremely well made because that is where you find the chic. It’s easy to be funny with a T-shirt, but it’s more clever with a mink coat. After all, if caviar was cheaper it would taste much less interesting
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MOSCHINO
STYLE Moschino is one of the greatest Italian fashion houses and also one of the world’s most iconic fashion brands. It represents high fashion but stands out from other luxury brands and that is easy to notice. It’s unique style takes the world by storm with it’s wit, eccentricity and magical color palette, with it’s provocative attitude in surplus. It’s style is most rebellious and irreverent. We see a giant chandelier dress swayed down a runway smothered with persian rugs, tinkling past the broken furniture. We’re witness to burnt patches as the new decorative motif. The brand has a grand ability to show serious tailoring in a mocking fashion and that is where the irony lies. The underlying tone is set to frivolous and dramatic.
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MOSCHINO STYLE
KITSCHY `OUTLANDISH
Unorthodox Out of the ordinary Peculiar
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MOSCHINO STYLE
ZANY `QUIRKY
Non conforming Unconventional Wacky Unique
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MOSCHINO STYLE
MOCKINGLY `PRECISE
Meticulousness Witticism Satire Parody
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product 119
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Clockwise: A vintage jacket tag from 1980’s quoting Moschino Couture! ‘Cruise Me Baby’, Ready to Wear S/S 2014 Milan, 1989 Moschino Couture! Playing card jacket with metallic embroidery, Love Moschino F/W 2016.
MOSCHINO
product lines Moschino had started his first company under the name ‘Moonshadow’ and launched his first label Moschino Couture!, in 1983. In the beginning, he designed casual-wear and jeans, which eventually evolved in the production of various lines like lingerie, swim wear, evening wear, shoes, mens wear and perfumes. Five years down the line and a successful launch of Moschino Couture, he launched a less expensive line called Cheap and Chic. His designs were bold, eccentric, rebelious and extravagant. Cheap and chic were a quick hit amongst the target customers of the age group 21-33, the label was further expanded into Moschino Jeans which was then evolved into Love Moschino and E-Couture which he worked on until the end of his time. Over the years, after Franco’s death and the label transforming it’s best through the reins passed on from Rossella Jardini to Jeremy Scott, Moschino developed into many lines viz., Moschino Maison, Moschino Kids, etc.
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MOSCHINO
product lines
Franco Moschino began with the label, designing basic clothing under the name Moschino Coututre! that had ready to wear collections for both men and women. This basic collection had a variety to offer for it’s customers comprising of casual wear and jeans. Moschino has over the years continued the tradion of offering a number of refeshing collections and designs under this line, for both the sexes. The designs had a plethora of looks to offer which were an amusing mix of quirky and elegance.
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product lines
MOSCHINO
A secondary line of women’s wear was created in 1988, named Moschino Cheap & Chic. This line of collection was created with an approach to create a collection which was extravagant, playful, eccentric, bold, and fun to wear. The collection had a catchy appearance, with a fun and satirical twist to the usual brand designs. The target market was to attract the youth of the society that were up to experiment with crazy and outlandish designs.
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MOSCHINO
Love Moschino was a diffusion line of both men and women’s wear. Previously known as Moschino Jeans (1986-2008), was brought under one name of Love Moschino, with a collection of leather and casual wear, exclusively for casual clothing for both men and women.
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product lines
Other than the above categorised Product Lines of Moschino, the label has many other products under its hood. Some of the most noticeable produces of Moschino are the accessories, perfumes, Moschino Kids that offer variety of collections in kidswear and teenage clothing, shoes, bags. Very recently, Maison Moschino opened its doors for its customers, a luxury hotel in Milan, brining the experience of crazy air of Moschino world alive for its customers. Jeremy Scott too, has introduced custom made furniture under the brand label.
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MOSCHINO MARKET
Market Postioning In terms of market positioning, Moschino is categorised as Premium Luxury brand with the target maget of the age group of 20-35. Moschino as the brand is known for challenging fashion stereotypes. The core values of the label includes playful glamour. The label follows strong couture technique and culture. Distinctive features of the brand image are the strong use of social themes. Franco Moschino had started his company under the name of Moonshadow, with Aeffe SpA group as it’s producer since 1983. The Aeffe group acquired a large share in the Moschino Couture 1999 and becomes a part of the group under the label called Moschino SpA. Aeffe group sells 30% of the Moschino shares in 2000, to SINV SpA, the Moschino Jeans collections licensee since 1994 The distribution of the product lines of the label comprises of 77% of women’s prêt-à-porter, 11% of the label sales comprises of footwear and leather goods, and the consolidated presence of sales in goods can be seen in fragrances (market presence since 1985), eyewear (since 1995) and watches (since 2002)
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MOSCHINO MARKET
market
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Moschino has a global retail network of mono-brand stores and franchise stores, shop-in-shops, corners and soft corners. In February 2009, Moschino launched www.moschino.com as its virtual boutique, inviting clients across the globe to feel the luxury in-store experience, online, thus providing the customers the luxury of purchasing garments and accessories from the collections of Moschino, Moschino Uomo, Moschino Cheap and Chic and Love Moschino Uomo and Donna.
SWOT ANALYSIS FOR MOSCHINO:
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Strengths: Moschino label is a very simple and versatile brand with creative and individualistic design and collections. The product lines are launched to satiate the needs of customers of every section in the society. They have multiple pricing ranges to offer, appealing enough for various choices in terms of style and qualities. Being a part of Aeffe Group brings brownie points to the brand, in terms of financial standing of the market for Moschino Weaknesses: Moschino’s existence speaks for itself, however, they have interesting window displays and ad campaigns, yet stand inefficient in marketing their brand via advertisements. The brand has limited brand indetity via magazines but no other means of brand awareness for common masses to access. Inspite of having a Global reputation, Moschino has relatively low existence in Asian markets and mediocre focus in American markets, as compared to its competitor brands. Opportunities: Moschino has a Global recognition due to it’s successful emergence in European markets. The association with celebrities is another plus point for the opportunity of Moschino. If worked on in the right path, Moschino has a good chance in international markets and can expand very well in the emerging economies. Threats: Moschino inspite of being in a luxury and high end scale, has quite a competition. The designs of the label has easy subsititutes and also have threat from fake and imitators present in the markets.
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MOSCHINO CODE
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MOSCHINO
TARGET Moschino boasts of Celebrity appeal with Katy Perry fronted fall campaign. Jeremy Scott has built a career around a singular brand of pop-culture alchemy—turning kitsch into fashion-world catnip—with wild-ride Moschino collections. It’s intriguing and statement designs draw celebrities to the brand like bees to nectar. Celebrities in particular follow the quinessential brand identity of `more is more. Moschino is a brand that demands of its consumers to be experimental, fearless, bold and adventurous. Celebrities are the perfect embodiment of all of the above. It’s designs appeal the most to people who aren’t afraid to be over the top in their sense of style.
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MOSCHINO CODE
MOSCHINO TARGET
CELEBRITY APPEAL
Bold designs Experimental Over the top Intriguing
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moschino 149
competitors 150
Clockwise: Hermes Menswear, Versace runway collection, Dolce & Gabbana Ad Campaign, Versace Home Collection - Gigi Hadid, Miu Miu runway collection
MOSCHINO
competitors The label has carried and maintained a traditional concept of producing eccentric and fashion-rebellious designs under the inspiration of bold, wild, extravagant, satirical, and youthful ensemble of couture. Inspite of their unique and ever-challenging eccentric designs, Moschino has a list of competitors in the market that make the brand work with double the excitement in bringing out the extraordinaire. The competitions can be categorised in terms of luxury prodcutions and prĂŞt-Ă -porter productions alike. To name a few of the competitors, can be listed with the likes of Marc Jacobs, DVF- Diane Von Furstenberg, Max Mara, Louis Vuitton, Versace and Versus Versace, Dolce & Gabbana and D&G, Miu Miu, Hermes, Armani X, Donna Karan, Michael Kors etc. To study on the competitors, we shall have an elaborated overview on the most brand present labels in the target markets of Moschino that pose a great value in the essence of competition in the market for Moschino, viz., Dolce and Gabbana, Versace, Miu Miu and Hermes.
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competitors
MOSCHINO COMPETITION
Dolce & Gabbana Dolce and Gabbana is a label started in 1982 as fashion consultancy and eventually evolved into a brand name, by two Italian designers Domenico Dolce and Steffano Gabbana. They presented their first women’s wear collection in 1985. However, inspite of initial disappointing turnout on the launch and initial glitch of label building, Dolce and Gabbana grew to grab hold of quite a chunk in the fashion industry to their identity, and ever since have only evolved in making one of the impactful designs in the fashion world, with target market of high end elite customers. The brand has two lines in their kitty: Dolce and Gabbana and D&G. Where Dolce and Gabbana line of production presents a more elegant, formal and sophisticated couture for their customers belonging to elite bar of society, D&G on the other hand has a more quirky, playful and youthful twist in the designs they produce, targeting the youthful segment of customers that prefer a perfect blend of style and luxury. Other than the clothing line, the label offers products in the lines like swimwear, underwear and lingerie, a bridal collection line which existed from 1992-98, home collection, fine jewellery, perfumes, eyewear, shoes and leather goods.
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competitors
MOSCHINO COMPETITION
MIU MIU Miu Miu is a high end luxury brand, a wholly owned subsidiary by Prada, and owner being Miuccia Prada. Miu Miu has a line of clothing and accessories under its hood as the their produce, and has their headquarters in Milan. Miu Miu explores fashion as a rarefied form, giving elegance and sophistication a new and twisted meaning. Miu Miu has a very youthful outlook towards the fashion, a contrary to the ever-so-poised collections of Prada. Established in 1993, Miu Miu was a private territory of expression and a creative playground, fittingly christened with Miuccia Prada’s family nickname. Miu Miu established a counterpoint for Prada’s minimalist concept with that of a sensual, rebellious, take on dressing up. Miu Miu of Prada group offers a variety of interesting mix up of elegance and fun with a twist for both feminine and masculine counterparts - in the fields of clothing, footwear and accessories, perfumes that have very recently hit the market (2015). Occupying some of the world’s prime retail positions in cities including New York, London, Paris, Milan, Tokyo, Beijing and Hong Kong, Miu Miu’s global boutiques are the bricks and mortar embodiment of the experimental spirit of the brand.
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competitors
MOSCHINO CMPETITION
versace Founded in 1978, under the name Gianni Versace Donna, Versace was the brain child of Gianni Versace. Gianni designed his first collection in 1972. The label is conformed mainly of the collections in ready-to-wear clothing line and leather accessories for the high end luxe clientelle. Alongwith generic lines of produce, the label also offers its collections in the various lines namingly Versace Collection, Versus Versace and Versace Jeans. The logo signifies the head of Greek mythological figure. Medusa is known to be a seductress that makes people fall for her and there is no way back, a concept and belief Gianni wanted to apply in his brand, where the customers would fall in love with his collection. In 1982, the company which was primarily into clothing and accessory lines, expanded into jewellery, home furnishing, and china industries. Versace also has a line of perfume and cosmetics in its lines of produce. Versace was often refered to a “Rock and Roll designer“ due to his most regular clientelles belonged to Pop Music industry of the likes Michael Jackson, Elton John, Shenki Versace etc.
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MOSCHINO COMPETITION
Hermès Founded 180 years ago, in 1837, Hermes of Paris or just simply Hermes, is a high end luxury brand specialising in clothing for men and women, alongwith specialising in the products like leather, lifestyle accessories, home furnishings, perfumery, jewellery, and watches. The label has had a legacy created over the decades with traditional concept and designs being carried forth via the selected designers over the period of time that understood the brand value and brought their own essence to the label through their vision and designs. The history of the brand includes the designers like Lola Prusac, Jacques Delahaye, Catherine de Karolyi, Monsieur Levaillant, Nicole de Vesian, Eric Bergère, Claude Brouet, Tan Giudicelli, Marc Audibet, Mariot Chane, Martin Margiela, Jean Paul Gaultier, Christophe Lemaire, Véronique Nichanian (current menswear designer since 1988), Nadège VanheeCybulski. Although, the set of customers for Hermes are different, the fun and youthful approach of their designs remain in tandem with the refreshing demand of today’s trend. Hermes total sales comprises of about 30% leather goods, 15% clothes, 12% scarves, and 43% other wares. The company licenses no products and keeps tight control over the design and manufacture of its vast inventory.
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MOSCHINO CODE
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Stores 172
Clockwise: Hermes Menswear, Versace runway collection, Dolce & Gabbana Ad Campaign, Versace Home Collection - Gigi Hadid, Miu Miu runway collection
MOSCHINO
Stores Through the last decade, mono-label boutiques have been opened in the following areas: - Europe: Rome, Capri, London, Paris and Berlin - New York in the United States - Eastern Europe: Dnipropetrovsk and Kiev in the Ukraine, Moscow, Yekaterinburg and St. Petersburg in Russia, Almaty in Kazakhstan, Istanbul in Turkey - Middle East: Riyadh and Jeddah in Saudi Arabia, Doha in Qatar, Dubai, Kuwait and Bahrain - Far East: Hong Kong, Osaka, Singapore, Taipei and Kaoshiung, Kuala Lumpur, Shanghai, Seoul and Bundang in Korea and Beijing, Dalian, Hangzhou, Shenzen and Shenyang in China The label has distributed it’s outlets in the above target markets to maintain a balanced distribution in the traditional multi-label stores.
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In addition to the above, many dedicated spaces, shop-in-shops and corners have been opened in the most prestigious department stores in the world such as Saks Fifth Avenue in the United States, Saks in Mexico City, Isetan, Takashimaya, Daimaru in Japan, Shinsegae, Lotte and Hyundai in Korea, Harvey Nichols, Harrods and House of Fraser in London, Printemps in Paris, Oberpollinger in Munich, El Corte Ingles in Madrid and La Rinascente and Coin in Milan.
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stores
milano 175
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stores
london 177
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MOSCHINO
stores
los angeles 179
180
W
MOSCHINO
stores
NEw york 181
182