ANALYTIC

FASHION: 2022 IS BOOMING

Made-in-Italy fashion and accessories brands continue to grow thanks to co-branding projects, new product categories and new distribution strategies

Angelo Ruggeri

The iconic Autry Action People sneaker

Abooming 2022, smelling of determination and challenges fulfilled. Like those of the Made-in-Italy brands that every day aim for more ambitious goals, thanks to deluxe collaborations, new product categories and retail strategies that pay a nod to the USA and the United Arab Emirates. The VOS Group founded by Dario Pozzi in 2018 expects to close 2022 with more than 6 million euros of turnover, compared to 180,000 recorded in its first year of life. The goal for the following year is more ambitious: to achieve a turnover of more than 15 million euros, also thanks to an offer that has expanded with women’s collections, kids fashion, beachwear and numerous partnerships. Determination, positivity and teamwork: these are the core values behind the success of VOS which can count on an expanded community including over 400,000 followers across Instagram, Facebook, Linkedin, TikTok, BeReal, YouTube, Telegram, Discord, WeChat, Spotify, Twitch and the gaming world for a total of 5 milion monthly reach. Today the group includes not only the brand Vision of Super but also Phobia Archive, Yes I am and No Pasa Nada, distributed in a thousand of stores. The online distribution is via direct e-commerce but the physical channel will continue to have a central role also in the next years. In fact, the group is already planning the first Vision of Super flagship stores

The new Golden Goose Forward Store in New York

From left: the Moose Knuckles X VOS collection and The Attico - Sant Ambroeus collection

Also The Attico keeps on growing at full speed and has recently launched its first collection of bags. “In our journey to expand and define The Attico world,” explain in unison the brand founders Gilda Ambrosio and Giorgia Tordini, “we thought it was time to add handbags. We know how complex and immediate is the relationship between a woman and the bag she carries. The function is important, of course, but so is the attitude, the occasion that each particular model suggests and encourages.” After the debut on Net-a-Porter and in the online shop of The Attico (that in 2018 sold 49% to the Archive fund controlled by Remo Ruffini’s family), the collection is available in 30 stores worldwide. Also Autry Action People does not stop. The high-end sneaker brand closed its 2021 balance sheet last March, based on 15 months of operation, with a turnover of 30 million euros and an EBITDA of 9 million. The brand, bought and revived in 2019 by the entrepreneur Marco Doro together with Alberto Raengo and Gino Zarrelli, is part of the Fine Sun holding company (which is also the majority shareholder of Rosantica, 120% Lino, Dondup and Ghoud). Given the excellent results of sell-out, the brand is aiming for 100 million euros turnover in 2022 and 200 million in the following year. Last but not least Golden Goose, which continues to shine thanks to its economic goals and, now, also thanks to Swarovski Creators Lab. The incubator platform for original and limited-edition collectibles presents a new partnership with the Veneto-based footwear and clothing brand (which recently opened two new stores in New York and Dubai). The partnership combines crystal savoir-faire and traditional Italian craftsmanship. The limited-edition collection includes two new versions of the Golden Goose Super-Star sneaker transformed and lit up with Swarovski crystals. Along the shoes, there is also a skateboard with a riot of crystals inspired by the label’s flag. Strong growth of online sales and an outstanding performance in the Americas propelled Golden Goose’s 2021 revenues, which jumped 45% to 385.6 million euros, representing a 46% improvement versus 2019. According to the latest estimates, 2022 is expected to shine too. Just like the new sneakers.

Sources: Gruppo VOS, The Attico, Autry Action People, Golden Goose