the revolution starts

MF fashion il primo quotidiano della moda e del lusso Direttore ed editore Paolo Panerai
09.02.13
sul nuovo sito www.MFFASHION.com
le gallery dagli show di new york
per l’autunno-inverno 2013/14
Trussardi,
the revolution starts
«O
ne brand, one company, two labels.» It sums up the
new strategy of the Trussardi Group, which in 2012
had a turnover of 161 million euro and is ready to bet
on the ready to wear of the main line and the new Tru
Trussardi. Brand as anticipated by MFF (see the report on 30 October
2012), has merged the line Trussardi jeans. «We do not believe in a
strategy of excessive labeling,»explained to MFF by Tomaso Trussardi,
CEO of Trs evolution, a group company that produces and distributes full collections of first and second line. «Tru Trussardi and Tru
jeans were two labels very similar, but they had a hybrid positioning.
With the new Tru Trussardi we wanted to express the best of these
two brands, creating a larger collection and a position higher level of
pricing. Without giving the denim anyway: the label Trussardi jeans
will continue to identify the classic denim pants, which sell 720 thousand pairs per year, while all the other leaders in the canvas of Genoa
will be labeled Tru Trussardi. « To mark the new course of the second label of the group, whose retail sales in the last 12 months have
marked an increase of 18%, the launch of the first pre-collection for
autumn-winter 2013/14 that Gaia Trussardi ,creative director of the
family firm, summed to MFF: «We wanted to create a collection that is
the democratic declination and accessible of the Trussardi world and
embodies the DNA of the brand, but with a young and contemporary
spirit.» A new strategy that will lead to the year also the conversion of
the Trussardi jeans store (about a dozen) in store Tru Trussardi formed part of the plan passed by the opening of the greyhound group,
with plans to cut the tape over the next five years to 80 boutiques, of
which 30 are dedicated to the main line, with which strengthen a network which now has over 142 stores. Plan inaugurated last September
by the new flagship in Shanghai that were recently added to the insignia of Beijing and Wenzhou. «Between 2014 and 2015 we aim to
also open a store in Hong Kong, in an area very important to our business,» continued Tomaso Trussardi.
un look della collezione prefall 2013 di tru trussardi
The group of greyhound reaches
in 2012 at an altitude of 161 million
euro and starts the new course
of the label Tru Trussardi, which has
been merged into the Trussardi jeans
from the collection prefall 2013
«One brand, one company, two labels,»
explained by Tomaso Trussardi