Iro, the French ready-to-wear brand, has a strategic plan in place to secure its future growth. The brand is concentrating on three key areas: digital strategy, new market penetration, and the development of its men’s collection. To achieve these goals, Iro has formed a partnership with Chinese fashion group Ellassay, which acquired a majority stake in the brand in 2019. Despite the challenges brought about by the pandemic, Iro has managed to sustain its revenue through online sales, although specific figures have not been disclosed.
Under the leadership of Ellassay, Iro has expanded its team and appointed Tiffany Biou, previously of Sandro, as the marketing and digital director. Presently, Iro operates 90 retail locations worldwide, with a significant presence in Asia, Europe, and the United States. This global reach is vital for Iro’s strategy of establishing itself in key cities worldwide. In 2021, Iro successfully opened three new stores in London, Melrose (California), and Barcelona. In addition to its retail presence, Iro has a strong wholesale market presence, particularly in Europe and the United States, serving over 1,000 customers including distributors and multi-brand stores.
As Iro aims to position itself as a leader in contemporary fashion, the brand is actively exploring various avenues for growth. This includes expanding into new territories and further developing its men’s and accessories lines. While these categories currently contribute a smaller portion to the brand’s sales, Iro plans to dedicate resources to their growth in the future. Additionally, Iro is set to announce its corporate social responsibility (CSR) ambitions in the coming year.
In conclusion, Iro’s clear focus on digital transformation, global expansion, and product diversification puts the brand in a favorable position for continued growth and success in the highly competitive fashion industry. The support of Ellassay and its robust distribution network ensures that Iro is well-prepared to navigate the ever-changing landscape and capitalize on new market opportunities.
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