Italian fashion house Moschino is embarking on a transformative journey to position itself as a high-end brand. As part of this strategy, the company is revamping its product offerings, taking control of its supply chain, and introducing a new store concept. One of the key elements of this strategy is the opening of a sophisticated boutique in Milan’s luxury quadrilateral.
Located at 26 Via della Spiga, the flagship store showcases a minimalist and chic style, incorporating luxurious materials such as marble, gold lacquered wood, and copper. The store is part of the Spiga 26 redevelopment project by real estate developer Hines, which also houses other luxury brands and the new Kering headquarters in Italy.
Moschino’s CEO, Stefano Secchi, views this store as a statement that represents the brand’s new direction. Architect Andrea Tognon has designed the store to create an elegant atmosphere, featuring sleek designs, a neutral color palette, and large mirrors. While the store’s style exudes sophistication, it also maintains the quirky and offbeat spirit that Moschino is known for through unique furniture and decorative elements. Spanning 380 square meters over two floors, the store dedicates the ground floor to women’s products, while the first floor showcases the men’s and children’s collections.
This new store concept will be implemented across Moschino’s entire network of stores, starting with London and Rome. The brand also has plans to expand to new locations in Qatar, Saudi Arabia, and China. Over the past year, Moschino has made significant changes, including taking direct control of its distribution in China, acquiring full ownership of the Love Moschino line, and streamlining licenses to strengthen control over clothing lines. Moschino currently accounts for 79% of Aeffe Group’s total sales, and the brand has experienced an 8.1% increase in sales in the first half of 2022.
In its pursuit of a higher brand positioning, Moschino has restructured its ready-to-wear collections, giving greater emphasis to categories like knitwear, dresses, jackets, and accessories. The opening of the flagship store in Milan serves as a testament to Moschino’s commitment to its repositioning strategy and reflects its move towards a more sophisticated and upmarket image.
For more information, visit:
– Moschino Official Website
– Spiga 26 Redevelopment Project by Hines
