Trussardi, the iconic Italian fashion brand, has revealed its new brand strategy at Pitti Uomo, the renowned trade show in Florence. After being acquired by Italian fund QuattroR in 2019, the brand has undergone a significant transformation to realign its products and image in the market.
The brand’s new management team showcased their vision at Trussardi’s booth, focusing on inclusivity while maintaining a sense of luxury. Drawing inspiration from its rich heritage, Trussardi aims to embody a “prêt-à-vivre” lifestyle that resonates with its audience. This approach, reminiscent of its success in the 1980s, encompasses a wide range of products from clothing to accessories.
To streamline its offerings and strengthen its brand identity, Trussardi now categorizes its main product line into three segments: best, better, and Trussardi Jeans. This strategic move enables a cohesive pricing strategy, with t-shirts and sweaters priced between €90 to €150, knitwear between €150 to €250, and leather goods ranging from €1,200 to €1,300.
CEO Maela Mandelli, who joined the company in 2019, highlighted the brand’s shift towards enhancing the Trussardi Jeans range and making luxury products more affordable. By revamping store layouts, introducing new merchandise, and partnering with artists through the “Beautiful Minds” project, Trussardi has seen a promising 15% increase in sales in the previous quarter.
As part of its revitalization efforts, Trussardi has relocated part of its production to Europe, revamped its delivery system, and collaborated with renowned designers like Camilla and Giulia Venturini and Giorgio Di Salvo. These efforts, including the introduction of a new collection by United Standard’s creative director, have garnered attention at Pitti Uomo.
With a global presence of 200 stores, Trussardi is set to restructure its distribution network in 2020. Despite an anticipated revenue dip in 2019 due to restructuring, the company foresees a positive Ebitda in the final quarter, signaling a strong foundation for its future success.
Here are 2 links relevant to the article:
1. Trussardi Official Website
2. Pitti Uomo Official Website
