Jul 20, 2016
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Missoni strengthens management, prepares accessories line

Jul 20, 2016

Missoni is strengthening management and continuing to develop retail strategy internationally. The luxury ready-to-wear brand has created a new role - merchandising director - and appointed Mariella Spalla to take up the position.

Spalla has solid experience in the luxury sector, hailing from Salvatore Ferragamo, where she worked for seven years. Before that, she worked for Valentino and Gianfrance Ferré.

The most recent Missoni menswear show in Milan in June - © PixelFormula

«It's a role that didn't exist until now. Mariella Spalla is in charge of merchandising for all collections. She has reorganised the structure of supply in order to improve the looks by working on the lines and shapes as well as monochrome colours to match our famous zigzag pattern », explains Emilio Carbonera Giani, who has led the brand since 2015.

Price points have also been reviewed with a slight drop in entry pricing. "We have better balanced our range of different prices," said the general manager. The brand's creative direction, meanwhile, remains with Angela Missoni.

Missoni is also working on a line of accessories and bags, to be released in 2018, added Giani.

In 2015, Missoni reported a revenue of 65 million euros, which amounted to 150 million euros taking into account all licenses.

The brand has ten boutiques of its own and 25 franchises. It recently opened a point of sale in Florence, which was previously managed by a distributor with other brands, and is preparing to open new stores in Thailand and Istanbul. 

Missoni also plans to redesign its store in New York and Rome in line with a new format opened in Venice, Milan and Paris.

Italy represents 20% of total Missoni sales, while the U.S. and Japan are the leading foreign markets for the brand. 


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