Repetto reconnects with its transgressive beginnings
today Oct 19, 2015
Repetto has reconnected with the transgressive beginnings of its rich brand identity by expanding its footwear range, rethinking its Summer 2016 leather goods range and planning to do the same for ready-to-wear apparel from Autumn-Winter 2016/17.
The label, rooted in the dance world, and currently renowned for its specialist range and urban ballerina pumps, wants to shake off the rather sensible image it developed in the last few years, freshening it up by introducing novelties across the entire range.
"In the last 2-3 years our image has perhaps become a touch stale, so it's now time to re-energise our collections with novelties. From its inception, Repetto was an adventurous brand, always ahead of its times, as shown by the BB ballerina pumps or Serge Gainsbourg's cool lace-up brogues. Today we plan to once again exploit the creativity and daring we built our success on. A brand, even if it's in good shape, must continue to renew itself," Jean-Marc Gaucher, Repetto's CEO, explained to FashionMag.
In practical terms, after launching a first collection of truly top-of-the-range high heels a few days ago, a very clear departure from the dance world, Repetto will reveal a sampling of its new leather goods positioning for Spring-Summer 2016 in November.
"The leather goods collection will consist of 70 items, all of them highly sophisticated and featuring a rather more urban style than before. We chose high quality leather which we reprocessed ourselves... As for prices, this will of course have an impact on them, but they won't skyrocket either (starting from €400). Finally, distribution-wise, we'll be more demanding than in the past. The collection must find a home in retail outlets which can add to its value," Repetto's CEO has stated.
Ready-to-wear apparel has also undergone a rethink but, according to Jean-Marc Gaucher, the job isn't over yet, and will be completed for Autumn-Winter 2016-17.
In distribution terms, Repetto will continue to expand its network of directly-owned stores, especially abroad. In 2016 the brand hopes to open stores in the USA, the UK and Italy. Repetto is, however, prudent in terms of timing, as it will depend on the whims of the real estate market for these openings.
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