More seasons, more accessories. Loro Piana’s parable can be summarized as follows: positioning itself as a very high-end brand supplying winter clothes allowed the brand to assert its status within the fashion system. Now that the brand (80% of which is owned by LVMH), has more universal goals, product and marketing strategies have become a necessity. These topics were discussed by Fabio D’Angelantonio with the Financial Times: “In truth we already are a brand for all seasons. We have been offering summer clothes to our clients for a few years now – he states -. Now we want to focus on the experiential side, by opening stores in seaside towns and cities”. Why? “consumers have changed: “seasons are more flexible – says a convinced Mr. D’Angelantonio -: the client can find him/herself in a warm location and a cold one within a week’s time”. No more being solely the cashmere and vicuna store, but also no more being just a clothing store: “Loro Piana is growing – writes the Financial Times -. Sales are up and the brand’s commercial outreach is expanding. Shoes are selling well, and the brand will soon strengthen its leather goods department”.
Loro Piana, Winter clothing no longer perform as well, but shoes perform the opposite: next step consist in developing its leather goods department
