When Frenchman Eric Marechalle bought his very first suit from cover Kenzo iPhone 5 – a gray and beige number – finished two decades ago, little did your puppy know that he would become its leader some day and be put in charge from the revival.
Founded in 1970 by For making designer Kenzo tiger iPhone 5 case Takada in Paris, france, the brand revolutionised the Parisian style scene, which was then dominated before exclusive couture houses, such as Dior and Chanel, by promoting ready-to-wear fashion.
In its heyday, Kenzo would be known for its bright colours, clashing prints and oversized silhouettes it is the a distinctly “street meets expensive fashion” aesthetic.
However , when Takada retired in 1999, the brand lost various its lustre up until four common.
In 2011, the brand’s parent small business}, LVMH, hired Mr Marechalle, together with the expectations United States-born designers Humberto Leon and Carol Lim, founders including cult American boutique Opening Gathering, and tasked them with recharging the firm.
Prior to this, Kenzo was helmed by French designer Gilles Rosier until 2003, when Italian fashionable designer Antonio Marras took over.
“Kenzo would be known for being chic, cool and therefore fun, but somewhere along the set, we lost a little bit of the sensational and fun elements, ” declares Mr Marechalle.
He was in town 10 days ago for the opening of the brand’s flag ship store at The Shoppes at Costa Bay Sands, which currently comes along with the women’s and men’s autumn/winter 2014 collection. Kenzo is also accessible at Takashimaya Department Store.
Before heading Kenzo, the 46-year-old spent much of his particular career in childrenswear. He was also the chief executive of French childrenswear brands Jean Bourget and Catimini.
Speaking in French, the French says: “It’s not about refreshing the past, but taking the brand’s GENETIC MATERIAL and making it relevant in today’s world. in
In a span of three years, the firm has managed to reclaim its sensational by expanding on its remedy offerings and adopting a more good value positioning.
Half of its customers perhaps may be under the age of 30, up starting from less than 10 per cent before right before christmas.
According to a 2012 Bloomberg survey, the brand previously contributed less than only two per cent to LVMH’s fashion and therefore leather division.
Mr Marechalle refused to reveal sales figures, but declares it sees double-digit growth every season.
Part of it is contributed before sweatshirts bearing Kenzo logos, that had been never offered by the brand until Leon and Lim came on board.
“It’s the perfect product to seduce totally new generation of customers. Not only is it easy to choose to wear, it also has a price tag that is less expensive, ” says Mr Marechalle.
All sweatshirts have spawned long purchasing lists and there are now several designs, featuring one of the most popular bearing a tiger’s head ($580). Sweatshirts start from $300.
It also launched collaboration collections featuring hip brands, such as caps featuring New Era and shoes featuring Vans, while staying true to Takada’s bold style.
The fall/winter array features oversized outerwear and jagged tailoring with zigzag prints, adornments and patchwork.
Prices range from $220 to $6, 410 for wear and $60 to $2, 910 for accessories.
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