Fabiana Filippi to open branches in the United States and China – WWD

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MILAN — Fabiana Filippi “is entering a new era”, in the words of co-general manager Mario Filippi Coccetta.

The next steps will see the Italian fashion brand focus on the US and Chinese markets over the next three years, with the opening of branches in these regions; a new store concept developed by architect Patricia Urquiola unveiled for the first time in a new Milan flagship; the launch of a new logo and brand message, and investments in communication, marketing, industrial production and its online store.

The company will open a new headquarters and showroom in New York’s SoHo in October or November to directly control its US business, bolstering its wholesale accounts. The United States, where there are two Fabiana Filippi boutiques, in New York and Dallas, represent 10% of the company’s sales. In addition to a presence in major department stores, the brand is available in 60 specialty stores in the United States and online.

“This market is underdeveloped, there is a lot of growth potential and we want to bring it to the level it deserves,” said Filippi Coccetta. “The US headquarters will allow us to be closer and more responsive to the market, to respond to changes, and to forge new, stronger partnerships and collaborations.”

The brand is not yet present in China and a new branch in the country, probably based in Shanghai, will open in the second half of 2023. In this case, the focus will be on retail first, followed by trade wholesale. “We are starting to communicate our brand in China to prepare the market,” said the leader.

The company has invested in technology and in its e-commerce channel, which has seen a 50% year-over-year increase and accounts for 4-5% of sales. “It should represent 10% of the total in three years,” said Filippi Coccetta.

The brand’s new identity, with a new “more modern and readable logo”, is reflected in the new flagship store which opened last weekend in Milan’s Via Spiga and which will be officially inaugurated with an event after Fabiana Filippi’s presentation during Milan Fashion Week September 22.

Fabiana Filippi’s new flagship store in Milan.
courtesy of Fabiana Filippi

“We liked the idea of ​​a woman interpreting the location for our female clients,” he said.

The central region of Umbria, where the company is headquartered, with its beautiful natural landscape, inspired both the store and the new brand image.

The boutique was designed as a multifunctional space with linear minimalism but multiple organic textures and recycled materials, such as broken glass becoming a new revisited surface.

The woodwork covering the walls has vertical lines that hide the paneling, and the walls are treated with whitewash, a durable alternative to paint. The shelves displaying the folded clothes and accessories are made of recycled glass. The tables are made of reclaimed steel.

There is a natural progression of the rooms and the passageways are marked by wide stainless steel frames whose angular precision contrasts with round steel columns supporting an off-centre freestanding display, dividing the main room.

An accessories corner is marked by walls clad in sustainable recycled paper paneling, inspired by stone quarries in Umbria, to better display the burgeoning category. For Fall 2022, Fabiana Filippi has developed a more robust collection of handbags and shoes designed by accessories veteran Diego Dolcini.

A plush rug made from recycled yarns covers the floor and the display installation alternates between matte and mirror steel. The fitting room walls are clad in cement and amber-colored recycled glass.

The sleek, polished and minimal new logo, designed by Studio Cucco, reflects the brand’s aesthetic evolution in a Futura-based sans serif font.

Soft Umbra is the new color of the institutional brand, in pale grey-green “inspired by the morning dew of our territory. Next to it lives Zolla, clumps of warm clay-colored earth that rise to the surface when the land is plowed each season,” said Filippi Coccetta. The new logo is available in warm white and matte black. Durable packaging and lightly textured paper will feature Highland embossing. From the fall 2022 season, the new brand identity will apply to products, labels, store signs, social networks, the website and all communication tools.

The brand will also launch a series of new mono-thematic capsule collections designed by creative talents “who have never worked with us before, so that they reinterpret our codes”, explained Filippi Coccetta.

He admitted the business was hit by the COVID-19 pandemic in 2020, but he expects sales to top 2019 levels in 2023, reaching 100 million euros next year.

“We turned negativity into positive, aware of future possibilities, optimizing our industrial processes, becoming more efficient, maintaining a high level of quality, mapping new projects that would give a strong signal to the market, investing in our production and we “We have dismissed none of our employees. On the contrary, we have hired new resources and strengthened our managerial organization. We have healthy ambitions”, concluded Filippi Coccetta.

Fabiana Philippi

A look from Fabiana Filippi’s Fall 2022 collection.
courtesy of Fabiana Filippi

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