Liu Jo, the
Carpi-based pret-a-porter brand, recently launched pennyless into a Chinese
market with a launch of a initial emporium in Shanghai. The aim of the
brand’s newest enlargement is to benefit some-more general knowledge in order
to make a entrance on a runways during Milan Fashion week.
Speaking of gaining experience, by a finish of a year, a association will
develop a possess menswear collections. Liu Jo entered into a licensing
agreement with placement association Giuseppe Nardelli, owners and owners of
Co.Ca.Ma, in 2012 for a prolongation and placement of a menswear line
Liu Jo Uomo.
Liu Jo finished 2017 with a turnover of 338 million euros. The brand
operates 400 stores, in further to carrying a equipment sole by 5000
multi-brand and specialty stores worldwide. Currently, 800 people are
employed by Liu Jo, 350 of whom work in a company’s domicile in
Carpi, where Marco Marchi, President and Head of Style during Liu Jo S.p.A,
spoke to FashionUnited.
What is Liu Jo’s expansion devise for a Chinese market?
We have only non-stop a opening in Shanghai, where we sell the
collections Liu Jo Black Label, Gold Label, White Label, Blue Denim,
Knitwear, Les Plumes, Sport, Liu Jo Accessories and Liu Jo Shoes. This
opening reflects a enterprise to embark on a trail of expansion and consolidate
the brand’s participation in China, in terms of positioning and reputation. The
boutique is located inside one of a many eminent dialect stores in
the world, Plaza 66, that houses some of a many critical brands on the
Actually, this is some-more of a lapse for us than a debut, as a first
shop in Shanghai, was non-stop during Plaza 66 over a decade ago. We had a
partnership with a internal association behind then, though motionless to mangle off
relations after on. In short, we’ve always been unequivocally meddlesome in China as
a marketplace and now we intend to recover a hold on code recognition there. Our
next step will be opening a store in Beijing, before a finish of 2018.
Are we also formulation to sell on Chinese web platforms?
We devise to connect a brand’s participation by a physical
location for now. But we will positively cruise offered around Chinese online
marketplaces in a future. Moreover, we resolutely trust that multi-channel
retailing is a best strategy.
What does it meant for a code like yours to concentration on a multi-channel
It means integrating sales online and offline. We unequivocally concentration on
achieving a rewarding and personalised selling knowledge for our
customers, that is utterly opposite from a mass-market retailer, where the
shopper is roughly totally autonomous.
How is e-commerce doing in Europe?
E-commerce is flourishing during an exponential rate. We’ve reached a share
turnover of 2-3 percent, with a expansion rate of +40 percent compared to
2016. At a moment, a e-commerce is managed internally, that allows us
to have a tighten attribute with a customer. This approach we can learn
about their tastes, habits and desires.
Who are your customers?
Most of them are women. This is mostly due to a fact that Liu Jo Uomo
is constructed and distributed by Co.Ca.Ma, though by a finish of a year the
brand will be managed directly by us.
In any case, Liu Jiu business are courteous to peculiarity and fitting.
They wish to raise their healthy femininity and beauty, by a highly
glamorous and personal style. Our code has always belonged to a premium
segment. Recently, however, we have also been approached by consumers who
are no longer peaceful to accept a cost of oppulance products, that has
tripled in a final 3 years.
Where do we make your products?
It depends on a product: knitwear and a poignant partial of the
fast-fashion is constructed here in Carpi, while a jeans is done in Turkey
and Albania. Quilted jackets and cashmere, on a other hand, come from
What are your categorical markets today?
Italy stays a number-one market, though a Benelux segment is also very
important. The US is among a countries we’re looking to enhance to. It a
complex and rival market, where consumers are unequivocally sensitive. We are,
as they say, in an initial break-through phase.
What fairs do we attend in?
We attend in Coterie in New York, Modefabriek in Amsterdam and
Premium in Berlin.
Any fairs in Italy?
We are organising conform shows in Milan during a moment, heading adult to
fashion weeks. Let’s contend that it is probable for Liu Jo to take partial in the
fashion week in a future. We are gaining experience, given presenting a
collection on a catwalk during a central calendar is a commitment. It’s
something that requires adequate preparation. we am assured that Milan
will sojourn an critical anxiety indicate for foreigners.
This essay was creatively created for FashionUnited.it.
Foto: Marco Marchi; la sede Liu Jo di Carpi, credit Liu Jo press