The Adjustment Of La Perla Strategy Is Beginning To Show.

In the past, although La Perla also had products such as evening dress, high heel shoes and perfume, there were not many, underwear has always been its absolute focus.

Recently, however, the brand that has been established for 62 years has decided to formally enter the garment industry. This series of garments will be designed by the newly appointed creative director, Julia Haart.

Haart came from La Perla's internal design team and made two accessories in spring and summer 2016 and 2016-2017 fall and winter.

In the statement of pformation, brand chairman Silvio Scaglia said the move was "the first step in brand change towards a complete lifestyle theme".

This change marks the formal pformation of La Perla into a more diversified lifestyle brand.

In the future, it will have garments, underwear, pajamas, swimsuits, accessories and men's pajamas and swimsuits.

Lifestyle brand is a business concept that is booming in the market. There are many brands in the clothing industry.

For this diversified way of operation.

But in fact, earlier.

The adjustment of strategy has begun to emerge.

In the past, the products of La Perla have always been stocking their socks, underwear, stockings and silk pajamas by the internal team of the brand. If you want to ask the Italians who do the best, the answer to them is La Perla.

The story of the high-end underwear brand in Italy has been focused on making women's appearance as elegant as their appearance. Compared with the American brand such as Victoria s Secret, La Perla is not so sunny, it has a little flavor of maturity and charm.

Plan.

In January of this year, Pedro Lourenco Lourenco, a nearly 26 year old designer, came to be the creative director of the first lingerie.

Lourenco became a prodigy by Brazil fashion industry. He started designing fashion for his parents' brand when he was 12 years old.

Lourenco's first series of La Perla Perla was released in Milan fashion week in February.

His design categories include pajamas for men and women, underwear, casual wear and accessories, and will also be responsible for the Atelier Series in Paris.

On display.

The emergence of c creative director shows that the brand has established the concept of independent operation of product line.

However, each brand is handed out different answers according to its original market positioning, for example, shoe shoe brand Camper extends its business to the hotel area, while Kate Spade sells clothes, shoes, bags to pots and pans and smart watches.

Of course, besides the clothing industry, there are more and more lifestyle brands. Enterprises hope to provide a more complete shopping experience for more and more picky customers.

In short, the development of the way of life also means more opportunities for cross-border cooperation.

Haart said in an interview with Vogue that the new garments will also be integrated into the design inspiration of underwear.

In the new leisure brands such as Are You Am I we have seen before, we have seen some women's underwear such as suspenders and so on. They are welcomed by some consumers, especially the social media such as Kardashian, Gigi Hadid and so on. The new design of La Perla is worth the expectation of the market.