The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The streetwear giant’s first store in Italy opens May 6 and will be its 13th retail location. Supreme took out billboards in Milan to announce the opening and also advertised in local Italian newspapers, according to NSS Magazine.
Supreme’s move to Italy comes after years of battling aggressive counterfeiters in the country — most notably, the “legal knockoff” brand Supreme Italia, which took advantage of copyright and trademark loopholes before being deemed illegal themselves. The company, which was acquired by VF Corporation in November 2020, also faces fierce counterfeiters businesses in China.
How did Miu Miu grow by 58 percent last year? CEO Benedetta Petruzzo breaks down the plan that’s powered eye-popping acceleration in a slowing luxury market.
Luxury brands aren’t cutting back exactly, but the days of spending ever more of the budget on custom dresses and celebrity ambassador contracts may be coming to an end.
The Milan-based group’s continued acceleration in a slowing luxury market could ease pressure on its new generation of leaders as Miuccia Prada and Patrizio Bertelli plan their succession.
Now up for the LVMH Prize, designers Everard Best and Téla D’Amore are looking to fuel the next phase of growth for their hyped brand — known for its die-hard community and ultra-detailed denim.