Italy Underwear Brand Intimissimi Force The Second "Secret" Of The United States?

Intimissimi is one of the brands of Italy lingerie group Calzedonia, which was founded in 1996. It is famous for its tight underwear and pajamas made of organic cotton, sponge and cashmere, and is the leader of the European underwear market.

The main course of development is as follows:

In 1996, the Intimissimi brand was founded.

In 1998, Intimissimi reached an important milestone in 100 retail stores.

In 2007, Intimissimi launched the short film "Tango of the heart", directed by Gabriel Muccino, the famous director of Italy, and starring actress Monica Belucci.

In 2009, Intimissimi launched the beauty series, the actor Alyson Le Borges and her niece Alain Delon, together with the new body sculpting underwear series.

In 2011, Intimissimi opened 1020 retail stores in 23 countries around the world.

Since 2014, the Intimissimi sales network has more than more than 1200 stores in 31 countries in the world, of which Italy has more than 500 stores.

Force the US market

Prior to that, Intimissimi's sales market was mainly in Europe and other places, but recently it began to force the US market.

Last year, Calzedonia, the parent company of Intimissimi, opened the first American Intimissimi store in Paramus, New Jersey.

This year, 3 opened second stores in Roosevelt Field Mall, Long Island.

In July, the company will open flagship store in Fifth Avenue, New York.

Calzedonia Marcello Veronesi, the US regional manager, said: "the United States is a huge market. The biggest challenge facing Intimissimi in the US market is how to make the brand distinctive.

We don't have many product categories. We stick to our positioning instead of deliberately copying luxury brands, but we will not be classified as fast fashion brands.

In the past, I felt that we mainly lacked some big customers in China and the US market, and developers of commercial complexes were also very interested in European brands like ours, so we had great potential to expand the market.

The goal of Intimissimi is to open 30 stores in the United States by 2018. These stores will be located in shopping malls in Chicago shopping center, Magnificent Mile and Miami Lincoln Avenue.

Intimissimi will also have greater input in marketing in the future. They will continue to work closely with Hollywood actress Julia Roberts (the number one spokesperson of Calzedonia), British female singer Rita Ora (spokesperson of Italy underwear brand Tezenis Millennium generation underwear line), and Russian supermodel Irina Shayk (Intimissimi spokesperson).

According to Marcello Veronesi, the price of Intimissimi is similar to that of Vitoria, but most of the products are produced in Italy, and the design is more fashionable and fashionable, with new stores coming every week.

Moreover, Intimissimi stores have a wider coverage and have about 4200 stores around the world, while the secret of Vitoria is only about 1100.

These stores are much smaller, mostly boutiques, and about 70% are franchising partnerships.

As early as 2005, Vitoria's Secret parent company and Calzedonia Group signed an agreement to launch Intimissimi underwear parity Series in the United States.

After that, some Intimissimi boutiques were also opened in secret stores in Vitoria.

This year, the company will hold the annual "Intimissimi on Ice" underwear show in Italy. This is a performance show similar to Vitoria's secret show. It combines music, skating and fashion elements to bring a new visual experience to the audience.

Last year, the third "Intimissimi on Ice" show was held at the Verona outdoor theater in Italy. Italy blind singer Andre Boccelli (Andrea Bocelli) and the famous American singer Pharrell Williams were participated in the event.

Future,

The "Intimissimi on Ice" lingerie show is also being brought to the United States.

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