MFFASHION – November 2016
ELISABETTA FRANCHI GROWS AND BETS ON THE ATHLEIUSURE WEAR
The label with a revenue of 102 millions (+1,1%) reveals MOVES, its first collection dedicated to sportswear. Increasing the offer to six moments of sales. A revolution in the ELISABETTA FRANCHI’s Maison. The Bologna label is preparing for a double debut and the beginning of a new era. The company, which will close 2016 with a turnover of 102 millions euro (+1,1%) and an EBITDA of 21.3 millions (+17%), has enriched its offer with a dedicated Athleisure collection of casual and activewear, with technical garments and high- tech accessories, set to arrive in stores in May 2017 and, in parallel, launched its first Pre- Collection for FW 2017. “The sportswear is contaminating more and more dailywear and breaks into the everyday use occasions, becoming fashion,” explained to MFF Elisabetta Franchi, Owner, President and Designer of the company. “This capsule, named MOVES, born observing the world, both as a spectator and as protagonist”. 54 pieces, including 13 accessories: wristbands, headband, earphones and colored laces to customize the running or casual sneakers, to match with the Maison must-have such as bodysuit, t-shirts and oversized sweatshirts, but also leggings and stretch tops with details of fringes in laminated eco-down leather, gold trims, asymmetries and transparencies created with tulle and net. “MOVES is a complete offer and a new moment of sale,” affirmed the CEO Eugenio Manghi to MFF. “In addition to the opportunity to get in contact with new customers who appreciate this new project.” The capsule will be distributed worldwide through 67 Monobrand Boutiques and more than 1.100 Multibrand stores. ‘Live fast, live intense’ is the slogan and the leitmotiv for the collection. “Moves propose itself like a lifestyle” says the designer. The same concept leads the launch of the Pre-collection, that is geared to attract the attention of the big international department stores, through adding new sales moments, that from four in a year, now became six, subdivided in Pre, Main and Show, for 800 items. “The Pre-collection stems from the need to coherently identify selling moments, and give greater weight to the proposal, and, at the same time, to ensure to customers and distributors a delivery service adequate to all markets”, explains the CEO Manghi, that continues saying: “We think that the Pre-collection could represent around 35-40% of the business, but mostly, a part from the numbers, could be an important proposal to face markets and demanding realities in terms of service, allowing the brand to propose itself in a more persuasive and complete way, to the international distribution”. The collection’s themes will be re-proposed in accessories, handbags and shoes that represent 13.5% of the brand’s turnover. The Pre collection also includes the new label Pure, with essential garments that emphasize the combination of premium materials and fit..