Fashion Marketing-Brioni

Topics: Milan, High fashion brands, New York City Pages: 2 (489 words) Published: November 23, 2011

Brioni is an Italian fashion house founded in 1945 by Nazareno Fonticoli and Gaetano Savini.In 1990,Umberto Angeloni became CEO of Brioni. It specialises in the sale of hand-made suits. Brioni’s first fashion show was held in 1952 at the Pitti Palace, Florence.The show gave the company world wide exposure. In 1954, the Brioni held the fashion show in New York City, followed by shows in eight other American cities. That year Brioni opened new shops on both sides of the Atlantic. MAIN COMPETITORS:

Men’s wear:
Ermenegildo Zegna
Hugo Boss
Giorgio Armani
Gianni Versace
According to the results of the 2011 Luxury Brand Status Index (LBSI) Brioni is the top men’s luxury fashion brand of the year. Women’s wear:
Hugo boss
Polo Ralph Lauren
Zegna (Agnona)
Louis Vuitton

1945 - Brioni opens a tailor shop in Rome
1961 - Brioni begins distribution to the United States
1978 - Brioni opens its own tailoring school
1982 - A retail shop is opened in New York
1990 - Umberto Angeloni is named chief executive officer
1995 - Pierce Brosnan, in the James Bond film Goldeneye, wears a Brioni suit 2002 - Brioni opened its first two women's apparel stores in Milan and New York

As Brioni prepared for the future, the esteem accorded to its brand name was as strong as ever. Although Angeloni consistently tempered any growth of the company's retail network by insisting the development of a retail chain was not in the company's future, the number of Brioni shops increased, nonetheless. In 2002, the company opened its first freestanding women's store in Milan followed by a second women's store in New York later that year.

Brioni, known for its menswear announced in Q3 2011 that it has ended its women’s wear line, the fall/winter collection currently in stores being the last one. The women’s fashion show was scheduled...
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