FOCUS ON BRAND IMAGE AND SUCCESS
IN A RECENT INTERVIEW WITH WeAr, TWINSET 'S CEO, ALESSANDRO VARISCO, DISCUSSED THE BRAND’S GLOBAL EXPANSION STRATEGY, FRANCHISING, AND WHOLESALE, AND THEIR PARTICULAR POSITIONING ON THE MARKET.
Palais Galliera’s “1997 Fashion Big Bang” exhibition revisits the explosive year in fashion history that marked the high point of 1990s fashion and the gateway to the new millennium. 1997 brought emblematic collections that defined the fashion scene as we know it today, such as distorted bodies by Comme
des Garçons in “Body Meets Dress, Dress Meets Body”, Martin Margiela’s conceptualized garments in “Stockman”, and Raf Simons’ redefinition of the canons of male beauty in “Black Palms.” Star designers arrived in haute couture, such as Jean Paul Gaultier and Thierry Mugler, while a new generation of British designers took over French fashion houses: Alexander McQueen at Givenchy and John Galliano at Christian Dior. The exhibition showcases over 50 silhouettes, videos, and archive documents.
March 7 - July 16, 2023 Palais Galliera, Paris www.palaisgalliera.paris.fr
For your upcoming summer campaign, you are working with Sienna Miller. How important is it for you to work with international celebrities to represent your brand?
It is crucial to maintain global appeal, which requires an international language. To increase worldwide awareness, we need an international ambassador. Sienna Miller is the perfect fit for our campaign, embodying our values and DNA. Her warm and kind approach embodies the femininity and gentleness that we value. The new Twinset campaign perfectly captures her attitude in a behind-the-scenes perspective.
What are your intentions in terms of franchising and is there one market in particular which is important to you?
Franchising is vital for our global expansion. By partnering with local individuals, we can better promote ourselves in countries where we do not have boutiques. While Italy is our main focus due to the brand's origin, we are also expanding throughout Europe, with strong footholds in Russia, France, and Spain. Currently, our goal is to increase awareness and business in Germany, where our online store is the second-largest market in terms of turnover. We are considering Hamburg as a new franchising location.
In terms of wholesale, how is Twinset positioning itself?
Wholesale is a crucial channel for us, with over 3000 points of sale worldwide. We aim to be an affordable brand with added luxury services, including events, visuals, reorders, and special capsules, bringing us closer to the customer. Our focus is not just on improving the quality of our wholesaler but also on increasing turnover and sales. After recent improvements, our next goal is to enhance our brand image and positioning, which is a key factor in our success.
Which upcoming projects are you working on?
Our goal is to feature our key products and categories, such as knitwear in the winter and dresses in the spring and summer, while keeping the collection affordable and on the catwalk.