Mr.Mr. Italy, Asia-Pacific US market expands due to "Stars"

In fact, the turnover and international reputation of Mr&Mrs Italy, together with the number of independent brand stores, has grown steadily in recent years. In recent months alone, this well-known brand of Parker's coat has opened four new flagship stores outside of Italy, located in Miami, USA and Greater China, Beijing and Shanghai.

Mr.Mr Italy, a fashion luxury fur clothing brand from Italy, is known to Asian consumers for wearing the Parker coat by the heroine Quan Zhixian in the hit Korean drama "You from the Stars" in 2013. The street beats of many domestic and foreign stars are even more Let this Italian brand established in 2007 quickly establish itself in the market and become internationally renowned.

In fact, the turnover and international reputation of Mr&Mrs Italy, together with the number of independent brand stores, has grown steadily in recent years. In recent months alone, this well-known brand of Parker's coat has opened four new flagship stores outside of Italy, located in Miami, USA and Greater China, Beijing and Shanghai.

It seems that very few other garments can be constantly updated like Parker's coats and allow each new model to survive the fierce market competition. Since its popularity in the UK in the 1960s, Parker's coats have only been adjusted in detail without involving substantial changes, and this may be the one that consumers of all ages have a special liking for in different historical periods. Big reason. Mr&Mrs Italy's Parker coats are top-notch in terms of material type and quality. Whether it's canvas fabric, buttons, accessories or embroidery, every detail reflects the uniqueness of Mr&Mrs Italy.

In just four years, Mr&Mrs Italy led the company's CEO Andrea Bucalossi to achieve a leap in sales from €1.5 million to €30 million. 80% of the €30 million in sales of Mr&Mrs Italy in 2016 was achieved through exports.

This rapid growth seems to have been achieved through simple and casual “digital word-of-mouth publicity”, in fact through the careful planning of Andrea Bucalossi and the company's marketing team. Mr&Mrs Italy turned its attention to international celebrities, allowing them to choose the appropriate Mr&Mrs Italy Parker coat for street shooting based on their established style, rather than just letting them “like” on Instagram. stand by.

Consumers, especially millennials, have become more aware of the “routines” of brand communication strategies and have clearly recognized the potential mechanisms of social networking. Therefore, in order to further expand the influence of the brand, the previous online marketing model must be largely brought to the offline experience, so Mr&Mrs Italy decided to increase its investment in physical retailing in the future.

Andrea Bucalossi expects Mr&Mrs Italy's sales in 2017 to increase further by 20%.

Editor in charge: Wang Zhen