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For an iconic of Italian fashion house, Emilio Pucci, has elaborate its reign for 60 years gracefully. Especially, on hands of Peter Dundas who revamp the house with its sultriness boho chic rather than bold kaleidoscope-colorful print. Pucci just adopt its new season advertising which Amber Valetta photographed by Mert Alas and Marcus Piggott. The result is outstanding for a new Pucci’s new standpoint of it sultry and sexiness of Italian-high class.
From its success in generating new fanbase/consumer, fashion critic’s praised Pucci is becoming a rare star in Milan show schedule and LVMH portfolio. Compare to other brands in LVMH, Pucci is still small in overall revenue due of less diversification of merchandising. However, Peter’s creativity is establishing new opportunity in expanding more lines for retail space. Repeating brand awareness is still important mechanic to intrude a new prospect consumer. However, some specific channels are significantly effectice like print magazine in certain area like China, Middle East or , recently Setember issue 2012, USA, or Digital online. We might see the result of campaign by end of fiscal year but I love Pucci now.