Designed to forge tighter links with the multi-brand store circuit and increase the brand’s visibility in the fashion world, the new Spring/Summer 2017 line was unveiled at the Mandarin Oriental Hotel in Milan at the start of the Fashion Week.
The collection features a complete men’s apparel range, with items in fine materials including waterproof cotton and Japanese high-tech stretch fabrics. It includes sophisticated classic pieces manufactured in Italy as well as a sportier high-tech range.
“We are not a derivative product, but a real fashion brand,” emphasised Boris Puddu, in charge of the Collection and Licences division, which oversees all the line extensions of Lamborghini.
“Our range is not linked to cars! It has a high-end positioning and must make a name for itself as a fashion brand,” stated the executive, who admitted it is “a very tough challenge.”
Apparel currently accounts for 30-35% of the division’s revenue, and it grows at a rate of 20% per year.
The accessories are produced through co-branding initiatives with specialists in each category: the bespoke suit service with D’Avenza, sneakers with Mizuno, carbon-fibre luggage with Tecknomonster and the range of four ‘L’ fragrances with Intertrade Group.
The collection is sold at the brand’s flagship store in Sant’Agata Bolognese, Italy, home to the Lamborghini factory, as well as online, at about 130 authorised dealers in 70 countries and about ten franchised mono-brand stores in the Middle East and Asia.
Collezione Automobili Lamborghini is also distributed through multi-brand stores in Europe, Russia and eastern European countries. This year it will premiere on the US market, its leading market for cars.
Founded by Ferruccio Lamborghini in Italy in 1963, Lamborghini has grown to become one of the world’s most famous makers of luxury sports cars.