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Luxury Missoni brand exports 85%, next step will be China

by Marta Casadei

Angela Missoni, for 20 years creative director of the eponymous firm founded in 1953 by her parents Rosita and Ottavio, certainly has a global vision of her business.

“We are a family company, a Made in Italy artisanal luxury fashion brand and we are targeting the world,” she told students of the Master in Luxury&Fashion management organized by 24 Ore Business School.

“85% of our customers are foreigners, with the US, the UK, Korea, Japan and the Middle East as top buyers. We are not present in China yet, a difficult market but also an enormous opportunity for us: I hope it will be our next step,” she said.

In 2016 Missoni had revenues of €140 million, €61 million through Missoni Spa, and a total of €8 million profits. It is a relatively small company -- considering that the luxury sector is characterized by giant international groups -- which has rightly established itself as an iconic brand of Made in Italy, helped by Tai’s genius, Rosita’s creativity and the skillful management of generational turnover.

“My mother has called on me to take the creative reins of our major collections, to give young blood to the company,” Angela Missoni told students of the Master in Luxury&Fashion management organized by 24 Ore Business School. “And the third generation, my children and my grandchildren, are working with us. To stay in this business, you need courage and the will to risk.”

There are many new challenges that Missoni will have to face from now on: “We’ll re-unite men’s and women’s runaways, starting from September fashion week in Milan, to respond to a rapidly changing market,” she said. We are betting on e-commerce: our online shop, created 7 years ago in partnership with Yoox, is registering a 50% sales growth year after year. Being active on social media is also very important.”

The company, which manages all the production phases both of clothing and accessories, is eyeing investments in the future to accelerate growth.

“We are completing an important restructuring, started a few years ago and crucial to stay tuned with the times,” Angela Missoni said. When it will be in place we’ll move forward: I’m thinking of a strategic plan and of additional investments. I’m not opposed to a partnership, but we haven’t been looking for one up to now.”