“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 Italian supercar manufacturer Automobili Lamborghini, owned by German giant Audi. Apparel accounts for 30-35% of the division’s revenue, and it grows at a rate of 20% per year.
“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.”
The menswear project is managed internally, at the manufacturer’s Italian headquarters. As for the children’s line, it was launched six seasons ago, under licence with Italian producer Marbel.
The objective is to forge tighter links with the multi-brand store circuit and increase the brand’s visibility in the fashion world. That is why Automobili Lamborghini chose the uber-chic Mandarin Oriental Hotel in Milan, at the start of the Fashion Week, to present its Spring/Summer 2017 menswear collection with a cocktail party.
The collection’s total look was launched in 2013. It features a complete men’s apparel range, with attractive items in fine materials (waterproof cotton, Japanese high-tech stretch fabrics, etc.).
The collection includes sophisticated classic clothes manufactured in Italy and a sportier high-tech range in which the Lamborghini logo features more prominently. The design team is led by Luca Lucini.
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 adds up to 300-400 items and 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 (Dubai and Abu Dhabi) and Asia (in Thailand and Taipei, Taiwan).
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.