Current Silvian Heach campaign
23 Jan. 2014
Silvian Heach launches denim and accessory lines
The Italian women’s apparel brand Silvian Heach is working on a series of new projects and brand extensions in order to expand their business on international markets.
During the last edition of Bread & Butter they launched a new denim complete total look line which featured about 250 pieces. “Just like with our brand as a whole, for this denim line we also want to focus on top grade materials and products while still offering them at moderate prices,” says Mena Marano, General Manager of Arav Fashion. The new collection was designed and coordinated by Carlo Palmieri, a denim industry veteran who has also collaborated with brands Ittierre holding and the Phard and Zu+Elements in the past. The new collection takes its inspiration from forward-minded streetwear and retails on average at about €65 for a pair of jeans. It will be sold through about 300 stores in Italy in fall/winter 2014/2015 and starting with spring/summer 2015 also distributed to Germany and northern Europe.
The company has also introduced a range of accessories to marketed and distributed through apparel and accessories and bgs stores and presented at such specialist trade shows as Micam and Mipel. In addition, starting in spring/summer 2015 they will also launch an eyewear line (prescription as well as sunglasses) to be distributed through opticians only and showcased at MIDO. This last collection is designed by eyewear specialist Paolo seminara and is part of the collection to be produced by specialist Italian eyewear manufacturers.
Arav Group expects to achieve €90 million in sales revenue for fiscal 2014. Thirty percent of its revenues are based on export, though they aim to increase their export sales by speeding up delivery and service activities. The company now sells its goods through about 100 monobrand stores (one-third are their own retail business and the rest franchising) and 2,700 multibrand retailers (about 1,500 multibrand sites in Italy and 1,200 abroad). Their future expansion plans also includes about 40 new store opening in Turkey by 2017, four of which were already opened by the end of 2013.
Maria Cristina Pavarini
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