Miss Sixty, the renowned woman’s jeanswear and fashion brand founded by Vicky Hassan in 1991, is ready for a global relaunch. After taking its first steps in f/w 2016/2017, from f/w 2017/2018 it will officially be sold in Asia and Europe through both retail and wholesale distribution.
Even if owner company Trendy Global Group hasn’t confirmed, the relaunch has involved important experts in the denim market such as denim guru Adriano Goldschmied. Goldschmied has been collaborating with the company since 2014 and only recently has started working on specific strategic projects focused on design, product and industrial development mostly for the Chinese branch of the company.
The new collection was entirely redesigned and upgraded to a premium denim level and offers a complete total look of about 1,200 pieces per year subdivided in four distinct seasonal collections of about 250 pieces each. In addition, two special capsule collections – named Angel Collection - will also complete the offer of the summer and winter seasons and will be inspired by ideas that characterized some of the last products designed by Vicky Hassan. This more expensive and richly decorated capsule will only be sold through some key accounts and their monobrand stores.
The new Miss Sixty wants to keep its own original denim identity as 55% of its total offer will continue to be denim pieces, though it also includes a vast selection of dresses, tops, jackets together with some accessories and footwear models. Retail prices range from €89 to €259 for denim pieces even if some pieces of the Angel Collection are sold at about €400 up to about €1,100 (for more elaborate pieces, for instance added with fur elements, embroideries and material mixes, as for the Angels Collection).
Miss Sixty has already started its expansion strategy in Europe and Asia. In Europe they manage operations through their Sixty distribution head offices in Milan. They have also already opened two monobrand stores in London, two in Rome, one in Florence and one in Palermo. By the end of 2017, they will also inaugurate an 800 sq. meter flagship store in Milan, Corso Vittorio Emanuele, characterized by a new impressive store concept.
They aim to start selling through about 30 stores in Russia (they are already sold through monobrands in Kraznodar, Simferopol and Rostov), and expand their presence through stores in Italy and Germany. “Our aim is to start working with about 50 doors in Europe by f/w 2017/2018 and make them grow to about 100 by end of s/s 2018,” commented Luca Fontana, wholesale export manager EMEA, who previously worked for Armani Group.
In the Benelux, they are sold through prestigious stores including De Rode Winkel store in Utrecht and Hudson Bay in Amsterdam. “We are not aiming to work with too many stores as we care to keep a high positioning in the market,” added Fontana.
More plans will soon be disclosed for the German market as the brand will participate in the July 2017 edition of Panorama in Berlin. This area is managed by Moon+, by Ayhan Gökmen, another key player in the market who distributed G-Star in Germany for the last 20 years. “It is hard to describe through which stores we will work in Germany as the retail distribution has changed totally in the last years. In addition to important partners such as important stores including Fast Forward and Kult, we also want to work with what we can call ‘fashion houses’, serious professional stores who can understand the product and guarantee the image of the brand and its upgraded quality and image while expanding through the country,” explains Gökmen, implying that they are planning to also open monobrand stores in Germany, soon.
In Asia Miss Sixty will be managed through Trendy Global Group’s head offices in Guangzhou. They started selling in China and Hong Kong and will also start expanding in Japan from s/s 2018.
Miss Sixty was bought by giant Trendy Global Group end of 2015. Ninety percent of the holding are owned by visionary and charismatic entrepreneur Jacky Xu while the remaining 10% belong to L Capital Asia (the investment arm of the LVMH group). The holding manages 3,000 stores worldwide in 290 cities and manages various other fashion brands including the men’s brand Trendiano and the womenswear brand Coven Garden. It is also exclusive licensee holder of 10 Corso Como in Greater China and signed agreements of distribution in China with Denham and Superdry. The holding is expected to go public – very likely - by end 2017 on the Hong Kong stock market exchange.
“We think there is a great thirst for this brand. And especially now as there is such a strong desire for brands that were successful in the ’80s,” continues Fontana.
Editor's note: The Text was updated on June, 21, 2017 due to a change of information regarding the involvement of Adriano Goldschmied with the Miss Sixty brand and about the Miss Sixty Florence store that was not reopened, but just refurbished in June 2017. Furthermore, details about the number of planned stores in Italy, Germany and China, about the brand's sell-out percentage in China, and names of the brand's sales manager EMEA and global CEO are cancelled.