Italian designer brand Trussardi has announced the relaunch of its Trussardi Jeans brand with a fashion show held on 17 November 2014 presenting the new f/w 2015/2016 collection, including a press conference presided by Gaia and Tomaso Trussardi respectively creative director and CEO of the brand.

“There are many brands who struggle to build up their own DNA and heritage in order to gain credibility and image in front of the market,” commented Tomaso and Gaia Trussardi. “We didn’t have to create one, but simply bring ours back to light.”

This is the attitude of the third generation of the Trussardi family whose maison was founded in 1911. In 1983 their father Nicola launched the first Trussardi pret-à-porter fashion show, followed by the denim brand launch in 1987.

Gaia Trussardi, creative director of Trussardi
Gaia Trussardi, creative director of Trussardi
“After stopping our jeans brand for one year in 2012, we included it as part of our main collection. From s/s 2015 we will start it again and are now ready to launch it for f/w 2015/2016 with a global strategy aimed at young consumers,” continues Tomaso referring to a change of attitude in the revamped brand. “If in the past our target consumers were over 35, we are now targeting 25-35 year-olds.” And Gaia Trussardi continues: “Our aim is to reach eclectic customers, not a precise category, but rather the market’s highly segmented market made up of consumers all conscious about the fact that thanks to social media everyone can become a trendsetter. And we think our denim line’s effortless elegance easily lends itself to such aims.” Both brothers underline how important the role of social media and e-commerce in promoting and selling this brand will be as well as the other younger brand – Tru Trussardi.

“The Trussardi Jeans collection is characterized by two elements that are strongly tied to this brand’s history and identity – some typical comfy 1980s fits and marbled denim effects. We also included boyfriend fits and more transgressive items to more sophisticated pieces, plus offer a wide variety of leather items,” continues Gaia.

Outfit from the Trussardi jeans collection
Outfit from the Trussardi jeans collection
The collection is made up of about 800 pieces equally divided between men and women. 40% out of the total collection are denim pieces. About 50% of the collection is manufactured in Italy and all washes and treatments are also applied in Italy. Knitwear, shirts and t-shirts complete the offer, while leather goods play an important part because they reinterpret one of the strongest aspects of the brand, though reinvented with younger styles and attitude, aged metallic accessories and more affordable prices – like the rest of the offer. Prices for denim pieces range from €80 to €220 (products priced €150-220 are all made in Italy), while outer jackets cost between €220 and €600.

Also ambitious are the new brand objectives. At present the company’s overall sales are about €400 million, of which about €180 million come from apparel and around €100 million from licensed products. The remaining sales come from the Japanese market managed through a local partner, specific strategy and distinct apparel collections.

“Through our newborn jeans brand we aim at doubling our apparel sales and reach about another €180 million more,” continues Tomaso. They expect to increase their business internationally and especially grow in their major markets – Italy (presently counting for 35% of the total), Russia and China. Trussardi Jeans will be sold through a network of about 800 multibrand stores out of their total 1,000 ones (most of whose are department stores), 21 monobrand stores in China and about 20 in Russia. They are also considering to open stores in Eastern Europe. At present, in addition to their flagship store in Piazza della Scala, they just opened their first new Trussardi Jeans concept store in Milan’s city centre, Corso Europa.