Sixty Group will not be present at the New York fashion shows this September with its Miss Sixty line, the company said today.

The decision is part of a new strategic phase dedicated to its top women’s fashion brand for the second quarter of 2009.

For Miss Sixty, the company intends to focus primarily on end-users through activities specifically dedicated to the national and international distribution network, online social networking and major trade exhibits.

According to a company’s spokesperson, the NY shows have undoubtedly represented an important step for the brand in the fashion segment. Over six seasons, Miss Sixty has been making the brand global, positioning itself in the luxury streetwear segment, and performing well in the US, with the opening of 13 flagship stores in less than three years between New York, Las Vegas, Los Angeles, Philadelphia, Atlanta, Dallas and Houston, and taking the number of retail stores in the US to 25.

Important also is participation at the most important international trade fairs, considered today the most direct and efficient way to weave solid relations with the field’s operators. Along with the Energie and Killah brands, Miss Sixty participated at Bread & butter with a high profile stand dedicated to the S/S 2010 collections. Sixty Group will next participate at Copenhagen’s CPH Vision, Aug. 6-9, 2009.

In line with new strategic directives, dedicated investments are expected to consolidate the presence of the brand on the most popular social networks, including Facebook. Miss Sixty, which has just inaugurated its Official Fan Page, has more than 14,000 registered users just a few days from its release: a confirmation of the audiences’ need of a virtual place to form a direct relationship with the company and the creators of their iconic brands.

Wichy Hassan, Creative Director and co-founder of the Group, says: "The American market is greatly satisfying for Miss Sixty, both from an image and sales points of view. The future puts us in touch with new realities and in a more direct and immediate way with the public to help determine season after season the increasing success of our collections.”

The Sixty Group, founded in 1989 by Wichy Hassan and Renato Rossi, comprises so-called “Fashion” brands (Miss Sixty, Energie and Killah) and “Authentic” brands (Murphy & Nye, Refrigiwear, Baracuta and Richlu). Sixty Group brands are distributed through 7,000 sales points worldwide in more than 100 countries.

—Maria Cristina Pavarini