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La Perla to rationalise brand strategy

Italian lingerie firm La Perla is to rationalise its brand portfolio and lower prices in a move it claims will boost its market share.

La Perla is set for a major reshuffle of its brand portfolio from autumn 10. Labels including lingerie and swimwear brands Malizia, Glamour, Anna Club, Aquasuit, Joelle, The Black Label, Limited Edition and Bridal, will all be subsumed within three divisions: La Perla, La Perla Studio and the newly-launched Villa Toscana.

Villa Toscana forms part of La Perla’s strategy to focus on cosetry with modern twists including laser-cut lace. The Villa Toscana range draws its inspiration from La Perla’s archives and includes pastel colour palettes and flower patterns on innerwear, beachwear and loungewear.

Lingerie brand Occhi Verdi, as well as the men’s Grigio Perla and exclusive Nero Perla brands will continue to function separately.    

A La Perla spokeswoman said that the move to close the labels from autumn 10 is aimed at giving the remaining core labels a stronger market profile.

She said: “We have so many labels which cater to the same kind of woman that we are rationalising them to get greater presence in the market [with the remaining brands].”

La Perla chief executive Alain Prost said: “We are exploring three different business territories, contemporary ‘Dolce Vita,’ Tuscan authentic lifestyle and urban everyday.”

The company will also lower prices by around 25% with Prost saying that this will be achieved by manufacturing “less, yet better, products”, ensuring a better sell-through at full margin.

The first evidence of the new strategy will appear in autumn 10 with a preview due in April. 

La Perla is set to account for 40% of sales, as it currently does, followed by Villa Toscana with a 35% share and Studio making up the rest.

Readers' comments (1)

  • Is this a classical case of using price driven segmentation for lack of more in depth psychological driven segmentation ?
    Segment names indicate return to roots (core brand/tuscan heritage/designer studio origin) but also do not connect with any woman typology.
    Wishing LP all the best with this brand strategy shift.

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