MILAN — Coccinelle believes “the long run is limitless.”
With this declare, the Italian handbag and equipment model has been going by a number of modifications, and chief working officer Emanuele Mazziotta has been busy specializing in a customer-centric technique, rationalizing the model’s product supply and strengthening its merchandising crew.
“We moved away from the earlier wholesale-driven distribution and realized we wanted to edit the product and make it extra fascinating,” defined Mazziotta. “We recognized distinctive Coccinelle parts, such because the plectrum, which we highlighted all through the collections as a closure, for instance. We injected extra consistency and we’re already seeing a constructive suggestions to those modifications.”
To advertise the brand new product, Coccinelle is choosing a “much less shiny” communication, “extra in tune with the instances and the shoppers,” the chief mentioned.
In sync with this view, the corporate is launching the Coccinelle for the Barbie worldwide undertaking. “Barbie has additionally modified over time, turning into nearer to actual ladies and in tune with the altering function fashions, together with totally different physique shapes and dolls with disabilities. Collectively, we wish to give a robust and clear message to advertise diversity and inclusion.”
On Monday, Coccinelle will launch its Bag Manifesto in all its distribution channels, together with on-line, with devoted home windows. The corporate has tapped 180 worldwide and 200 Italian ambassadors, involving 25 international locations. “The objective is to tug down the limitations,” mentioned Mazziotta. “The thought is that should you imagine in your self, you’ll succeed. Variety is a price and never a restrict, that is the idea.”
This constructive message, for instance, is conveyed by Kimi, a Russian mannequin with albinism, or mannequin and influencer Nina Rima, whose leg was amputated following an accident.
Mazziotta underscored that Coccinelle has promoted variety prior to now, however that is the “first time the message is so loud. Right now that is not a alternative, it’s an obligation. We wish to facet with ladies in a dimension freed from stereotypes, dominated by self-acceptance.”
The Coccinelle for Barbie Manifesto bag is product of sturdy nylon canvas, with leather-based handles and a female grosgrain ribbon.
The phrases “The Future is Limitless” stand out in graffiti-style characters on the bag, pink on black, black on pink.
Contained in the bag is a Barbie Pink label and the colour of the field containing the bag is in the identical colour. The merchandise retails for 120 euros.
Coccinelle has seen a surge in on-line gross sales, a excessive double-digit development since 2020. On the identical time, Mazziotta mentioned the corporate nonetheless believes in bodily retail. Coccinelle counts 125 shops and the model is offered at 1,000 factors of sale.
Italy accounts for 45 p.c of revenues, and the remainder of Europe is a robust marketplace for the model, particularly in international locations equivalent to Germany, Switzerland and Austria, in addition to Japanese Europe and Russia.
Pop-ups have lately been opened in Tokyo and Osaka, and the model has a brisk on-line enterprise in Korea.
Direct on-line gross sales account for 10 p.c of the entire, whereas gross sales by third-party e-commerce platforms attain 20 p.c of the entire. On-line, Coccinelle has launched a service known as purchase now, pay tomorrow, mentioned Mazziotta.
Admitting a setback as a result of coronavirus pandemic, the chief mentioned the objective is to return to 2019 ranges in 2021 or within the first a part of 2022. “There are the bases to take action,” he mentioned.
In 2019, gross sales had been near 100 million euros.
Coccinelle was based in 1978 in Sala Baganza, close to Parma, Italy, by the Mazzieri household. In 2012, the Korean E-Land fund acquired the company and the Mazzieri household exited.
https://wwd.com/accessories-news/purses/coccinelle-new-product-communication-strategy-1234908124/ | Coccinelle to Launch New Product, Communication Technique – WWD