As revealed to WWD earlier this yr, the Italian retailer strengthened the partnership with the designer by tasking him with the launch of ladies’s put on, which now flanks the prevailing males’s supply introduced in 2018 below the Piombo model.
Debuting on Monday, the ladies’s vary follows the distribution of the lads’s counterpart, which is carried at 500 corners put in within the chain’s items in Italy.
Throughout a walk-through at OVS’ intensive showroom in central Milan, Piombo underscored the significance of answering ladies’s completely different calls for by growing a variety of good separates, in addition to making sophistication accessible.
“I believe this assortment provides the chance to each lady to decorate in a easy or extra eccentric method, relying on her wants,” stated Piombo, who can also be artistic director of OVS overseeing all of the retailer’s strains in addition to the shops’ inside ideas.
Because of this, the versatile assortment has a classy, preppy aesthetic with touches of daring shade mixtures, all enhanced in an promoting marketing campaign shot in Paris. Piombo stated town fascinates him for its pure gentle and served finest the aim of conveying the sense of attract he wished to instill within the accessible assortment.
Product-wise, the vary contains tailor-made staples as double-breasted coats and checkered blazer jackets in addition to an enormous assortment of sentimental sweaters and knits, classes for which the designer needs “to construct a library” by rendering them in 60 to 80 shade hues and patterns.
Large-legged denim pants and flared corduroy choices are a part of the gathering with extra female clothes and skirts, to be styled with equipment encompassing slippers, scarves, baggage and jewellery.
Costs for the gathering vary from round 15 euros for T-shirts and equipment to 80 euros for sartorial items and outerwear.
“We’re launching this challenge solely now as a result of it’s not simple to do every part on the similar time. It was proper to be cautious,” stated OVS chief government officer Stefano Beraldo. “The lads’s put on assortment labored so effectively that this launch was fairly pure. This challenge is unimaginable, much more so at these type of costs.”
“That is fairly a singular method in our class, as a result of it’s not a one-off collaboration as different gamers did. It’s an organization that has been arrange and a model that continues to be a part of OVS,” echoed Piombo. By the way, OVS and Piombo maintain a 70 p.c and 30 p.c stake within the label, respectively.
“It’s an fascinating alchemy: the style and expertise of an individual used to curate particulars and with a really clear vogue id who is known as to confront himself with fairly the other, to interpret the wants of many purchasers and completely different tastes,” continued Beraldo. “However that’s the great thing about OVS, the truth that it speaks to everyone, it has a tone of voice that allows us to be credible not just for a sure goal however for a universe of shoppers.”
“In addition to the industrial functions, the ladies’s put on launch intends to help the retailer in persevering with its picture elevation and attracting new clusters of shoppers to the shop — a pattern kickstarted by the profitable introduction of the Piombo males’s put on vary, which offered out in Italy. Specifically, prospects with a medium to excessive spending capability approached the model, consequentially inducing the corporate to work to satisfy increased expectations with the following collections.
“We reached a kind of male clientele that earlier than didn’t method OVS, or did so despatched by their wives to purchase youngsters’ put on. Now they’re buying for themselves, too,” Beraldo stated.
“However generally, it’s vital that we respect the shoppers now we have all the time had,” the manager continued. “So it’s a double operation: On one hand, we’re making an attempt to maintain our longtime prospects engaged by continually enhancing the supply — which within the final 15 years has strongly developed — and generally even rationalizing it and making it simpler, whereas on the opposite, we’re attracting new ones due to Piombo’s work as artistic director that confers us an method to magnificence throughout the board.”
Through the years, OVS has grown to an 8 p.c market share from 2 p.c. “On the finish of 2020 it was 8.1 p.c and now 8.4 p.c, a progress registered with out opening new shops because of the pandemic. So because of this what we did, was appreciated much more,” stated Beraldo, underscoring that OVS’ market share for the youngsters’ put on reaches the double-digit determine.
The chain registers greater than 15 million guests, 4 million of that are thought of loyal prospects as they return to the shop a minimum of six instances per yr.
Listed on the Milan Inventory Change since 2015, OVS SpA — which additionally contains Upim banners — operates round 1,822 shops globally and reported gross sales of 1.018 billion euros in 2020.
Earlier this yr, OVS acquired the financially troubled Stefanel company and a few associated belongings, together with 23 shops and the gathering archive, and inked a distribution deal with GAP for the Italian market.
https://wwd.com/fashion-news/fashion-features/ovs-massimo-piombo-collection-women-1234910058/ | OVS, Massimo Piombo Unveil First Piombo Ladies’s Assortment – WWD