LVMH Will Rethink The Emilio Pucci Concept: Italian Brand Awaits Changes

French holding company LVMH, that also owns Christian Dior, Givenchy and Guerlain, plans to rethink the concept of the Emilio Pucci brand. In a statement provided to WWD, representatives of LVMH Moët Hennessy Louis Vuitton confirmed the repositioning plan. Now the fashion house will focus on creating exclusively resort collections.

“Pucci has decided to evolve to adapt to the situation. This reorganization will allow Pucci to reshape its production facilities — in line with its strategic and creative shift — as well as its distribution network, to focus on best locations and to accelerate on e-commerce,” it said. “Everyone is now focused on this new era for Pucci to achieve a creative and inspirational brand with a resort spirit and to bring the brand back on the path to success.”

More tan that, the brand is waiting for the closure of some offline stores. The brand's boutiques have already been closed on Madison Avenue in New York and Via Montenapoleone in Milan. In Paris, a temporary boutique on Boulevard Saint-Germain also recently shuttered for good. Meanwhile, the company will focus on opening new boutiques in resort locations such as Saint Tropez in France, Palm Beach and Miami in the US, and Portofino and Capri in Italy.

It is noted that the LVMH had been planning the resort reboot before the coronavirus crisis, but the pandemic accelerated the repositioning effort.