Changes ahead for the brand Frankie Morello introducing in the fashion industry a new business model that revolutionizes the relationship between house and licensors.
Frankie Morello from now will head to a newCo, FMT S.r.l, acronimo di Frankie Morello Trademark, in which shareholders in addition to the two designers and founders of the Brand, that through their company G.M. Studio Design & Fashion s.n.c. retain the majority joined the new member FMM SpA, with initial 25% to rise up to 49%.
FMM SpA, newly established company wholly owned by the family Ammann, as well as to participate in the ownership of the brand becomes its exclusive licensee for men's and women worldwide.
The nuova formula, that a traditional relationship of license replaces a closer bond and long-lasting, allow the two designers, Maurizio Modica and Pierfrancesco Gigliotti, to expand its involvement becoming protagonists as well as the creative process of the production phase and also the industrialization of the product.
With the entry of FMM SpA, thus begins a new phase for the brand Frankie Morello, with which today are produced and distributed a total look collections of shoes for men and, woman and child. The collection Frankie Morello Toys is granted a license production and distribution to Spazio Sei Fashion Group.
Maurizio Modica and Pierfrancesco Gigliotti, founding members of the Brand, have commented on its decision : “We have long studied a new business model that would allow us to give our brand a greater continuity. The formula that incorporates license and direct involvement of the partner in the corporate structure there seems to be optimal in this sense. After different experiences, in fact, We are determined to grow the brand Frankie Morello taking it to succeed in international markets as one of the most important contemporary Italian brand and recognizable. Our greater involvement in overseeing the concrete realization of what we have created, together with a production management predominantly made in Italy, become an additional guarantee of quality for consumers who choose our products. We are pleased to finally be able to count on the support of a strong partner, characterized by a large industrial culture and a team of highly experienced managers and deeply embedded in the Italian and international fashion industry. "
Donato Ammann, became established entrepreneur in the field of petroleum products, states: “The entrance of the FMM SpA shareholding of newCo which owns the brand Frankie Morello, marked the beginning of a path that will allow us to deal decisively with the new challenges of the market, using a synergistic various expertise present within our team that uses, as well as my ability to manage the business, managerial resources of qualified and experienced in the specific field of fashion. We are very happy that we can compare with this new business venture and determined to bring the brand Frankie Morello at the highest levels of international fashion.”
The Presidency of FMM SpA has been entrusted to the lawyer Stefano Loconte, university professor and managing partner of Loconte & Partners Law Firm and Tax, which oversaw all aspects of legal and tax tied to the family Ammann.
A major development plan that outlined by the new company for the brand Frankie Morello, in the coming months will be mainly voted to consolidate the brand in Italy and abroad to strengthen its distribution through a multi-channel approach that integrates the wholesale, i canali retail ed online. Il brand, beloved by celebrities around the world, strengthen its positioning characterized by an original style, unconventional, ironic and cheeky.
In this regard, said Francesco Riccardi, commercial director of FMM SpA: “The implementation of the provisions of the business plan is already underway. With regard to Italy, in fact, we are finishing the work in the new commercial showroom in Milan, which will officially open its doors to customers in Via Tortona directional 37 by the end of May. Also with regard to the major markets on which we focus in this first phase of launch, We have already defined the distribution structure focusing primarily on Russia, Today the first market of the Brand, on the Middle East and China, without of course neglecting Europe where Italy will play a role of primary showcase, essential for an Italian brand. As regards the retail channel, particularly, we already have the single-brand Hangzouh and one in Doha and we have defined two other openings in Shenzhen, scheduled for September. Another important aspect of our growth strategy will ultimately be linked to a channel with great potential such as online. In this sense, we are tightening the agreements with major players in this prestigious segment.”
A very powerful marketing mix, supported by substantial investments in communications that will gradually strengthen the brand awareness in the various international markets, together with a complete collection of structure and a very aggressive pricing policy will allow the brand to grow 30% year-on-year as early as the 2015.
The goal is to catch up with the sale of branded products Frankie Morello a turnover of approximately 40 million EUR within the 2019, according to a conservative estimate due to the current market situation.
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