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Missoni explores China

Missoni is a Made in Italy artisanal luxury fashion brand. It is a relatively small company considering that the luxury sector is characterized by giant international groups. About 85 per cent of Missoni’s customers are foreigners, with the US, the UK, Korea, Japan and the Middle East as top buyers. The next stop is China.

The company, which manages all the production phases both of clothing and accessories, is eyeing investments in the future to accelerate growth. Legendary Italian brand Missoni is loved for its instantly recognizable zigzag patterns and signature crochet knitwear. Its bikinis epitomize jetset glamour.

Missoni was founded in 1953. Its online shop, created seven years ago in partnership with Yoox, is registering a 50 per cent sales growth year after year. It will re-unite men’s and women’s runaways, starting from September fashion week in Milan, to respond to a rapidly changing market.

The creativity and capacity for innovation inherent in the company are proof of substantial knowhow. Among the distinctive values of the products, as well as imaginative use of patterns and colors, stand out the selection of the right materials and careful workmanship that are distinguished by the refined techniques, even manuals, such as embroidery.