Luxury Brand Pushes Ahead Despite Market Uncertainty

Luxury Italian fashion brand Ermanno Scervino has continued to pursue an aggressive strategy for expanding its operations in the international market, with a focus on store opening and superior product quality in order to establish itself in the luxury fashion market.

Unlike other fashion brands, which have become reluctant to expand owing to uncertainty in the economy, Ermanno Scervino has continued to invest in expansion in the retail sector. The European and US markets continue to be the strong points of the company, while Asia provides huge potential for future growth.

Retail Expansion Takes Center Stage

The retail channel has emerged as the backbone of the development of Ermanno Scervino. Currently, the brand is establishing boutiques at a number of highly prestigious locations such as Saint-Tropez, Rodeo Drive in Los Angeles, Beijing, Capri, Taormina, and Prague. All these locations have been chosen by the brand to improve its visibility among the global luxury consumers.

As part of the expansion of its store base, the company has also tried to establish closer connections with its customers through its direct stores. Besides its boutiques, the company has also been making use of franchises, shop-ins, and some multi-brand retailers.

United States Remains a Key Growth Market

In addition to the rest of Europe, the United States is another very significant market for Ermanno Scervino. This fact is highlighted by the opening store of the brand in the well-known Rodeo Drive in Los Angeles. Europe and the USA provide the biggest part of growth for this group at present, which means that North America will be one of the key regions in terms of investments in the future.

Apart from that, the brand continues developing in Asia, especially China, and even in the Middle East.

Craftsmanship and Innovation Drive Strategy

According to the firm, the quality of the product has been at the center of its operations. The firm still prides itself in its quality products which have been made using the renowned craftsmanship of Italy, high-quality materials, and unique design. The firm has a belief that luxury lies in good product identity and not fashion.

In addition to retail, Ermanno Scervino has ventured into technology and omnichannel retailing. According to the firm, it has registered double-digit growth in its ecommerce activities due to seamless integration of online and in-store shopping experiences.

Menswear Seen as a Future Opportunity

Although the brand has made its mark in the luxury fashion world for women, there are currently efforts being made by top executives to consider ways of increasing the performance of their menswear line. The development of a menswear line may be useful in generating more profits and attracting new clients while the expansion to international markets continues.