May 29, 2007

New York Industrie rethinks its distribution

The garment label, which reported a €5m turnover in 2006, attempts to re-position itself in top-level multi-brand stores. 5% to 8% increase in revenue expected for 2007 Michela Zio

New York Industrie is to use its distribution network as its new launching pad. The men's and ladies' garment label, whose popularity exploded in the eighties with their masculine-cut Beirut pants, is on the lookout for suitable placing in multi-brand stores which reflect the mood of its collections. "The label was created with all the requisites of day to day prêt-à-porter" said Fabio Longo, marketing manager of Mc Adams, the Albetone-based company (Vicenza) and head of the Longo family business (partner of Cividini) which took over New York Industrie from Staff international of the Diesel group in 2003. In the meantime, the label's urban refinement had lost that strong identity which made their drainpipe trousers with ankle slits an absolute must-have for all seasons. "The New York project was becoming a street casual one, ending up in stores which had little to do with prêt-à-porter collections ", explained the Vicenza-born manager, who is currently trying to make up for lost ground by aiming above all at world class buyers such as Biffi in Milan, Barney's in Japan and Mercury in Moscow. "The best way to enter into negotiations with the trade", added Longo, "is to turn up at the store, with a product made to appeal to the final consumer in hand, but choosing your distribution channels carefully". So that would explain the reason for the few select appearances of recent seasons. While the label's 2006 turnover was €5m, the company's forecast for this year, particularly on the international markets, is for an increase ranging from 5% to 8%. Hot for spring-summer 2008 (the men's collection will be presented at the coming Milan fashion week on June 25th with a press day in the show room at no. 32 Via Morosini) are lightweight materials and personalized details for jackets and trousers . For women, next to the classic Beirut pants and the more comfortable Tokyo design, specially created for the Asian physique, is a cropped men's jacket with two buttons and a peak collar. (All rights reserved)

A look by New York Industrie