Source: The Business of Fashion
Summary
Berluti, the luxury fashion brand, has rebranded as Berluti Paris and presented its new positioning in a private party setting in London. The brand’s new direction aims to elevate its image and appeal to a wider audience. According to the brand, the rebranding is part of a larger strategy to increase its global presence. The event in London was attended by the city’s fashion audience. Berluti’s creative director, Kris Van Assche, is leading the brand’s new direction.
Our Reading
The trend returns with a new name. Berluti’s rebranding as Berluti Paris feels like a familiar move in the luxury fashion world. The brand’s attempt to elevate its image and appeal to a wider audience is a common strategy in the industry. The use of a private party setting in London to present the new positioning is a classic move to generate buzz and exclusivity. Berluti’s new direction is just another chapter in the cycle of luxury fashion rebranding.
Author: Evan Null
