BRAND BOOK - franch.biz

BRAND BOOK

THE BRAND Part One

PART 1 TRUSSARDI BRAND BOOK 3 PART 1 TRUSSARDI BRAND BOOK

“I’ve studied, I’ve travelled the world, but the most important things I’ve learned are in Italy making the round of workshops with my grandfather Dante. When it comes to leather, he was a real artist. He could sense quality.”

NICOLA TRUSSARDI


THE CONTEMPORARY ITALIAN LIFESTYLE BRAND

The story of Trussardi, is a story of innovation, exploration, and

of pushing boundaries, bringing a comprehensive vision of

Italian

style to a global market. The story begins in 1911 in Bergamo,

when Dante Trussardi started a luxury glove business.

The company rapidly became one of the most highly regarded in

the world, supplying the British Royal Family.

In the 1960s Nicola Trussardi, Dante's grandson, took over, with

a vision to create Italy’s first lifestyle brand. The company rapidly

extended its product offering, bringing suitcases, handbags, and

homeware to market.

Innovations in product and business were part of the DNA of the

brand. In 1984 in Piazza Duomo, Trussardi was the first brand to

open a fashion show to the public. The tradition continued, with

unique public spaces being used to stage the show, from Milan

Central Station to the Palazzo Della Borsa, forging a unique

collection with the Milanese public.

The 80s saw Trussardi launch ready-to-wear, while collaborating

with some of the most prestigious Italian firms, from Alitalia to

Garelli, from Agusta to Alfa Romeo, to cement their reputation

as the definitive expression of Italian style.

Constant innovation in fabric and techniques kept the firm at the

centre of contemporary Italian design and fashion.

It’s tradition of craft technique brought treatments to leather to

achieve a signature softness and make it unmistakably

Trussardi.

Cultural collaborations followed, in theatre and the arts,

participating in the staging of events at Verona Arena, Castello

Sforzesco and many more.

Meanwhile, the brand continued an onward global expansion

into emerging markets in Eastern Europe, Asia and the Middle

East.

Innovation in retail has continued to define the brand; the T

Store concept was launched in the 1990s, combining different

offerings from the Trussardi world in one place.

Advertising campaigns promoted the Trussardi style around

the world thanks to collaborations with the worlds best

photographers, including Richard Avedon, Mario Testino,

Michel Comte and Steven Klein.

Trussardi Alla Scala was another first flagship building in the

fashion world that hosts not only showrooms and boutiques but

a Michelin-starred restaurant; just one more facet of Trussardi,

the original Italian lifestyle brand.

PART 1 TRUSSARDI BRAND BOOK

Iconic bag in Crespo leather,

“Secchiello”

5 PART 1 TRUSSARDI BRAND BOOK

TRUSSARDI HISTORY

Trussardi founded in in Bergamo

by Dante Trussardi, producing

luxury gloves.

Adoption of Greyhound logo to

identify all products.

Creation of first Trussardi bicycle.

Collaboration between Trussardi

and Alitalia: restyling of the

“DC9” and “Super 80s” interiors.

Nicola Trussardi becomes

head of the family company.

First Trussardi flagship store

opens on Via Sant’Andrea, Milan.

The first Trussardi fragrance,

Trussardi Donna is launched.

Launch of Trussardi

Action 1983

1911 1973 1981 1983

1965 1976 1982 1983

Iconic bag “Cacciatora”

1974

1975


TRUSSARDI HISTORY

Moscow boutique opens.

Foundation Nicola Trussardi

established as a not-for-profit art

foundation.

Trussardi alla Scala flagship

store and restaurant established.

Il Caffè Trussardi opens in

Milan.

Launch of the “La Vie” bag,

designed by Lavinia Borromeo.

1996

1993 1996 2005

2001

Milan, Piazza de Duomo:

Trussardi Women Fall/Winter

collections fashion show. The

first show to open to the public.

Inauguration of Palau Trussardi

with concert by Frank Sinatra.

1986

1984

The first Trussardi concept

store is launched in Piazza

della Scala, Milan.

2009


TRUSSARDI HISTORY

The “Lucinda” bag is launched.

2014

2015

Gaia Trussardi becomes the

Creative Director of the brand.

Tomaso Trussardi is nominated

as its CEO.

Trussardi and Juventus

presented to the public

the new team wardrobe.

Launch of Trussardi Casa.

Collaboration between Trussardi

and Coca Cola. Gaia Trussardi is

the first designer in the world to

reinterpret the iconic red Coca

Cola bottle for the limited edition

centennial celebration.

2012

2013

2013

Trussardi celebrates the 100th

Anniversary of the brand.

2011

Trussardi consolidates its

position in contemporary luxury

and launch the new iconic Lovy

Bag.

2016

2015

Progetto Brera: Music, Art and

Fashion for Trussardi Menswear

Presentation.

2017

A new Brand positioning that

celebrates “The world of

Contemporary Italian Style”


TRUSSARDI TODAY

The Trussardi Group maintains the values of a family business;

uniquely Milanese, and traditionally made, but looking to the

future, focusing on bringing Contemporary Italian style to a

global audience. Today, the group is building on the immense

heritage of the brand, and its DNA as an innovator, to bring a

fresh and contemporary approach to Italian style, with multiple

entry points. It continues to expand its global footprint, reflecting

the continued desirability for Italian style and lifestyle.

The fourth generation of the family leads the company, with

Tomaso Trussardi as CEO, and Gaia Trussardi as Creative

Director.

"Trussardi boasts a great tradition we want to preserve, even as

we innovate for the future. Creating a bond between the past

and the future, between ready-to-wear and accessories, is

crucial to brand growth and image in an increasingly competitive

and digitized world,” says Tomaso.

Gaia Trussardi echoes this sentiment’ "Trussardi has always

been a brand of breath, with a desirability and clear identity, so

my goal is to renew the brand, while respecting that heritage,

and remaining modern, contemporary and forward looking.”


OUR MISSION

Create contemporary Italian Style

& Lifestyle Products.


OUR VISION

Contemporary Italian style,

crafted from leather.


POSITIONING STATEMENT

Traditionally made, uniquely

Milanese, instantly iconic.

PART 1 TRUSSARDI BRAND BOOK 12

PRICE POSITIONING

Broad market positioning, presenting Trussardi as an entry point

to Italian style, both high and low. A lifestyle brand, with a

modern Italian sensibility.


COMMUNICATION PLATFORM

“A WORLD OF ITALIAN STYLE”

FAMILY

Trussardi is family owned and family

run, and its style and approach is informed

by its family orientation. The different

personalities of the Trussardi family are

complemented by like-minded individuals

and collaborators who make for a unique

mix of character, diversity and personality.

A family owned business, built on exceptional heritage,

but resolutely contemporary & distinctively Milanese.

Milan, the home city of Trussardi is a

reflection of the brand itself; steeped in

heritage, but always embracing the

modern. The tastes and inherent style of

the city inform the Trussardi outlook.

MILAN CONTEMPORARY

Trussardi has a long history

of innovation; the first true lifestyle

brand from Italy, the first to branch out into

homeware, and restaurants, artistic

collaborations and more. Innovation and

embracing the now are part of the

Trussardi DNA.

Trussardi’s heritage is in exceptional

leather work, and it gives the brand its

soul; traditional techniques in the service

of contemporary design.

LEATHER


BRAND MANIFESTO

The Trussardi identity is shaped by leather tradition and

inspired by modern lifestyle. It’s the story of a

welcoming family that has seen the world, yet knows that Italy

is the true home of contemporary style.

Crafted over decades to look effortlessly chic.

A family of strong individuals, who complement each other.

That embraces a wider group of artists and artisans, designers

and makers, who reflect the life of modern Milan. Each

member bringing their own personality to the brand. Who

dress up and dress down, but always with style and elegance.


WORLDWIDE DISTRIBUTION

Distribution is across 47 markets, and includes more than

177 single-brand stores, more than 1500 wholesale accounts,

including multi brand stores, corner stores and department

stores. The new trussardi.com e-commerce site launches in

EMEA 2017 and comes to the US and other markets in 2018.

Total revenue for 2016 was 182 million euros.

Far East 13% Middle East 9%

Russia 9%

Others 6%

Europe 63%


RETAIL DISTRIBUTION

Direct Stores

Direct Outlet

Franchising Shops

Franchising Outlet

Corner

Total

61

34

37

10

35

177


TRUSSARDI STORES CONCEPT

Flagship stores will represent the essence of Trussardi. They

will present only the mainline, and selected licences. Their

presence will be reserved to top locations, in select downtown

streets or luxury shopping malls.

PRODUCT MIX

100% Trussardi (main line)

Lifestyle offer including mens and womens ready-to-wear,

accessories, footwear, eyewear and fragrances. Select

locations will present the Trussardi fashion show collection.


T TRUSSARDI STORES CONCEPT

The new T Trussardi concept provides a flexible platform to

merchandise and market from across the Trussardi universe,

from mainline through to diffusion lines, Trussardi Jeans and

Trussardi Sport. It allows us to remain in tune with the local

context and audience. T Trussardi will be opened in higher

traffic shopping malls and downtown locations.

PRODUCT MIX

Lifestyle offer including mens and womens ready-to-wear,

sportswear, accessories, footwear, eyewear and fragrances. In

addition, a potential mix of entry price Trussardi accessories,

dependant on location.


IL RISTORANTE TRUSSARDI ALLA SCALA & IL CAFÉ TRUSSARDI.

Il Ristorante Trussardi Alla Scala is the maximum expression of

our brand values: Italian spirit, tradition, elegance,

unconventional creativity, and a pursuit of excellence. Patrons

are accompanied on a culinary experience that begins with the

ambiance and goes far beyond the delicious food, offering

international hospitality with an instinctively Italian flavour.

THE TRUSSARDI CAFÉ

With its metropolitan ambiance, urban moods, cosmopolitan

style, fast pace and gourmet menu of uncompromising quality,

this bistrot is a well-balanced fusion of fashion and food. The

Café Trussardi forms the template of a number of Trussardi

Café that will be rolled out worldwide from 2018.

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