MILAN — Mindful of the aggressive market, particularly within the aftermath of the COVID-19 disarray, Turin-based pant maker PT Torino is gearing as much as broaden past simply trousers and supply its prospects with a full males’s ready-to-wear providing.
One and half years within the making, the model extension mission conceived pre-pandemic was accelerated, quite than halted, by the well being emergency and is poised to supply the corporate with aggressive benefit.
“The full-look collection will help us better convey the message behind our pants,” stated Domenico Gianfrate, the model’s inventive director, whereas reiterating the corporate’s dedication to its core product class. “We were triggered by our retailers, which started to market our pants in a more contemporary, modern way,” he stated.
The model’s mother or father firm Cover50 SpA, which is listed on the Milan Bourse, reported revenues of 21.2 million euros in 2020, down from 29 million euros a yr earlier and Gianfrate supplied that the brand new 400-plus objects within the assortment are anticipated to carry revenues by 20 to 25 p.c every season.
Debuting with the spring 2022 assortment that’s being unveiled with a bodily presentation as a part of Milan Fashion Week on June 19, the lineup contains knitwear, jerseys, shirts in addition to outerwear, with the identical consideration to particulars and Made in Italy high quality the pant maker is thought for.
“Our goal is to reinterpret the classic wardrobe taking into account modern men’s needs, such as comfort and a new kind of elegance that has little to do with a formal suit and tie,” Gianfrate defined. The assortment contains camp shirts with floral prints, a laser-cut trenchcoat pairing wool with jersey, in addition to leather-based bomber jackets thrown over Bermuda shorts in a nocturnal floral sample.
The full rtw providing shall be distributed by means of the corporate’s wholesale community however PT Torino, which has undergone a model repositioning in 2019, as reported, will goal to first serve retailers within the premium section, additional strengthening its attraction as an inexpensive luxurious model.
“We expect end consumers and retailers alike to perceive us as a younger, more fashion-oriented brand,” Gianfrate stated. This, together with the expanded providing, is pivotal in partaking the Chinese market, one which the corporate has but to enter, he added.
The firm’s key markets embrace Italy and Japan, in addition to Northern Europe and the U.S. Overall the model is distributed in round 1,000 multibrand shops.