"are We going to sharpen the hand-writing of Marc Cain and to give the brand a clear line," said the new chief-designer Katja Foos in the run-up to the presentation of the spring/summer collection, 2021. Foos, who was in the last two years, a freelance Illustrator and previously in the case of Dorothee Schumacher, the knitwear and Jersey sector was responsible for, joined in January as the new chief designer for the German premium label, as the effects of the Corona-pandemic-were not yet foreseeable.
Instead of the previous Berlin fashion week with an elaborate staging and star guests such as Katie trumping Holmes, had to Foos rethinking their debut at Marc Cain. In the small circle has now launched the new collection in the Soho House Berlin with an Image Film under the Motto "The Sky is The Limit". As a backdrop, the company served the headquarters of the brand in the Swabian town of Bodelshausen. German fashion, she's a still from the province, and the new beginning begins, as so often with the back to the roots. In the modern construction of steel, glass and concrete, which acts almost as clinically as a White Cube, and the Models presented playful designs in bright colors, airy silk dresses with floral Prints, and classic blazers, and coats. The new hand-writing of Marc Cain remains down-to-earth, classically feminine, with a little more colors and voluminous silhouettes.
The aesthetic step forward of course has to do also with the economic pressure on fashion brands: "We, of course, the question of how we can make it continue to work locally and qualitatively," says Katja Foos. "Finally, it is an Illusion to believe that customers are 100 Euro more for the blouse on the table, just because it was produced in Germany. First and foremost, the product must be beautiful. It must have a language that seduces me, and also the price-performance ratio belongs to.“Although employing many of the intensively with the topic of sustainability, if it were but the custom purse, be relatively quickly restrained. "The rethink is a process that deals with the whole of the fashion industry currently, and by means of the Corona-crisis has been strengthened," she adds.
To a lot of Swabian modesty
This is also the right communication. "Maybe it belongs to the Swabian modesty, not to go with our Strengths peddling. I like that. Nevertheless, we must learn to tell our story and show our Strengths. Also we are working on that,“ says the new chief designer.
And perhaps it is this Interplay of age, is a down-to-earthness, a new aesthetic courage and better marketing, is sufficientto Swabian medium-sized company might also lead you through this crisis. While in the past few years, more and more German fashion company filed bankruptcy, this seemed to Marc Cain to have the previous challenges, without prejudice to mastered. The 1973 by Helmut Schlotterer founded is still run completely owners. Growth is financed by own cash flow, and it is constantly being reinvested in the infrastructure, including a logistics centre, digital printing plants, and a knitting machine Park, produces a large part of the range on-site.
This seems to have worked so far: Marc Cain is a solid medium-sized company with more than 1000 employees, sold in 60 countries and 2018, reported a turnover of EUR 276 million. With a new strategy and a bit of luck, the company may remain even after over forty years of on course for further growth.Updated Date: 08 August 2020, 04:19