MILAN — A technique constructed on 4 pillars has boosted the efficiency of Italian equipment model Coccinelle, which is poised to succeed in the 100-million-euro gross sales mark this yr for the primary time in its 46-year historical past.
The enhancement of its brick-and-mortar retail idea, buyer expertise, product and communications have propelled the Parma, Italy-based firm’s gross sales and helped the agency to progressively scale up its desirability, model consciousness and worldwide footprint, stated normal director Emanuele Mazziotta.
The model’s revenues, which final yr totaled round 90 million euros, grew 13 % within the first 9 months of the yr versus the identical interval in 2023. Gross sales generated in its bodily shops — together with straight operated models and franchisers, each full-price and retailers — grew 14 % in comparison with final yr, whereas these from its e-commerce had been up 10 %.
Home gross sales grew 12 % within the first 9 months of the yr versus the identical interval final yr, consolidating the Italian market as the highest one for the model, accounting for 44 % of the whole. Italy is adopted by the remainder of Europe, which accounts for 40 % of gross sales and the place third-quarter gross sales had been up 15 %, and Asia, accounting for 10 %. Gross sales within the Center East largely make up for the remainder of the enterprise, with the market seen ripe for additional progress, in response to Mazziotta.
Therefore Coccinelle’s latest opening of its first retailer at Galleria Al Maryah Island Mall in Abu Dhabi, which will probably be adopted by the model’s first unit in Dubai subsequent yr.
Coccinelle’s C-Me bag.
Courtesy of Coccinelle
Mazziotta underscored the trouble the corporate is making to spice up its retail presence, highlighting that it launched into greater than 20 initiatives in 2024. Most came about within the home market, the place the model opened new models in southern Italy and revamped current areas in cities like Rome, Naples and Taormina, Sicily, to reflect the brand new retailer idea launched on the finish of final yr, as reported.
Ditto for the worldwide ones, with refreshed models in Prague, Athens, Warsaw, Bangkok and Shanghai, and new areas, together with Coccinelle’s first outpost in Vienna opening this month. The model presently has 120 monobrand shops and is carried at 1,300 wholesale doorways throughout shops, multibrand shops and journey retail areas in 45 nations.
“The concept is to have new openings in strategic areas going hand-in-hand with the revamp of our shops to boost our desirability in addition to give a world coherence to our clients, in order that they’ll instantly acknowledge Coccinelle and its codes as they step right into a retailer,” stated Mazziotta, revealing that the model may also enter the Japanese market by the primary half of 2025.
To additional elevate the shopper expertise, this yr the corporate has applied the Coccinelle Academy, an inside program aimed toward coaching its worldwide gross sales pressure on the core values of the model and one of the simplest ways to speak its storytelling and product options.
The making of Coccinelle’s C-Me bag.
Courtesy of Coccinelle
The design side additionally performed a pivotal position within the enterprise technique, as Mazziotta identified how the corporate “labored on renovating our merchandise whereas staying true to our democratic positioning and common worth vary,” swinging from 200 euros to 260 euros for purses. He pointed to Coccinelle’s new C-Me purse type for on a regular basis use for instance. Seen because the model’s new “It” bag, the type’s graphic but smooth leather-based form bears shiny {hardware} that merges the preliminary of the model with the plectrum-shaped design aspect that Coccinelle launched in 2020 and which has develop into a recurrent embellishment operating by way of its collections ever since.
The bag provides to different well-liked types, together with the Arlettis purse, whose tenth anniversary will probably be celebrated with devoted actions subsequent yr, stated the manager.
A element of Coccinelle’s C-Me bag.
Courtesy of Coccinelle
To additional construct the enchantment round its assortment, Coccinelle has just lately launched into a sequence of collaborations, forging ties with gamers from different industries. These included a tie-up with the Cracking Artwork motion for a mission unveiled over the last version of Milan Design Week that resulted in a rabbit-shaped bag reprising the large-scale installations the artists are finest identified for, to the newest capsule assortment developed with Swiss model Inuikii, which reinterpreted the previous’s staple bag types Beat and Oliver and the latter’s signature boots with supplies equivalent to eco shearling, suede and leather-based.
Not resistant to vogue’s fascination with sports activities, Coccinelle has additionally been the journey and coaching accomplice of Parma Calcio’s feminine soccer workforce for the previous two years, supplying equipment just like the Campus Puffy backpack and Beat bag to decorate navy fits lined with the model’s signature pink coloration and pink shirts.
“Collaborations are an integral a part of our technique, key in our dedication to make this model an increasing number of fascinating on the eyes of consumers,” stated Mazziotta, teasing extra initiatives to return in 2025. “The purpose is to let completely different worlds collide and coexist to have a extra way of life strategy.”
The collaboration between Coccinelle and Inuikii.
Courtesy of Coccinelle
Whereas leather-based luggage stay Coccinelle’s core, accounting for 70 % of whole gross sales and adopted by small leather-based items, accounting for 22 %, the model stepped into the footwear class with an preliminary fall 2023 assortment. The section now accounts 5 % of its whole gross sales. What began as a capsule line progressively expanded right into a full-fledged vary addressing completely different events and mirroring the Coccinelle codes by way of supplies and colours in addition to particulars, together with the plectrum-shaped embellishment.
Different gaps within the assortment had been crammed with the “Sensible to Go” line of genderless equipment and travel-oriented merchandise, encompassing backpacks, tote luggage, crossbody types and wallets, in addition to a vogue jewellery assortment. The latest introduction was a pet line unveiled throughout Coccinelle’s spring 2025 presentation that options leashes, collars, waste bag holders, and ball holders.
Coccinelle’s large providing and worth factors have contributed to draw new and youthful clients to the label, whose core goal remains to be represented by ladies aged between 35 and 45. Based on Mazziotta, youthful clients have been drawn additionally by the brand new picture the model is projecting by way of its promoting. To make certain, earlier this yr Coccinelle appointed Behati Prinsloo its first model ambassador, turning her into the face of its fall 2024 advert marketing campaign photographed by Giampaolo Sgura and styled by Anna Dello Russo.
Coccinelle’s C-Me bag.
Courtesy of Coccinelle
“Coccinelle’s communication has developed by way of the years, and is now giving a up to date and worldwide picture of the model,” stated Mazziotta, whose total plan going ahead is to construct and strengthen the consistency and coherence of the label by way of the above-mentioned 4 contact factors to additional scale Coccinelle’s international enchantment and presence.
The worldwide ambitions of the model kick-started in 2012 when the Korean E-Land fund acquired the corporate from the Mazzieri household, which based Coccinelle in 1978 in Sala Baganza, close to Parma. The model opened its first retailer in Milan in 1995 and debuted its first abroad unit three years later. Mazziotta first joined Coccinelle as head of journey retail in 2014, earlier than being appointed to his present position in 2020, when the model additionally began to pivot towards a customer-centric strategy.
