Trussardi, new strategy at Pitti

Trussardi, new strategy at Pitti

Trussardi, the historic Lombard brand, born in 1911 in Bergamo, whose 60% was purchased last February by the Italian fund QuattroR, has given way to a profound reorganization in recent months to reposition itself on the market in terms of offer and image. Trussardi starts from his heritage to highlight his lifestyle: a “prêt-à-vivre” that was the architect of his success in the 80s, declined in a wide range of products, from clothing to furniture passing through the accessories. Now the brand is articulated around the main Trussardi line, divided into three segments: best (the top of the range), better (the premium part) and Trussardi Jeans for the younger and more accessible part. In the same way, a single identical shop sign now welcomes the world of the label, with prices ranging from 90 to 150 euros for t-shirts and sweaters, from 150 to 250 euros for knitwear and up to 1,200-1,300 euros for leather garments. Trussardi Jeans has grown in range, while luxury products have been repositioned at more affordable prices, in order to standardize the product range around a unique identity.