His redemption by Inditex will change everything

Is it because he lacked a jewel in a position to provide a supplement to image that the Spanish textile group Inditex - owner of the famous sign Zara - acquired Massimo Dutti in 1992 At the time, in any case, its founder, the wise and very secret Amancio Ortega, clearly wanted to pull the top part of its lines. Created in 1985 by a catalan businessman, Massimo Dutti brand is then limited to the shirt for man. A franchise system the will then evolve into mini-enseigne with several stores in Catalonia, the Portugal and the Mexico. The offer then widens to complete collections of ready-to-wear for classic male customers and mature. His redemption by Inditex will change everything.

Under the leadership of Jorge Perez, one of the most loyal lieutenants of the founder of the Group Amancio Ortega, Massimo Dutti change of scenery both literally and figuratively. The mark transfers its head office in a huge loft located in the heart of an industrial zone on the outskirts of Barcelona. To install the new team of stylists 20. As in Zara, it will establish a system of permanent renewal of the offer of shops with the arrival of "news" twice a week. It thus glue lower fluctuations of fashion and the wishes of the customers and clients. Because, from 1995, the brand is also addressed to women.

Just what is fashion

Very quickly, this diversification is charged. With its beautiful fluid materials choices and minor allies in a bias of style "odd-harmonized" (in other words, all parts can blend between them) and just what is fashion collections women are now playing with human shops Massimo Dutti (ten in France of a total of four hundred in the world). But another major asset of the take-off of the mark is also an unbeatable quality/price ratio on the niche of the medium-high.

Side man, price range and averaged 40 euros for a pull at 60 euros for a shirt in 100 cotton of Egypt and 300-350 euros for a costume wool worsted or leather jacket. With icing on the cake, the establishment of a service of costume in mince with 400-500 euros and a delay of six weeks. Same range in women where one can find a jacket at 150 euros and a coat to 300 euros. A tight pricing strategy made possible by a circuit of manufacture majority of proximity: 60 in Spain, the rest being relocated in Italy, the Portugal, and in Asia for the shirts.

Declined in a true global universe of brand, Massimo Dutti is also interested in the child with its line "Boys & Girls", launched in 2002 to destination of 4-14 years and accessories (shoes, bags, sunglasses and costume jewelry). Is no use for people or athletes of renown, or association with a star creator to support its communication. Teaches prefers to retain a customer base of CSP and professions with its shops of sober and bright jewel-like implemented in areas of business, such as la Madeleine in Paris.