When you think about Italian fashion, the first pictures coming to mind are the ones of sophisticated and stylish ‘ensembles’: stunning models in gorgeous suits or dresses that are perfectly designed to enhance the beauty of their sculptural bodies, complemented by luxurious and refined accessories, exquisitely crafted. It may come as a surprise, then, to know that one of the most prominent Italian fashion brands, both at home and abroad, is related to something much more unstructured and simpler: bikinis.
We are talking about Calzedonia, one of the world’s most known brands for beachwear. The Calzedonia group ranks, in terms of turnover, among the leading Italian fashion companies, with a staggering 2.4 billions Euro recorded in 2019, just next to top names such as Armani.
Calzedonia actually started as a label specialised in socks, stockings, and tights, and that is where the name came from (in Italian ‘calze’ means stockings). The beach collection was added shortly after, achieving immediately an unprecedented success. Since the very beginnings, the winning strategy of Calzedonia lied in the concept of beachwear collections featuring a large and gorgeous variety of styles, with an abundance of prints and colours, always in line with the latest fashion trends. New and different collections released every year, in combination with both high quality standards and reasonable prices, are other reasons of the brand’s success. Since its foundation in 1987, the brand has been growing incessantly and has now over 2000 shops around the world. These beautiful bikinis can be bought almost everywhere: Milan, Rome, Paris, London, Barcelona, Moscow, and many other city centers around the world, and are also available online on Calzedonia’s official website: https//www.Calzedonia.com.
Within the Calzedonia’s group there are 6 fashion brands, each dedicated to a specific category, including Intimissimi, probably the most famous Italian chain for underwear, whose success is largely due to amazing advert campaigns that glorify the beauty of some of the world’s most famous models. Products designed by Intimissimi are refined but sexy, chic and minimalist at once, a blend that is not quite granted in the segment. The Calzedonia group has been constantly increasing its presence on the international market, and 64 % of its stores are located abroad. The group offers its collections exclusively in single-brand stores, operating through the franchising model, or directly under the group’s ownership.
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