GERMANY. Luxury German fashion brand MCM has unveiled details of its mix-and-match merchandising options for the upcoming Autumn/Winter 2010 season.
Global Travel Retail Director Gerry Munday described MCM’s Autumn/Winter 2010 collection as “the best, most cohesive yet for travel retail”, with greater options for “mixing and matching” lines and including a special Boston Project that highlights the essence of this year’s designs.
“This year’s Autumn/Winter 2010 collection introduces more variety – not just in designs and colourways but also in price positioning,” added Munday. “It’s MCM’s most workable and cohesive collection yet, and reaction so far is a strong indication that we have got it spot-on this time.”
More lines have been introduced in this collection, shapes are more comprehensive and the majority of bags are now made in Italy, according to Munday.
Best-sellers such as Marble Visetos, Ivana Patent and Night Train are carried over, while Marble Visetos comes in blue for the season, and the popular reversible shopper returns. The Ivana Patent has a new wine colour and a bucket shape.
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Left: Silk Road messenger bag; Right: First Lady can be merchandised with the New Alda and Elite lines |
The new Boston Project
“The Boston Project shows MCM’s continued innovation and creative thinking, bringing together a series of five medium Boston bags – the classic shape of MCM – that can be merchandised together and/or within their respective lines,” said Munday.
CVC in Cognac Visetos with Cognac trim is designed to be a smart everyday bag featuring small padlocks, while the tribal Mongolian Amour adds high-fashion eccentricity in Cognac Visetos with black leather trim, bold padlock and finished with a dramatic foxtail.
For evening, the Embroidery line is available in black Visetos with gold brocade embroidery or ethnic Himalayan Spirit shines with four-leaf clover studs in black Visetos.
Stud Degradee offers a fabric version in black shiny nylon jacquard adorned with gun metal studs. All have matching long wallets. Travel retail prices range from €315 for CVC and Mongolian Amour to €475 for Embroidery.
Each Boston Project bag comes from its own “˜family’ line, which carry through each individual theme. Mongolian Amour, for example, is bold and striking in black and Cognac with its ethnic-look trims and tassels, chains and functional padlocks.
Apart from the boston bag, the line includes clutch, tote and hobo shapes. Himalayan Spirit continues the tribal look introducing chunky hand-punched leather straps in black or Cognac soft Visetos, each enhanced with small gold clovers, while Embroidery features coloured embroidery bags that include shopper and barrel bag. The Himalayan large Ramona has a travel retail price of €475.
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Left: GM Line Python has an exotic air; Right: Himalayan Spirit continues the tribal look |
New Air Collection
The new Air Collection features a wide choice of bags in small, medium and large sizes all featuring a softer feel, in plain Cognac or royal, with or without the addition of a wide stripe. Each bag is finished with a dog bone charm.
As well as larger bags, this line features plenty of smaller gift items, including coin and zip wallets, money clip, and keyrings.
The GM Line has a sportier, more casual look, offered in Cognac Visetos with soft calf trim or, in the GM Line Python model, in Cognac or brown embossed python-look with leather trim.
Bag choices include satchel, shopper, drawstring and boston shapes. Travel retail example prices range from to €265 for the Air medium boston to €475 for the GM Line Visetos shopper to €600 for GM Line Python satchel.
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Left: This Everest Infinity model has a studded degradee look; Right: The large Ramona ostrich print leather bag |
Ultra-soft leather bags for all occasions
The Autumn/Winter 2010 collection offers lines for all occasions: work, leisure, day and evening. This year leathers are ultra-soft and feature particularly in Everest Infinity, with its studded degradee look in black, ash lilac and red; First Lady – said to be ideal for merchandising with New Alda and Elite – in black, red, dark grey, pink and blue; Eternity Woman, in brown, black and ash lilac; and the New Alda, one of MCM’s classic lines, now with a softer feel and offered in a wide choice of colours.
Travel retail price examples range from €520 for the Eternity medium tote or the Everest Infinity small handbag to €360 for the First Lady business bag and €315 for New Alda medium hobo.
Glam Rock is described as a fun line in red, blue, chocolate and pink. Chain tassels, zips and an oversized MCM studded logo with contrasting bands of dark and light colours are designed to appeal to younger shoppers. Silk Road is available in pleated red, black, taupe and violet taffeta with leather trim. Shapes span shoulder, messenger, clutch and envelope bags.
Ramona and Liselotte bags come in croc print or ostrich print leather featuring crystals, with colour choices including black, chocolate, violet, lilac and grey. A Croco Degradee version in teseo leather creates an unusual fade-in-fade-out suede and leather effect in black, lilac and red.
Travel retail price examples are €795 for the Glam Rock large shopper, €330 for the Silk Road messenger bag, €920 for the large Ramona ostrich print, €585 for small croco degradee satchel, and €1,200 for the large Ramona croc print leather.
For details, contact Gerry Munday, MCM, tel: +34 951 167 384, fax: +34 951 167 384 or e-mail: gerrymunday@mcmworldwide.com
