Gas Milan 1984 celebrates its new course by returning to the ranks of Pitti Uomoon the occasion of 106th edition, with a spring/summer 25 under the creative guidance of Gregoria Carmagnini. “The directors of the relaunch of the brand – he told a Pambianconews Rino Castiglionepresident and CEO – are, first of all, the rediscovery of the heritage, starting from its historical archive and its DNA to build a strategy that starts from the domestic market but also looks at international markets”.
Relaunched in June 2022, when the Grotto Spa, the Chiuppano company to which the historic denim brand belonged, in fact, became Gas Milano 1984, the brand faced an “important and complex” 2023, recalled Castiglione. “On the one hand we worked on the reorganization of the company, recreating a management team and a style office, and we intervened on the technological and digital side to be prepared for new challenges, even abroad”.
The manager continued: “On the other hand, we have laid the foundations for a growth path in terms of turnover, modest but still underway and ready to act as a solid foundation for 2024″. And precisely regarding 2024, Castiglione anticipates: “We have started well in all channels, whosale, retail and e-commerce. The latter was one of the most important areas of intervention in 2023, and already in the first six months of 2024 we have almost surpassed that of 2023, further confirming that the company’s relaunch strategy implemented is reaping positive results”.
Castiglione then underlines the value of the return to the Florentine menswear event for the brand: “Just being here is an important goal that we have managed to achieve in just two years.”
Expansion into new markets is also underway: “Beyond Italy, Spain, Benelux, Switzerland, we are talking with a potential partner to start with the German market from next season too.” Furthermore, the presence of India was confirmed through the partnership with Reliance Brands, through which around 30 shops and around 55 corners and shop-in-shops are active. “India is a country that is growing exponentially at the moment, so we have consolidated this deal to continue along our development path”.
Looking at the turnover objectives for the current year, Castiglione does not go too far in terms of numbers. “We will continue with our brand and product strategy, the beating heart of the company’s relaunch project, together with the communication strategy designed to restore visibility”. For the medium-term horizon, the objective of 100 million in turnover to be achieved in 2028 remains valid.
