MEXX |
IT STARTED WITH A KISS … In 1986 Rattan Chadha took his menswear brand Moustache and the womenswear brand Emanuelle and joined them together . Take the first letter of each and add two kisses : Mexx . Both brands stood for the same lifestyle and would make a stronger statement as one unit . The ultimate goal of Mexx is to promote a casual , modern lifestyle - a lifestyle that is all about having fun , being free-spirited , optimistic , open-minded , nonconformist and inspiring .
FAKTA OM MEXX Mexx er i dag ejet af en veletableret hollandsk koncern , som oprindeligt har sin baggrund i private label-skoproduktion . Firmaet , der nu har ændret navn til Mexx International B . V ., købte først rettighederne til Mexx inden for sko og siden de øvrige rettigheder til blandt andet beklædning og boligtekstiler . Koncernen er nu i gang med at relancere og repositionere Mexx internationalt .
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M ( OUSTACHE ) + E ( MANUELLE ) + XX ( 2 KISSES ) = MEXX |
nationalt twist . Det betyder , at Mexx kan noget andet , end de dygtige danske modebrands som har en tydelig nordisk design-DNA . Mexx er ikke bare ” mere af det samme ”, men tilbyder et andet udtryk til tøjbutikkerne - et frisk pust designmæssigt , siger Palle Campagner , der overvejer at udstille på CIFF i februar 2021 , men ellers er at finde i showroomet i Kløverbyen . - Mexx er tilbage med nye stærke ejere , en solid forretningsplan , et superdygtigt designteam og med en fantastisk brand story . Kombinationen af en international designprofil , et konkurrencedygtigt prispunkt og stor kendskabsgrad gør mig overbevist om , at det vil lykkes for os at gøre Mexx efterspurgt og elsket igen , lyder det afslutningsvist fra Mexx ’ s chef for det nordiske marked .
SUMMARY Today , Mexx is owned by an established Dutch business group with a background in private label shoe production . The group is now relaunching and repositioning Mexx internationally . Palle Campagner , previously of Tommy Hilfiger , Garcia , InWear , and Sparkz , is its Nordic chief . - I belong to the Fashion Mexx division which was established in April 2020 . My job is to rebrand Mexx in Denmark , Norway , Sweden , Finland and the Baltics , within the segments Women , Men , and Children . This will be my primary area to start off with , but we also have shoes and home textiles within our business . The shoes from Mexx will be especially good to include in my sales work - not least because it ’ s an area where Mexx is particularly strong , says Palle Campagner during NU ’ s visit to the showroom in Kløverbyen , Copenhagen . Mexx also markets eyewear , accessories , and fragrances . The clothes from Mexx belong to a “ commercial mid-price ” field , according to Palle Campagner whose ambition is to make Mexx known “ far and wide ” based on the idea that the more places the brand is seen , the better . - My strategy with Mexx is that we shall work with the retailers that really want us . After my initial sales trip , it ’ s my impression that the interest in Mexx is significant . Not least in Sweden , where Mexx was previously so well-known that I ’ d almost say all Swedes over the age of 30 know the brand . In Denmark , it ’ s also well-known but it probably wasn ’ t as widely seen during its prime here as it was in Sweden . I ’ m limited by the fact that the sales organisation in Scandinavia currently consists of a one-man army spearheaded by me , which is why I ’ ve chosen to focus on active sales in Denmark and Sweden to begin with . Then the rest of my markets will follow . The Covid situation also limits my ability to travel right now . My job in the beginning is to do as much canvassing as possible while still maintaining an overall overview , Palle Campagner explains . He has already noticed that the line Mexx Loungewear for women is one of the Mexx ’ s most impactful lines . He also points to suits as an area that is successful for Mexx . The line of sustainable basics made from organic cotton and recycled polyester is also popular . Retailers can supplement the basic range in-season online from Mexx ’ s warehouses in the Netherlands . - One of the most important reasons that I believe strongly in a bright future for Mexx in Scandinavia is the design . The design head effortlessly achieves that perfect combination where basic meets fashion . The result is a strong look that isn ’ t Nordic but has a clear international twist . It means that Mexx can offer something different than the many talented Danish fashion brands with their clear Nordic design DNAs . Mexx offers a breath of fresh air in terms of design , says Palle Campagner , who is considering appearing at CIFF in February 2021 . Otherwise he will be present in the showroom in Kløverbyen . - Mexx is back with a new , strong owner , a solid business plan , a fantastic design team , and a great brand story . The combination of an international design profile , a competitive price point , and good brand awareness makes me confident that we will succeed in making Mexx desired and loved again , says Mexx ’ s head of the Nordic market .
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83 · MODEBRANCHEN . · ISSUE NO 02 · 2021 |