Pinko Women's Collection Spring Summer 2011

 Pinko Women's Collection Spring Summer 2011Pinko, the clothing brand founded by Pietro Negra and Cristina Rubini in the late 80s, has 800 sales-points around the world, with revenue of 148 million euro in 2008 and a growth rate up 8% from 2007.
Pinko's success is based on two key supports: brand awareness and value. And precisely thanks to these two factors it has been possible to position Pinko in the top multi-brand stores in Italy and worldwide. Strategic positioning as an alternative to big-name designers, making it possible to furnish very stylish, quality collections adhering to market tastes but competitively priced.
The collection is a real product project, extremely varied in both issue timing and in assortment, so that moments of purchase are distributed over time. An extraordinary service of re-assortments, supplements and replacements makes for a high-performance shop, keeping customer interest very high from pre-collection to sale time.
On the marketing level Pinko has always used retailing techniques learned and developed in managing its own mono-brand stores. It is a retail project applied to wholesale. When this project is fully implemented, revenue per square meter of store and sellouts are truly surprising.
To be able to create this type of project Pinko utilizes a complex styling structure, the real strong point of the company. Independent teams work on each collection and are coordinated through stylistic, visual and product supervision making it possible to create harmonious collections that complement each another.
Where communication is concerned, Pinko was distinctive in the past for advertising campaigns featuring Naomi Campbell, Eva Herzigova, Elle McPherson, Mariah Carey, Steven Klein and is currently working with Terry Richardson and Erin Wasson. In addition, Pinko decided to set up its own press office, in total synergy with the Fidenza Headquarters. All backed up by big investments in advertising in the top dailies and fashion magazines in Italy and abroad.
On the retail level, Pinko has lately been undergoing a deep restructuring phase: no longer several shops in each province but just a few stores that are very prestigious. This change in strategy is very simple to understand: formerly, space was subtracted from multi-brand clients and brand value was also lowered; now any conflicts of interest with clients have been resolved, leaving them room to grow, especially in the provinces. Pinko thus shoulders the costlier running costs of more prestigious locations. In turn, distribution is increasingly selective, thereby making room for wholesale clients and in exchange getting bigger and bigger purchase volumes. De facto creating a solid win-win relationship.
Pinko has just moved to its new offices, only steps away from former Headquarters; that have been designed for the comfort of employees and to provide a pleasant environment fostering even greater creativity.