New La Perla Brand Structure: Less Clothing, Less Money

In an effort to rework its brand structure, La Perla will consolidate its current lines into three core brands. Their newest line, Villa Toscana, which offers lingerie, beachwear and loungewear designed for contemporary, "aspirational" customers, will absorb La Perla's Anna Club, Aquasuit and Joelle brands.

The Black Label, Limited Edition and Bridal labels will be consolidated into the highest-end line, called simply La Perla. La Perla Studio, Malizia and Glamour will combine to form La Perla Studio.

In rethinking its strategy, La Perla's overall goal is to distance the brand itself from its fairly recent, fashion-oriented positioning. Trend-driven lingerie was good for the brand, but was beginning to create a disconnect with consumers.Continue reading...