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.

"There were beautiful products in our windows, but remote from our customers and conveying the message that they were designed for top models' bodies," said Frederic Loebb, La Perla's brand consultant. The company now plans to focus on fit and timelessness.

The new strategy also includes a price drop of about 25 %. Bra-and-panty sets from La Perla will now cost around $300, Villa Toscana's sets will be $150-200, and Studio will be running for under $150. La Perla's CEO Alain Prost says the lower prices will be possible by focusing on making "less, yet better, products" and taking more time on each piece.

I'm not sure how that statement makes any sense at all, more like spending more time = spending more money. But I would never complain about a price cut.