For its new Paris flagship, Acne Studios chose to open its store on Rue Saint Honoré, outfitting the 385 square-metre lo…

For its new Paris flagship, Acne Studios chose to open its store on Rue Saint Honoré, outfitting the 385 square-metre location in the iconic limestone material that clads most of the city’s historic buildings — an homage to the capital of luxury fashion. It’s an unusual move for Acne, which has previously shied away from opening stores on popular shopping streets in favour of more low-key locations.⁠

Acne Studios built a $285 million business with a strong brand identity and a track record of profitable growth by eschewing large marketing budgets and elaborate influencer strategies, instead relying on organic growth. But now, to compete in a post-Covid luxury landscape dominated by big, cash-rich groups, Acne intends to make more noise in the market. “It’s not that we want to be radically different from what we are. Ultimately it’s about creativity and desirability, and then making sure you give people the opportunity to see it,” said Mattias Magnusson.⁠

Read about how Acne plans to step into the spotlight on businessoffashion.com [Link in bio]⁠

✍🏻 Tamison O’Connor ⁠
📷 @acnestudios⁠

#acnestudios

(SOURCE) https://www.instagram.com/p/CfKDdhOum8v

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