MOSCOW — Marc Jacobs touched down here late last month to take part in the official opening of his first store in Russia.
This story first appeared in the May 5, 2008 issue of WWD. Subscribe Today.
“I am amazed with the speed Moscow is changing,” the designer said. “The miraculous transformation this city came through has created the new shopping audience here — young, creative, vital. I really see the new consumer that understands my brand.”
The 6,100-square-foot store is situated on Petrovka Street opposite Louis Vuitton’s newly renovated unit.
The Marc Jacobs store opened almost a year ago and sells the main collection’s men’s and women’s lines on the ground floor and the Marc by Marc Jacobs collection on the second floor, as well as accessories, eyewear, bags, kids’, footwear, T-shirts and perfumery.
The new store is situated in prime shopping territory, being near the shopping street Stoleshnikov Pereulok, which contains stores for brands such as Salvatore Ferragamo, Dior, Chanel, Chaumet, Burberry and the multibrand Aizel boutique, which sells clothes such as Oscar de la Renta dresses and belongs to Aizel Trudel, who also owns the Marc Jacobs unit.
“I easily see how specific our customer here is,” Trudel said. “They are younger. They read about celebs in glossy magazines, and the Hollywood stars there say that they are great fans of Marc. I would say shoppers here are much more fashionable — in the progressive meaning of the word. And I am sure the store is a big success. The turnover for the year that is not finished yet is about $15 million.”
In addition to the Aizel and Marc Jacobs stores, Trudel owns units for Diane von Furstenberg, Agent Provocateur and Christian Louboutin.
“I am absolutely sure we have got the right partner here in Russia,” said Robert Duffy, president of Marc Jacobs International, who came with Jacobs to Moscow. “First she has bought Marc Jacobs for her multibrand store and by now she has got amazing results with the monobrand, especially with the Marc by Marc Jacobs line. She will soon open another Marc by Marc Jacobs store in Moscow and negotiations about Saint Petersburg are in progress. I am sure the turnover in Russia can be over $20 million eventually.”