NEW YORK — A good indication of the scale of changes that have taken place under Valentino’s new management in the past year is that the label can be found today not only on Hollywood red carpets, but also at a downtown Manhattan music festival on members of a rock band called Elefant.
One of the primary focuses of the company since it was acquired by Marzotto SpA in May 2002 has been to increase the scope of the Valentino brand — with a Red collection, expanded accessories and restructured licensees — and its retail presence, particularly in major U.S. department stores and specialty stores. That’s including reaching out to stores that hadn’t carried the line in years, and extending its marketing to include some unexpected product placements, such as dressing Elefant in the younger-skewing Red collection for a College Music Journal concert last week.
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