OVS Milan

Massimo Piombo is the new artistic director of Italian retailer OVS’ men’s line.

During a press conference held Thursday in Milan to present the capsule realized by the company in collaboration with Kendall and Kylie Jenner, OVS chief executive officer Stefano Beraldo said the designer will overlook the development of the retailer’s men’s wear offering, which will be enlarged with the creation of a still-unnamed “upper casual” line featuring retail prices 30 percent higher than regular products.

The collaboration with Piombo will start with the fall 2019 season.

The same strategy aimed at dressing customers looking for more design-oriented and high-quality products will be extended to the women’s division, which will continue to be guided by OVS fashion director Caterina Salvador.

The new labels will be sold in dedicated areas inside OVS stores and online.

A look from the Kendall+Kylie for OVS collection

A look from the Kendall + Kylie for OVS collection.  Courtesy Photo

“My real ambition is to continue serving customers of every age and spending power, which means being also able to fit the needs of those who look for higher quality,” said Beraldo. “And actually, we can definitely make products with a higher value with prices that are just a little bit higher and always accessible.”

At the same time, Beraldo revealed that OVS and Piombo teamed up to create a new company, which will operate stores under the new “Piombo” label. This will offer men’s ready-to-wear positioned in a  higher segment compared to the new brand to be created by OVS in collaboration with the designer.

Beraldo also said OVS is working to implement its CRM strategy, which includes the creation of specific digital-oriented services enabling customers to access an edited selection of products corresponding to their needs.

While capsules and special projects, including the collaboration with the Jenner sisters, are focused on attracting a younger audience, Beraldo pointed that OVS actually aims to respond to the needs of a wide target, as demonstrated by the company’s decision to expand the upper segment of its offering.

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