Best known for its leather handbags, the Italian accessories brand is boosting its distribution footprint with new openings and beefing up assortment with the expansion into footwear and jewelry.
The Coccinelle store that just opened at the Leonardo da Vinci–Fiumicino airport in Rome marks the debut of a new interior concept for the Italiandescribed the design as “an evolution, rather than a disruption” of the existing interior, as the label is looking to refresh its image across all its touch points in continuity with the past while not alienating its loyal customer base. “Our main goal is to keep coherence in terms of image and overall consistency globally,” noted Mazziotta.
“The company kept growing also in and is growing in but at a slower pace compared to the first half of this year, which is in sync with what’s happening in the market and the macroeconomic situation overall,” said Mazziotta. Still, the executive is confident Coccinelle will report growth in 2023, too, projecting full-year sales to increase between 10 percent and 15 percent versus 2022.The store count is set to increase, as well.
Coccinelle’s brand awareness is solid in Thailand, where it will soon revamp its store at the Central World shopping plaza in Bangkok with the new interior concept. Additionally, the firm is eyeing entering the Japanese market via a string of pop-ups and shops-in-shop at premium department stores by the end of next year.
For the executive, the channel hits particularly close to home as he first joined Coccinelle as head of travel retail in 2014, before being appointed to his current role in 2020. Under Mazziotta’s watch, the brand increasingly pivoted toward a customer-centric approach, which marked a key change in terms of corporate structure and influences strategies across collections’ design, distribution and communication.
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