- Kristopher Fraser
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Paco Rabanne launched menswear yesterday in Paris at their spring/summer
2020 runway show as the brand works to grow beyond their successful
womenswear line. “The idea is to extend to menswear what we do in
womenswear,” said Paco Rabanne general manager Bastien Daguzan to Business
of Fashion. “There is a continuation in fabrics and prints. For some
categories like jersey, knits, t-shirts, accessories, it was seamless.”
Paco Rabanne already has five retailers committed to carrying the line and
will also be selling it via their own e-commerce channel. The first drop of
the collection will be in December of this year.
The menswear launch is part of the brand’s “One Rabanne” strategy.
Originally the company, which is owned by Puig, kept the ready-to-wear and
perfume businesses separate. In 2017, everything was brought under one
entity beginning with the creation of the Pacocollection fragrance. In
terms of beauty, Paco Rabanne also has a genderless makeup line in the
works.
Puig is betting big on Paco Rabanna and expects sales to reach 1 billion
euros by 2025. This year alone the brand is expected to triple its revenue
according to Business of Fashion, with credit being given to the brand’s
creative director Julien Dossena. They are also doing well on the ecommerce
front with 50 percent of sales being generated online. Fragrances still
make up the majority of their business, although Puig doesn’t release
concrete sales figures.
photo: via Pacorabanne.com
