Façonnable is out to lure a younger man.
The Nice, France-based label will return to the trade show arena at Pitti Uomo to showcase an updated look and more frequent deliveries.
“Our goal is to attract younger-thinking people,” said Lance Isham, chief executive officer. “There’s a full generation of male customers who have never thought of us. The Façonnable consumer has aged with the brand.”
To reverse that trend, Isham said Façonnable will offer several deliveries under its Blue Collection. The first, Campus, will kick off in July and will offer products with a “back-to-school sensibility,” Isham said. The offerings are designed for the guy who “wants to feel confident and comfortable.”
In August, the Lodge collection will make its debut, which Isham described as “an outdoor casual-sportswear concept appropriate for all climates.” For those seeking more formal options, Metropolitan will offer pieces more appropriate for the workplace.
The next month, Megeve, an après-ski line, will be offered, featuring “the best fabrications in yarns” for its sweaters, as well as complementary shirts and pants. “This is part of the heritage of Façonnable, but we’re creating more interest to gain and develop another customer,” he said. Isham stressed, however, that the company will work hard not to lose its existing client with this new product range.
Also at Pitti, the brand will show its Façonnable Atelier line, a “much more sophisticated, pure luxury” collection, Isham said. Retail prices for the Atelier line will average 1,000 euros, or $1,332 at current exchange, for a sport coat; $2,265 for a suit, and $400 for a shirt, while the Blue range will average around $1,000 for a suit, $800 for a sport coat and $180 for a shirt.