In this week’s Fashion Strategy Weekly, we analyze Brunello Cucinelli‘s content strategy after the recent launch of its holiday campaign and considers what the brand’s approach to content suggests about the future of luxury experience.
With much of the luxury industry slowing from the rapid rates of growth experienced during the post-pandemic supercycle, Brunello Cucinelli has been one of those brands that has continued to grow. Its July to September revenues were among the strongest in the industry (see below), while its first-half revenues were up almost 15 percent at constant exchange rates.
Most of the luxury fashion industry has been pulled down by weak growth in Asia, but Brunello Cuccinelli was among the few brands that powered past that trend. Its revenue growth in Asia, which comprises about a third of total revenue, was up over 14 percent, second only to growth in the Americas.
After the brand experienced unprecedented post-pandemic growth in 2021, its owner, Brunello Cucinelli, told Vogue Business, “We do not wish to grow fast. Rapid, sudden growth isn’t rational and it isn’t sustainable. It creates problems.”
We know that there is a tension between long-term and short-term growth optimization strategies in the luxury retail space. Bruenello Cucinelli seems to have got the balance about right.