Bugatti – available at Robert Smart Menswear York, an international label that continues to evolve into a lifestyle brand.
TROUSERS – EVERYBODY LOVES CHINOS
Imagine doing without chinos! bugatti’s answer to the new mega-trend is a wide selection of hipsters. A great variety of styles offers the right solution for every character. Narrow, reduced chinos have equal place with sporty models with stitching or cargos with multi pockets and embroidery. The new city cargo with flat pockets has all the potential to rise in the charts this season. This version is very strong in combination with the jacket. Wool trousers and five pocket versions are still fashionable distance runners, although the tendency is now towards straight shapes.
The customer will be delighted to see lots of light qualities with a reduced structure but a recognisable weave, ranging from twill to mini-herringbone and on to woven coloured checks and stripes. A variety of unique colour effects and a vibrant look can be produced thanks to special washing and finishing processes. The customer will also be right on track with coloured stripes on white or washed-look shadow stripes.
The linen/cotton theme for mid-summer has been completely re-interpreted. A natural look has been achieved through the use of pin point checks in almost the same colour as the background as well as by beige-grey or shadow stripes. Trendsetters will go for innovative indigo linen in glen checks, stripes or canvas. Denim offers variety. Jeans which must, of course, look distressed are much sought after. Washing and other finishing techniques take care of the highly coveted used look with wrinkles and more. This is fashion without compromise.
Bermudas also belong to the summer. They will, however, be shorter in the coming season. This means – men show their knees! The in pattern is checks. Lots of multi-coloured woven checks and a large selection of Madras checks provide the fun. He can also choose his favourite from eleven colours for cotton Bermudas.
KNITS AND JERSEYS – TRENDY MOOD-MAKERS
A fresh look to put you in a good mood: The new knits and jersey collection from bugatti sparkles with optimism. All shades of blue continue to take the lead in terms of colour. Bright tones such as coral, tobacco and sunrise yellow give sweaters and polos a trendy kick.
If it’s knitwear, it has to be sporty. Narrow-cut shapes and sweat-shirt styles are in, together with polo collars in mixed materials and zipped versions. The basis is first and foremost natural yarns. Cotton mixed with cashmere is the ideal yarn for cooler summer days. Here, the motto has to be “the finer, the better”.
Whether hooped, striped or with modest appliqué or interesting prints, polos are still a classic for the warmer season. Sport and Yachting themes lend fresh impetus in the coming season. And the preppy look gains a whole new dynamic with the addition of sporty elements. Of all the yarns, cotton in all its manifestations is the one offering the feel-good factor.
Bugatti: from coat to lifestyle brand
It all began with a telephone directory for the capital of fashion, Milan. Klaus-Jürgen Möller, head of marketing at the Brinkmann company, obtained the telephone directory to look for an Italian sounding name for the company’s new fashion range, soon to discover it right near the front – bugatti. This resonant, catchy-sounding name was adopted at once. Once the brand was registered at the patent office on 26.05.1978 the first bugatti coats were produced at Herford. The bugatti quilted coats were the first to successfully break into the market in 1981. The next few years saw the brand effectively strengthen its position, first with leisurewear, then with the travel collection including pants, belts, bags and umbrellas. The bugatti colour assortment made it possible to freely mix and match the individual elements. In 1991 the company granted licences for shoes, and then for numerous other products such as shirts, knitwear, ties, belts, socks and jeans over the subsequent years. The bugatti collection achieved growth through its own lines, such as the sports Jacket range, first launched in 1992, as well as by granting licences to reliable partners.
Bugatti: From clothing to lifestyle
In order to establish the brand with the consumer, the first bugatti event was held on the premises of Hettlage, Düsseldorf, as early as 1983. In 2007, there were more than 100 bugatti events. Consumer advertising in magazines began in 1984. During the nineteen nineties bugatti changed from a pure menswear brand to a lifestyle brand. Granting licences for bags and luggage articles, linen and towelling articles, small leatherware items, umbrellas, home textiles and sleeping systems makes it possible for customers to give a bugatti structure to their lifestyle.
The bugatti brand went international during the nineteen nineties when it took over marketing rights for the Benelux countries in 1990, followed by those of the UK and Finland in 1998, the same year the first bugatti shop outside Germany was opened in Prague. An agreement with the VW Group, which, in the meantime, had taken over rights in the Bugatti car brand, made it possible to further widen the export markets to include France and Italy, amongst others, one year later. In the year 2000 bugatti decided to make a presentation at the famous Pitti Immagine UOMO fashion trade fair held in Florence.
With an export share of more than 50% plus a market presence in more than 60 countries worldwide, ranging from Canada to China to Australia, Bugatti is now a true global player.
Bugatti: the upper mid-range brand
The fact that recourse to the Milan telephone directory a quarter of a century ago paid off is evident from the success of the bugatti brand, the brand awareness level of which has risen from 6% to 50% amongst the German population since 1984. Amongst the highest paid the figure is even almost 60%. Today, bugatti accounts for almost one third of the Brinkmann Group’s total turnover of 242 million Euro. Added to this are the permanently increasing bugatti sales volumes of the 15 licensees. “Our national and international partners profit from the fashion expertise and the strong price/performance ratio of a well-known brand in the medium to upper price segment”, states Klaus Brinkmann, Managing Partner of the Brinkmann Group.
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