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MCM’s strategic revamp: elevating design and customer experience
In the last 18 months, MCM has introduced ready-to-wear (RTW) collections that showcase new design codes, reflecting a more polished and mature brand image.
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The German luxury brand MCM, born over 45 years ago in München and later acquired by Sungjoo Group in 2005, is rapidly reviewing its storied legacy with a peak in design aesthetics and a refocused growth plan.
This change focuses on elevating design aesthetics and accelerating growth, driven by a renewed emphasis on its heritage and modern consumer needs.
Aesthetic Evolution and New Collections
In the last 18 months, MCM has introduced ready-to-wear (RTW) collections that showcase new design codes, reflecting a more polished and mature brand image.
The label has also launched various collaborations and activations within the art and culture spheres, reinforcing its cultural relevance.
Notably, MCM debuted the “Wearable Casa,” a seven-piece furniture and accessories collection created in partnership with designer Alberto Biagetti, marking the brand’s expansion into home decor.
Retail Revamp and Customer Experience
MCM’s global stores have undergone significant renovations, focusing on providing an unparalleled customer experience.
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This transformation is part of a broader strategy led by the brand’s top management, emphasizing customer-centricity and quality service.
Leadership Insights
Sang-Joo Kim, MCM’s Chief Visionary Officer and Chairperson, highlighted the brand’s ongoing revolution in products and branding since acquiring the group in 2005.
“Our smart luxury operations have been built on the philosophical foundation of the Bauhaus & Zeitgeist, and our next focus is now on the consumer, enabled by our digital transformation,” Kim stated.
Sabine Brunner, MCM’s President and Global Brand & Commercial Officer, who previously worked with luxury brands such as TOD’s, Roger Vivier, and Bonpoint, echoed this sentiment.
She emphasized the importance of authenticity and coherence in the market, where consumers are more cautious and conscious about their purchases.
“We want to offer what the customers need to live their digital nomad lifestyles, being also responsible towards our planet. Quality craftsmanship, perfect engineering, best in class materials, and seasonless and transformative designs are our pillars, we call it Smart Luxury,” Brunner explained.
Conclusion
MCM’s strategic revamp highlights its commitment to innovation, quality, and customer-centricity.
By embracing its heritage while adapting to modern trends, the brand aims to solidify its position in the luxury market and cater to the evolving needs of today’s discerning consumers.
