I want to dedicate this post to the brand which opened the Milan’s men fashion week, Dsquared. The brand celebrated its 20 years anniversary with an amazing show-party in the Hangar Bicocca contemporary art gallery. The two Canadian twins, Dean and Dan Caten, who founded in 1995 one of the coolest and stylish brands in the fashion industry, were able to grow really fast and smart, making their brand image stronger through the years.
What is impressive to me are the numbers they were able to make in a few years, the brand managed to increase its turnover from 3 millions euros to 210 million euros in just 12 years (from 2002 to 2014) with an average annual growth of 38%. These results were achieved thanks to the introduction of the Pret-a-porter men and women collections (produced and distributed by the Italian group Only the Brave) and the licenses for fragrances, kidswear and sunglasses. In the latest years the company then launched a women evening dresses collection and a sartorial classic line for men.
Unlike the majority of luxury fashion brands, whose sales are focused on foreign countries like Asia and Middle east, I was actually really surprised to discover that Dsquared’s sales in Italy represent the 30% of the total sales of the company and that in general Europe is the first reference market for the brand. Also Russia and China represent markets of major importance for sales (9% and 10% of total sales) and the brand is now pushing to grow in the US. The company’s focus is now on retail distribution and they are strongly investing in the opening of monobrand stores.
To conclude this post I think the Dsquared twins did a great job in developing the brand image through the past years, making the right choices for the licenses and keeping the production of leather accessories in Italy, always maintaining the cool and eccentric style that characterizes their brand DNA.
Happy 20th Anniversary!