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MCM Enters A New Era Of Female Led Expansion
Courtesy of MCMSomething’s shifting in MCM. The German luxury label, born over 45 years ago in München and subsequently acquired by Sungjoo Group in 2005, is revisiting its storied heritage with an elevation in design aesthetics and a refocused growth strategy — at a rapid pace.
Over the past 18 months, the House saw the launch of RTW collections featuring new design codes implemented to unveil a more polished and grown brand image, a series of collaborations and activations in the sphere of art and culture, as well as the debut of MCM Wearable Casa: the House’s first seven-piece furniture and accessories collection created in partnership with Alberto Biagetti. On a global scale, the House’s stores have also been through some major facelift — led by the top management team’s unwavering focus in providing unparalleled customer experience.
“Since I acquired the Group in 2005, MCM has been continuously revolutionizing products and branding to differentiate from our peers, and has become much more customer centric,” When asked what prompted the new, noticeable direction, shares Sung-Joo Kim, MCM’s Chief Visionary Officer and Chairperson. “Our smart luxury operations have been built on…
MILAN — German accessories brand MCM is ready to unveil a new chapter of its history.
Ahead of its debut as part of the Milan Fashion Week calendar, MCM Global AG’s president Sabine Brunner discussed the new strategic direction the brand has undertaken and been building up recently.
The main focus is repositioning MCM as a digitally driven luxury brand through a new image and products that revitalize its heritage codes — tracing back to 1976 — as well as expand into a full-fledged offering of accessories, ready-to-wear and lifestyle. The goal is to further serve and engage both the brand’s existing customer base and what Brunner described as the “Digital Nomads,” the Gen-Z and Millennial consumers MCM has been increasingly attracting.
“I don’t think it’s a change, rather a revisitation,” said Brunner about the strategy. “Ms. [Sungjoo] Kim, who is the owner and the chief visionary officer of the brand, always has the right vision: She envisioned and could feel that there’s going to be a shift in the market. MCM was very much kind of streetwear- and subculture-focused, which brought an amazing success to the brand constantly and for many years. But we felt it was time…