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Storecasting: Camicissima Brings Bulk Shirts to Madison Avenue

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Inside one of Camicissima's Italian stores.  Image via <a href="http://www.wwd.com/menswear-news/italian-shirtmaker-to-open-first-u-s-store-2355724?browsets=1256826339286#/slideshow/article/2355724/2355731">WWD</a>
Inside one of Camicissima's Italian stores. Image via WWD

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Italian shirtmaker Camicissima isn't particularly well-known in the United States, but that might change soon. On Black Friday, Camicissima opens its first U.S. boutique at Madison Avenue and 53rd Street. The label, which has 100 Italian stores, owes its success to a pricing gimmick: It sells shirts in packs of four. In Europe, a four-pack goes for $147.72, or 99 euros, but they'll drop the price to $99.90 for their new American market (and let men buy a single shirt for $49.90). Shoppers will also be able to pick up a three-pack of ties for $39.90.

The Madison Avenue shop only represents phase one of Camicissima's plan for world domination. The company's real estate broker told WWD that he plans to start by looking for a second spot in downtown Manhattan, then "work out in concentric circles," eventually conquering Connecticut, Short Hills, NJ, Jersey City, and Long Island. Meanwhile, Camicissima stores will open in Spain, Greece and Poland. And then, if all goes according to plan, people will forget there was ever a time when men's shirts came in quantities of less than four.
· Italian Shirtmaker to Open First U.S. Store [WWD, subscription req'd]