La Perla Debuts New Line, Absorbs Superfluous Ones

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La Perla is reworking some of its brand structures by consolidating a bunch of its current lines into three core brands, including the new Villa Toscana line of lingerie, beachwear and loungewear in pastel fabrics, flower prints and laser cut lace for contemporary, "aspirational" customers. Villa Toscana will absorb La Perla's current Anna Club, Aquasuit and Joelle brands. As part of the switch, the Black Label, Limited Edition and Bridal labels will be wrapped up in the highest-end line, called simply "La Perla," and La Perla Studio, Malizia and Glamour will just be "La Perla Studio" from now on.

La Perla is also rethinking its strategy and distancing itself from its more recent, fashion-oriented positioning. The fashiony lingerie was good for the brand, but was creating a disconnect with consumers, said La Perla's brand consultant, Frederic Loebb. "There were beautiful products in our windows, but remote from our customers and conveying the message that they were designed for top models' bodies," he said. The company plans to scale back on the fashion-oriented underpants for supermodels and make up the difference with pieces that focus on fit and timelessness.

The new strategy thankfully involves a price drop of about 25 percent, so La Perla's bra and panty sets will run around $300, Villa Toscana's sets will be $150-200, and Studio will be running for under $150. La Perla's CEO Alain Prost says the lower prices will be possible by focusing on making "less, yet better, products" and taking more time on each piece. We were under the impression that producing more garments at lower quality was how most places manage to lower prices, and if you make fewer things of higher quality, you tend to wind up with uber-pricey clothes.
· La Perla Unveils New Strategy [WWD]