Paris – Spanish luxury house Paco Rabanne is planning global expansion and is implementing changes across multiple fronts to build a more cohesive brand.
The Puig-owned fashion and fragrance house has kick-started its makeover by simplifying its name to Rabanne. Following this, it is looking at DTC expansion with a flagship boutique in New York to showcase its new visual identity across its product lines and retail spaces.
During its spring 2024 collection on the runway, Rabanne showcased an expansive range including eveningwear, denim and knitwear. By 1 October 2023 the brand will launch its make-up line on its e-commerce site which will also be available across the counters of department store groups Selfridges in the UK, Sephora in Europe and Ulta Beauty in the US.
This unification of the brand’s various facets was first proposed by the Rabanne team nearly 10 years ago, and the strategy has since been implemented incrementally. Logging 40% growth in recent years, the brand's resurgence through the crucial contribution of designer Julien Dossena shows the potential of heritage luxury brands gaining success in today’s markets, as tracked in our luxury section.
Strategic opportunity
It is essential that brands continually adapt their visual and brand identity to keep up with changing consumer demographics and current values. Being an Elastic Brand in today’s market by implementing ongoing internal renovations is a proven route to success