Markus by Markus Lupfer
ITB was engaged by British fashion designer Markus Lupfer to explore and secure brand building opportunities across key markets and product categories. Markus Lupfer’s mainline brand had a good presence in Asia through wholesale partners but we saw opportunity for further expansion – identifying a particular growth area in TV home shopping in Korea.
Partnering with In Market Experts
Following in-depth market research, ITB identified a local partner with extensive experience in the manufacture and distribution of luxury brands – having worked with Vera Wang, Karl Lagerfeld and more. ITB negotiated and secured a 4 year license deal for Markus Lupfer to create a diffusion line titled Markus by Markus Lupfer, exclusive to Korea. The womenswear collections under this name would take inspiration from the signature prints, logos and motifs of the Markus Lupfer mainline and be adapted to styles and silhouettes most fitting for the Korean customer. Taking advantage of the sharp rise of TV home shopping in the Asian market, ITB secured a home for the brand with GS Shop – Korea’s first ever and pioneering home shopping network which launched in 1994.
Delivering Successful Sales
One year in to the license partnership, with the AW20 collection complete and SS21 collection launching imminently, we have seen strong sales results and incremental growth in Markus Lupfer’s audience within the market. Future collections build on the most popular motifs and best-selling styles to ensure we continue growing brand awareness and advocacy as well as desire for the product.