Created in 1977, Blumarine is the company’s original brand and identification mark. It represents the highest dimension of brand identity and positioning. In particular, Blumarine is the name of the group’s main line, which, designed by Anna Molinari, constitutes its core business.

The unique brand mark and its distinctive style have made Blumarine a leading Italian fashion – which receives recognition and acclaim on an international scale. Together with growing market success, the brand has kept evolving.

This maturation process has become all the clearer in the recent high-profile collections where the designs are more luxurious than ever. The development and launch of a complete line of fashion accessories integrating perfectly with the ready-to-wear collection show that the brand has achieved full maturity and growth, as well as a rich and varied offer.

• BRAND IDENTITY

Through the years the ever coherent Blumarine style has become a byword for a unique concept of romantic femininity all about timeless elegance and sensual refinement. This distinct, recognizable style comes through in the cuts and colors of the clothes, in the glam image of the advertising campaigns, in the evocative interior design of the mono brand stores.

• POSITIONING

Along with other storied Italian luxury labels, today Blumarine is positioned at the high end of the global market. Consumers, retailers and members of the fashion elite all recognize the brand’s fame and prestige.

Both managers and shareholders aim consistently to maintain and ensure the highest standards of product quality and originality, as well as an outstanding brand and store image. Meticulous attention and care go into the working processes and into the selection and production of superlative materials. To the same end, the company has always made a point of entrusting the creation of the Blumarine advertising image to major fashion photographers and communication experts.

In the very next future, the brand will focus on gaining and consolidating an even higher positioning in the fashion/luxury goods segment, reinforcing its presence on the domestic front and expanding it in the global high-end market.

• Target audience

The Blumarine woman fits an ideal profile, heterogeneous and transversal. More than a mere style as such, she reflects a lifestyle, a realm of shared passions and attitudes with a strong connection to the defining qualities of all the brand’s collections: Feminine, Fun and International.

1. Feminine - She loves to express her own romantic femininity, always with taste, sensibility and refinement, making the most of her own natural attributes.
2. Fun - Fashion is a creative game to have lots of pure fun with. Seduction is a game to play following her own rules.
3. International - She feels at home wherever she is, travels in both time and space. She keeps inventing her own style, referencing different influences, inspirations and cultural traditions.

Blugirl

Introduced in 1995 as a ready-to-wear line for young women, Blugirl has a romantic inspiration with a playful ironic twist. Designed by Anna Molinari, it expresses a feminine ideal at once true to the Blumarine spirit and open to fanciful reinterpretation.

The Blugirl line joined the main Blumarine line in 1995 and was immediately seen as a younger range able to express the same values as the main line yet in a more playful, irreverent and humorous style. Today the line has modified its original image and style, with a slow yet progressive maturing both of the clothes on offer and of the image it expresses.

The collection has moved on from offering clothes for the young and very young to being a more complete line, dedicated to girls who have since grown into women yet do not want to give up the humour. A factor in bringing development of the brand towards full maturity is the inclusion in the range of the line of accessories, the ideal addition and complement to the Blugirl range for loyal customers. Bags, belts and shoes are today an important complement of the collection of the range, popular both on the Italian and other markets.

• Positioning

Blugirl, in order to respond to Group strategies and systems, is positioned in a slightly lower price and market segment than Blumarine. This is not due to lack of aspiration or attitude but instead a deliberate decision so as to meet the different needs and expectations of consumers and the market. The quality and innovation, crafted manufacture and materials are at the same very high level of all the Blufin group brands. At the same time the brand image is always entrusted to the interpretation of great image professionals.

• Target

Over the years the Blugirl consumer has also grown and matured together with the label, from a teenager to today’s young woman. While the distinctive features of the Blugirl woman, who identifies with an image, have remained unchanged: HUMOROUS Fashion is a game and the Blugirl woman knows this. Nothing is taken too seriously and everything is constantly toned down and reinvented. The Blugirl style is expressed in unexpectedly, eccentrically and extrovertly.

1. Bon Ton - A specific taste and style, poised and elegant yet with a fun and light-hearted key to interpretation.
2. Feminine - A romantic woman who loves expressing her femininity with refinement without forgetting good taste and discernment.
3. Glamour - The Blugirl style is also modern, contemporary and fashion conscious: to sum up, this is glamour fashion even with its own personality and originality.

Anna Molinari