Friday, 22 December 2017 16:00

ChicGeek Comment Fiorucci Offering Branded Value

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Fiorucci Brewer Street Soho is back

Value and price are related, obviously. A high price can offer great value, and vice versa, but many designer brands are very far from this. See more here - Greedy Margins & Brand Blindness

Fiorucci Brewer Street Soho is back

We’re in an age where the arrogance of brands has caused many to push their prices up while lowering their quality. It’s not good enough. So, it was a nice surprise to go into the new Fiorucci store on London’s Brewer Street and see quality product at reasonable prices.

Left - Tired of shopping? Have a lie down

I’d been meaning to take a look since it opened in September. Now owned by Janie and Stephen Schaffer, who had founded the high street chain Knickerbox together in 1986, Fiorucci was one of the coolest fashion names of the 1970s. This is the first store in its rebirth.

Right - The spiral staircase up to the 1st floor in the Fiorucci store on London's Brewer Street

Founded by Elio Fiorucci in 1967, after being inspired by London’s Carnaby Street and King’s Road, the first Fiorucci store opened in Milan’s Galleria Passarella. More stores followed. In 1974, a second location in Milan, a year later in London. Then, in 1976, East 59th Street in New York. The Manhattan store becomes known as “the daytime Studio 54”. It laid down the blueprints for the concept store as we know it today.

Until recently it was just a name check in Sister Sledge’s “He’s The Greatest Dancer” song. But with Halston gone, Gucci overloaded, it’s, now, all about Fiorucci. 

We’ve seen many brands from the 1970s try, and, generally, fail to make a comeback. Ossie Clark never quite made it and Biba stuttered and became an in-house brand at House of Fraser. Many brands make the mistake of trying to carbon copy what was then rather than taking the best bits and thinking about a contemporary shop or experience.

Fiorucci Brewer Street Soho is backFiorucci Brewer Street Soho is backThe new owners of Fiorruci have done this really well. The shop has that disco, playground feeling yet still feels sophisticated and the product all seemed to be Made in Italy of decent weighted fabric and excellently priced - £80 for a T-shirt and £140 for a sweatshirt. 

Left & Right - More images of the first Fiorucci store as part of the brand's rebirth

While £80 is a lot for a T-shirt to many, when you compare it to £250 for a Gucci one that is so thin you can see your hand through it, it seems great value. I’m not sure who is doing their manufacturing, but it looked like the reason why you buy Italian-made clothes.

At these prices it’s something you can get involved and have fun with. Young consumers will be able to afford it or at least save up to it. They are positioning the brand for the long term, looking for repeat custom and offering their consumers something decent for their money. I know if I see a guy in a Fiorucci T-shirt I’ll want to go over and speak to him. It’s cool.

Go check it out next time you’re in Soho.

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