Voce del dizionario della moda: Pinko
VOCE DEL DIZIONARIO DELLA MODA MAM-E: PINKO.
Pinko è una delle nuove voci del Dizionario della Moda MAM-e, il più completo dizionario del mondo, con oltre 4.500 voci, in italiano, inglese e cinese.
Seguirà la pubblicazione di altre voci del dizionario realizzate in collaborazione con Domus Academy.
Per tutte le informazioni sulla pubblicazione della voce del dizionario del vostro Brand potete contattarci su info@mam-e.it.
An Italian fashion brand founded in the early 80s, putting great emphasis on sustainability and playing an important role in global environment campaigns and redefining femininity.
About Pinko
PINKO was originally developed as “instant fashion,” a concept by which “flash” collections are released each week, to meet the demands of a continually evolving market. Towards the end of the 1980s, the company directed its strategy along new lines, introducing the concept of “semi-planned” fashion and a new distribution formula that saw the take-off of PINKO franchising. Creating a distinctive global image and ensuring distribution through multi-label sales channels are the keys to the strategy that established PINKO on the international market.
The Origin
PINKO was founded in the early 1980s by Pietro Negra, the current CEO and Cristina Rubini. PINKO is a contemporary fashion brand with distinctly Italian features. In the best Italian tradition, the daughters of Pietro, Cecilia and Caterina, respectively lead the corporate communications office and the stylists’ team. Quality and creative savoir-faire are the basic values expressed by collections that look to the future. Attention to modernity, technological innovation, the spirit of participation and a global sensibility to style are the elements that have shaped the brand’s worldwide success over the years.
Development
PINKO relies on research and the quality of Italian craftsmanship to create original and extraordinary creations that are easy to wear. Their products are very elaborate but accessible. The brand was made possible by the organization of several teams of designers who collaborated under a central supervision, since recognizes diversity as the main characteristic feature of today’s world, making it blend into a uniform stylistic and entrepreneurial design. Over the years, PINKO has created a model of a determined woman, feminine, metropolitan, cheerful and interested in what is happening around her. Some extraordinary models, such as Alessandra Ambrosio, Naomi Campbell, Elle MacPherson, Carmen Kass and Eva Herzigova, and photographers like Terry Richardson and Steven Klein, (to name a few) have helped define this model of women.
Special projects and capsule collections have been developed in collaboration with some of the most fascinating designers on the international scene: Pinko by Mark Fast (February 2011), Alessandra Fachinetti (September 2012) for the Uniqueness Project and Marina Spadafora (February 2013) for Pinko Bag for Ethiopia. These projects bear witness to an approach that is always dynamic and attentive to what is happening here and now. PINKO also collaborated with Coca Cola to produce a
capsule collection for Spring/Summer 2017. The collection presented basics, taken from street style culture, sweatshirts and t-shirts in the iconic colours of Coca-Cola and the PINKO Love Bag in three new versions to match the mood and colours of the Coca-Cola collection.
It is present in Italy, in Europe and in the world with 170 stores (single-brand and franchised) and 970 points of sale. The brand is present in most of the most prestigious international department stores and has begun the penetration of the Travel Retail sector with the recent opening of 10 stores in Italy and worldwide.
Green and Ethical Philosophy
Built in 2008, the new headquarters of PINKO was designed following the idea of a “green factory”. With over 3,500 square meters of hanging gardens and a glass and steel structure that ensures efficient use of lighting and perfect thermal balance, the building is a welcoming environment, where plastic waste is reduced thanks to the use of water dispensers.
PINKO promotes ecological mobility, with a reduced environmental impact. Hence, has provided the parking areas with charging stations for electric vehicles.
Has also decided not to produce more fur garments starting from the Fall-Winter 2016 collection.
Brand Finance
PINKO confirmed the estimates announced a year ago on the occasion of the brand’s entry into the Elite project of the Italian Stock Exchange. The brand closed 2016 with revenues up 12% to 195 million euros (174 million in 2015), adding that the following year, the brand expected to “reap the rewards of an important investment with the landing in the United States and Japan”, announced in April 2016. Currently the brand is present in the States with two points of sale in New York and a new opening in Miami. On the Asian front, PINKO inaugurated the first Japanese single-brand store in Tokyo, a country where the label relies on a distribution focused mainly on multi-brand stores. With the progressive strengthening in international areas, Italy, while remaining the market for the brand has a lower impact on turnover, with a share of 50% to 45%, followed by Europe, China and Russia.
The company closed 2017 with a turnover of around 200 million euros and an Ebitda of around 25 million as confirmed by the brand’s CFO Daniele Pini.
Current Situation
The current advertising campaign of the brand is based on Sexy-Sport Style Remix: Balbara Palvin is the face of the new Advertising Campaign for Spring / Summer 2018 taken by the English photographer Angelo Pennetta at the Spring Studios in London. The Campaign defines a new concept of ‘Athlexywear’: athletic and sexy meet in a mix of references that enhance the body and dynamism. The approach is fresh, bold and creative. It enhances the freedom of expression of a modern, spontaneous and non-built femininity.
Recently the brand has teamed up with Treedom, a site which lets users plant a tree at the click of a button, to create its own ‘Pinko Forest’, featuring 10,000 mango, banana, macadamia, African cherry and avocado trees to be planted in Kenya this year. To create awareness on the project, PINKO has launched an exclusive t-shirt, made of organic cotton and sold in eco-friendly packaging, which encourages people to take action now with catchy slogans. Plus, the initiative benefits the people living in the plantation area as they will have the chance to work on it and fulfil their basic food needs with the fruits. Speaking about the initiative, the brand’s founder Pietro Negra said that the initiative is just the first step of the long thought philosophy that PINKO wants to build on. A set of social values that is relevant to the younger generations, that is environmentally friendly and socially empowering.
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