Some 18 months ago, MCM embarked on a
rebooted travel retail strategy under its Travel Retail Director, Nicolas
Roptin. Today, the 40-year-old German luxury brand is thriving in the airport
and downtown channels, and recently showcased its latest collections at the 2016 TFWA World Exhibition.
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| MJ Rabbit meets a giant MCM bunny at the 2016 TFWA World Exhibition |
Store openings in well-targeted locations
Roptin reports a double-digit upswing in
travel retail sales over the past year – an impressive result, given the
various geopolitical events that have profoundly affected all players in this
sector. “We’re doing well,” he says, noting the travel retail channel’s
resilience in the face of such challenges. “Like everybody else, we are facing geopolitical and economic issues, but
overall we’ve been more resistant and we keep growing.”
MCM is popular among Asia’s luxury-loving
travelers and the company is seeing increasing numbers of South East Asian
customers. Middle Eastern customers are also very important, notes Roptin.
The ambitious company’s objective is to
open good-sized stand-alone stores in well-targeted locations across Asia,
Europe, the Middle East and the Americas. This has been achieved in Asia, where a
major location spanning over 240sq m began trading in April 2016 at Hong Kong
International Airport Terminal 1, directly operated by MCM. The brand created a
special-edition airport range for this milestone event, and the store features an eye-catching airport-style
baggage carousel display for the accessories.
A sizable, 100sq m shop opened in Singapore
Changi Terminal 1 in July, in partnership with Dufry. Also in a strategic
location is a new store recently opened at Bangkok Suvarnabhumi Airport,
operated by King Power. In China, a 60sq m stand-alone shop opened
at Shanghai Pudong Terminal 1, operated with King Power Group (Hong Kong)
subsidiary Orient King Power, boosting the operator’s fashion and luxury offer
at the domestic terminal.
In Taiwan, the brand boasts three Taoyuan
airport locations in Taipei, comprising two stand-alone stores and a
shop-in-shop. And over in Australia, Gebr Heinemann opened a 60sq m space at
Sydney Airport in May. Other Asian openings during 2016 have
included Kuala Lumpur International Airport and Beijing Terminal 3. In
September, a 75sq m store was scheduled to open in Shenzhen Airport’s domestic
terminal, featuring a very high façade, says Roptin.
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| MCM's Milla Primary tote in vivid red |
"Huge potential" in the Americas
In Europe, a key travel retail target,
Munich Airport is another significant opening for the brand, which was
established in the German city in 1976. Also in Germany, a directly operated
airport shop in Frankfurt opened for business in September. Meanwhile, Lagardère Travel Retail is
operating an MCM space in its multi-brand store at Amsterdam Schiphol Airport.
In the Americas, where Roptin sees huge
potential for the brand, MCM has debuted at Toronto Airport. This follows the
opening of a store at Los Angeles Airport in November 2015.
Now, the focus is on airports in London and
Paris, where the company is scouting for locations, and is looking to return
soon to Dubai International.
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| MCM rabbit charm |
Autumn/Winter
16 collection celebrates 40th anniversary
Dubbed Munich Epoque, the Autumn/Winter
2016 collection continues MCM’s year of 40th anniversary celebrations and
features designs inspired by its birthplace.
Looking to Munich’s artistic heritage, the
collection incorporates Baroque-inspired patterns juxtaposed against clean yet
vibrant colourways. Reds, gold, deep blues and yellow ochre create the palette.
Taken in part from Munich’s Residenz Palace, the motifs and colours that run
through the collection bring the designs back home with a contemporary feel.
Details include hand-sewn embroidery, brocade, Swarovski crystals, applique
velvet, beading and waxed canvas.
The Baroque Print line is a stylish and
modern interpretation of classic German artisan tradition. This print adorns
key silhouettes such as the lightweight Kira shopper and Stark backpack.
Inspired by MCM’s classic heritage travel
collection, the lightweight Berlin Series pieces pay homage to the archive with
the addition of bold rivets and studs. New season colour ruby red is introduced
as well as a Tambourine cross-body style.
Newly restored from MCM’s archives, the
youthful Patricia shoulder bag is roomy and features an adjustable strap with
shoulder tunnel adornment, automatic laurel lock and rhodium hardware.
The Milla Gepard boasts luxurious calf
hair, leopard patterns and a detachable fox-fur charm, and is available in
tote, clutch, and backpack shapes. Resurrected from MCM's archives, the Mitte
Brocade bag pays homage to the rich art of brocade in colored silks with gold
and silver threads, and metal embroidery.
Inspired by vivid Bauhaus colours, the Milla
Primary offers a classic tote made from Italian leather in bold hues such as
blue, red and yellow. Meanwhile, the Luxus line features croco-embossed Italian
leather and is available in a range of styles including backpack, messenger and
briefcase.
