Marchon strengthens European marketing structure with Marchon MB
European marketing and brand actions to be coordinated by the Treviso branch
Marchon Eyewear has announced that it has opened in Treviso a new Marketing and Brand company, Marchon MB.
Confirming its orientation toward investing in the expansion of the Italian and European markets, the Marchon Group - which is part of US company VSP, the world leader for integrated visual care management – decided to locate its International Marketing and Brand Management in Italy. Following the new distribution center in Fortogna, the expansion of the Style Center and production departments in Puos d'Alpago, both investments made in the Belluno district in 2011, Marchon's focus is now on Treviso.
Marchon MB was set up with the aim of developing and coordinating global marketing and communication strategies for "Made in Italy" and European brands through the single but well- balanced direction of the identities and specific characteristics of each brand in the portfolio. Marchon MB will also manage US brands that include Nike, Calvin Klein and Michael Kors in Europe: proximity, observation and knowledge of the characteristics of European consumers will be critical factors for the growth of US licenses also in Europe.
The new company will also create and produce programs, initiatives and market research for the entire organization, with special attention to different demands and requirements.
The base in Treviso employs 20 people, 10 of whom are dedicated to marketing and 10 to brands. They will work in concert with Marchon Italia on designing and producing a variety of eyewear and with the managers of the various licensers that include Fendi, Emilio Pucci, Salvatore Ferragamo, Valentino, Jil Sander, Lacoste and Chloé. The new division will be managed by Annamaria Rizzato who has proven experience in the eyewear sector and will report to Marchon Europe managing director Nicola Zotta.
"Locating in Italy the marketing and brand actions that are so strategic for the Group" - Nicola Zotta commented – "was a natural choice based on the growing importance of the European market for the Group's commercial dynamics and, in particular, for our country as the nerve center for the worldwide production of eyewear."
"Thanks to her considerable experience in the sector" - Zotta continued – "Annamaria will contribute to implementing the company's European strategies by producing marketing plans that support our brands and by providing our customers with innovative services and precise information".
"Italy has always been important for the Marchon Group. The strategy of strengthening the Italian branch through significant investments in personnel and structure led to the reopening of the facility at Fortogna, where Marchon Italia was set up in 1995 and which is now a distribution center for the Italian market, and to the expansion of areas dedicated to the Style Center and production at the base in Puos d'Alpago" – commented Marchon Italia CEO Giancarla Agnoli. "It is proof of the Group's continuing growth and innovation which is also reflected in additional prestigious licenses in its portfolio, such as the recent acquisition of Chloé. Furthermore, Mido is about to begin and we will be the protagonists in the launch of new collections by Salvatore Ferragamo and Valentino. The proximity of Marketing and Brand Management and the Style Center at Puos d'Alpago will lead to important synergies and greater, and even more effective, design sharing with Made in Italy fashion houses".