Kiton - Update in the US

Where is brioni in this market? I saw some Kiton suits for around 3k at Stanley Korshak a few months back. I think they were getting rid of last years stuff.

I love the new Kiton advertising. For what kind of cut are they known?

Originally Posted by texasmade10

Click to expand...

Where is brioni in this market?

Good question. I don't know for sure. I will say that I am far more impressed by Kiton's marketing in the last two years than Brioni. Kiton has advertised with colorful and well designed ads. They have invested in special built-out departments in places like Neiman Marcus.

Brioni's ads, to my eye, look dated. They could be from the 80's.

My guess is that Kiton understands that it is going after a younger audience. Brioni may still be reaching for the classic, older buyer. It appears that way to me anyway.

I'm sorry, but there is no way their average customer age is 30.

Originally Posted by Master Shake

Click to expand...

I'm sorry, but there is no way their average customer age is 30.
I doubt this, too.

Originally Posted by cmacey

Click to expand...

For the price of some of their offerings, "A fool and his money will soon part!"

True but the fool has plenty of $$$$$$$$$$$$$$$.

Originally Posted by agjiffy

Click to expand...

There are lots of reasons to go with Kiton rather than a similarly priced bespoke garment. Silhouette and fabric selection are the two most obvious.
A

Their fabrics are some of the nicest I've felt.

+1 on the average age comment

I went into the Kiton store in Vegas last year. They were clearly pandering to the "oh **** I just won 20 g's at the blackjack tables" patzers

Saying their avg customer is 30.... pure marketing.

Originally Posted by pocketsquareguy

Click to expand...

I ran into a rep for Kiton the other day who I have known for several years. I asked him how things were going now that they are doing more marketing and in-store build-outs in the last few years. The following are his comments:

-their Sales are beating 2008
-ten years ago the average Kiton customer was 60 years old. Now it is 30.
-When the recession hit, customers stopped buying, not because they didn't have money but because it didn't look good to be wearing new suits, etc.. But now the feeling is that it is OK to buy.
-They have young customers who are dressing up for the first time and want to look their best. He had a guy who was 28 buy seven MTM, three piece suits from him last.
-Musicians dressing up in suits have influenced the sporting world. Guys are seeing these high profile people wearing nice suits more often and now more regular guys want that look.
-A number of their older clients who are senior partners in firms are coming in saying that the younger guys are making fun of them for having old, out dated looks and fitting suits. They are buying to look current.
-Not everyone wants "flash". He has many clients who still want to be subtle. One recently had a number of $12K suits made up with no Kiton Label and no Kiton branded lining.

A useful post to start a discussion, but everything on here is a prime example of myth.

--NO way Kiton has average age customers of 30, unless buying Kiton suits is now required of 15 year olds in the US Public school system. (With vouchers?)

--No way 'younger guys' are making fun of senior partners for their lapel width; even if they knew, and cared.

--Why would anyone care if the inner lining or label is present? It can't be seen, and isn't an issue of subtlety.

--Young dude buying seven made to measure 3-piece suits? At once? Perhaps he wants one for every day of the week.

Average age is probably Eyetalian arithmetic...could be lower than years past if have lots of kleptocrat kids from Chindia buying the brand (at stores in NYC or at their US college's bookstore)

Don't know of any VCs or tech kings in SiliconValley who ever wear a suit and/or tie to office or board meetings

And lots of hedgies in MidtownManhattan or CA similarly gave up ties and suits years ago

Would guess bespoke/MTM/OTR suit sales to highest-income crowd in NYC or CA is likely dying much like printed newspapers/books...world outside CA tech and NYC hedge funds tends to be slow...

Originally Posted by pocketsquareguy

Click to expand...

Good question. I don't know for sure. I will say that I am far more impressed by Kiton's marketing in the last two years than Brioni. Kiton has advertised with colorful and well designed ads. They have invested in special built-out departments in places like Neiman Marcus.

Brioni's ads, to my eye, look dated. They could be from the 80's.

My guess is that Kiton understands that it is going after a younger audience. Brioni may still be reaching for the classic, older buyer. It appears that way to me anyway.

I'm skeptical that they are shooting for a younger audience, seems more likely that they are aiming for a non-NYC audience. Curious as to what sizes sell the fastest; probably 48R, 50S, etc. (kidding)

Exorbitantly priced RTW with super-luxe shiny fabrics etc. have way more appeal in locations without good bespoke options. Most of America (outside of NYC), the Middle East, and Singapore come to mind.

In cities with tailoring tradition (London, Paris, Milan, NYC, HK, Tokyo, etc), you'd probably get laughed out of the room wearing a $10k shiny multi stripe Kiton suit.

All that said, I find Kiton's aesthetics miles better than its Neiman Marcus competition - Brioni, Oxxford, Armani, etc.

Originally Posted by sellahi22

Click to expand...

All that said, I find Kiton's aesthetics miles better than its Neiman Marcus competition - Brioni, Oxxford, Armani, etc.
Aesthetics only? (and in what way?) What about quality--don't you think that Brioni (and Belvest) are equal to Kiton?

In addition to young athletes, Dr's, etc., there are various independent businessmen. There are a guys out there with serious cash flow who aren't in tech or finance. Many like to have "the best". I know a guy who owns fifteen oil change places. He does very well and likes to dress well when not at work. So he has a full Kiton wardrobe to wear on vacation, at his country club and when he travels. (he is 35).

I keep an eye on the Kiton racks and can say that not a lot is moving. The Kiton rep is being a salesman. Sure, there are some buyers here and there, but I wonder how long those in store Kiton boutiques will last. Maybe the main goal is to lure in more Kiton buyers with flashy displays even if inventory has to be dumped to do it. And with Kiton's bias against fashion trends, they can keep inventory for years without it looking stale.

My opinion, from several years experience with both brands, is that Kiton and Brioni have the finest fabrics in my market. Kiton's cut is fuller in the lapel and much fuller in the pants. I prefer Brioni for fit, which is why my last couple suits have been Brioni. Belfast isn't in the same league.

If anyone has suggestions for bespoke suits with fabrics on par with Kiton/brioni that can be fit in san Francisco, let me know.

Originally Posted by shakattk

Click to expand...

The Kiton rep is being a salesman.

I'm sure he is. To say that the average age is 30, well I take that with a grain of salt myself. Perhaps they have been saying "we want to target 30 year olds who will be our long-term customers". You say that enough on conference calls and in meetings and soon it become "our average is 30 year olds".

But, from my own observations I think Kiton is focusing on a younger audience. I say that because of their marketing materials and where they are advertising the last two years.