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What is wrong with Brioni?

post #1 of 134
Thread Starter 

I have been reading this forum for years. I was never a member but time has come and i have said to myself that enough is enough. I have to speak my mind.

 

I browsed recently the new Brioni website. I was appalled by the new logo. After a little search i saw their new creative designer, deirector or whatever else title is a guy who looks like a hipster, tattooed everywhere. And finally i saw the new continental suit on their online shop. Who would ever dare to wear this in a job interview or in a business lunch or in any other business event? What do hipsters have to do with a brand which epitomizes subtlety, luxury, and upper class-bourgeois values, Metallica and a logo which i could have made myself on MS Paint? Give me a break!

 

I hope that some corporate dinosaurs of the brand read this. I enjoy my existing Brioni suits, i will buy whatever is left from the old school Brioni and switch to Kiton.

post #2 of 134

And you couldnt have made their former logo in Paint?

 

As to their suits, wouldn't ever consider paying over $5,000 for an off the shelf anyway but walk through the City and you'll see many in much worse than what they're offering.

post #3 of 134
Maybe they thought the classical menswear space is oversaturated with other brands like kiton and decided to reach out to a new group of customers. Kind of makes sense except that they forgot to drop their prices to a level that those new people can afford.
post #4 of 134
I don't see anything wrong with the cut of the suits, but what's up with the self-fabric buttons?

I'm still mystified by the Metallica connection. But it's similar to when Cadillac licenced Led Zeppelin music for their commercials.
post #5 of 134
Thread Starter 

The price tag is another issue. Personally, i buy Brioni because where i live we do not have tailors and i cannot make long travels and have to wait for months to have my suit delivered. 

post #6 of 134




Its window display at Barneys NY
post #7 of 134
Quote:
Originally Posted by othertravel View Post

I don't see anything wrong with the cut of the suits, but what's up with the self-fabric buttons?

I'm still mystified by the Metallica connection. But it's similar to when Cadillac licenced Led Zeppelin music for their commercials.

 

chasing Thom Browne

 

chasing Varvatos

 

one could argue that Zep chose Cadillac, they don't hardly let anybody use their music (but i believe that heralded the introduction of the CTS which kind of made sense)

 

i'd think an italian brand could offer a product and marketing concept a little more "continental" than metallica. i dunno. i guess that's what you get when you hire a self-educated hipster to steward your brand.


Edited by double00 - 7/28/16 at 6:22pm
post #8 of 134
Thread Starter 
Quote:
Originally Posted by double00 View Post
 

 

chasing Thom Browne

 

chasing Varvatos

 

one could argue that Zep chose Cadillac, they don't hardly let anybody use their music (but i believe that heralded the introduction of the CTS which kind of made sense)

 

i'd think an italian brand could offer a product and marketing concept a little more "continental" than metallica. i dunno. i guess that's what you get when you hire a self-educated hipster to steward your brand.

Exactly this with the hipsters. 

post #9 of 134
Quote:
Originally Posted by Martingale View Post
 

I have been reading this forum for years. I was never a member but time has come and i have said to myself that enough is enough. I have to speak my mind.

 

I browsed recently the new Brioni website. I was appalled by the new logo. After a little search i saw their new creative designer, deirector or whatever else title is a guy who looks like a hipster, tattooed everywhere. And finally i saw the new continental suit on their online shop. Who would ever dare to wear this in a job interview or in a business lunch or in any other business event? What do hipsters have to do with a brand which epitomizes subtlety, luxury, and upper class-bourgeois values, Metallica and a logo which i could have made myself on MS Paint? Give me a break!

 

I hope that some corporate dinosaurs of the brand read this. I enjoy my existing Brioni suits, i will buy whatever is left from the old school Brioni and switch to Kiton.


This..

post #10 of 134
Quote:
Originally Posted by Martingale View Post

I have been reading this forum for years. I was never a member but time has come and i have said to myself that enough is enough. I have to speak my mind.

I browsed recently the new Brioni website. I was appalled by the new logo. After a little search i saw their new creative designer, deirector or whatever else title is a guy who looks like a hipster, tattooed everywhere. And finally i saw the new continental suit on their online shop. Who would ever dare to wear this in a job interview or in a business lunch or in any other business event? What do hipsters have to do with a brand which epitomizes subtlety, luxury, and upper class-bourgeois values, Metallica and a logo which i could have made myself on MS Paint? Give me a break!

I hope that some corporate dinosaurs of the brand read this. I enjoy my existing Brioni suits, i will buy whatever is left from the old school Brioni and switch to Kiton.

Ummmm.......please remind us....who are you??

I'm sorry, but I'm sure nobody at Brioni is going to check with you before making decisions about their business.

Sorry to break it to you....
post #11 of 134
post #12 of 134
Quote:
Originally Posted by Viral View Post

Ummmm.......please remind us....who are you??

I'm sorry, but I'm sure nobody at Brioni is going to check with you before making decisions about their business.

Sorry to break it to you....

Maybe they should... Smart businesses never turn back on customer base that made them what they are - in this case wealthy, probably middle aged men, that appreciate classical style.

This is what happens when brand is taken over by "investors", who install bunch of flashy designers and copy/paste recent MBA graduates and spreadsheet managers, with 0 experience in real world.
"We should appeal to gen-Z... Milenials will soon have all the buying power... "

Yeah, sure... The problem is, once they acquire buying power, they will want to wear Kiton and Attolini, just like they will want to drive Ferrari and not some hybrid crap.
post #13 of 134
The pearl clutching is strong in this thread.
post #14 of 134
Quote:
Originally Posted by Viral View Post

Ummmm.......please remind us....who are you??

I'm sorry, but I'm sure nobody at Brioni is going to check with you before making decisions about their business.

Sorry to break it to you....

The "who?" seems obvious enough: OP is somebody who has apparently bought brioni in the past and will likely stop in the near future.
post #15 of 134

I have to admit I grew up idolising Brioni and dreaming of getting a Brioni suit. A barrister I used to work closely with had one and I drooled over it. Stunning but I never though I could justify $5K on a suit when I was looking through 18yo eyes. 

 

Now that I can afford it I don't have one of their suits. I have a sports jacket and a gillet - both of which I got on 50% sale.

 

And when I go into their store I don't see anything I like. It's all for ageing Euro playboys hoping for a last fling and young asians who are sick of Gucci and think there is something cool about Brioni because it's "old school", when the sad reality is that it isn't anymore at all. 

 

I wish they went back to their roots.

 

But maybe they were tanking already and thought this was the way out? Who knows.

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