Page 21 - March 2020

Classic Design,

Futuristic Materials

MCM MUNICh STORE MCM ROdEO dRIvE STORE
Munich, Germany Los Angeles, US

MCM GINzA STORE MCM ROdEO dRIvE STORE
Tokyo, Japan Los Angeles, US
A “MCM is distributed online and in 650
luxury travel goods and accessories brand with
an attitude defined by combining a contemporary
stores worldwide including the brand’s birth
aesthetic and focus on functional innovation with
the use of cutting edge techniques.
MCM has an attitude defined by the cultural Zeitgeist and city of Munich”
its German heritage with a focus on functional innovation, Even though it is now a global brand, the company’s main
including the use of cutting-edge techniques and materials. design studio is still housed in its home market of Germany
Appealing to the 21st century global nomad generation in the city of Berlin, one of the most dynamic fashion cities
– dreamers, creatives and digital natives – MCM’s millennial of the world today. They also have designers based in Seoul,
and Gen Z audience is genderless, ageless, empowered and Korea, birthplace of the K-pop phenomenon, which Erhardt
unconstrained by rules and boundaries. says has had such a significant impact on Asian fashion.
“MCM is distributed online and in 650 stores worldwide “Working together, teams strive to create products featuring
including the brand’s birth city of Munich, Berlin, Zurich, London, the most cutting-edge influences of European and Asian
Paris, New York, Hong Kong, Shanghai, Beijing, Seoul, Tokyo, design. One example is our signature backpack – a practical,
Dubai and more,” explains Eric Erhardt, President EMEA of hands-free travel accessory that looks just as good in urban
MCM Worldwide. “We have a growing network of directly as off-the-beaten-track environments,” Erhardt puts forward.
operated flagship stores in major tourist cities globally, and our The group believe social media as a marketing tool is a
key retail partners include high-end department stores such as strength for them because its customers and target audience of
Selfridges and Harrods in the UK and Nordstrom in the US for millennials and Gen Z’s are forever connected. This is particularly
example as well as travel retail outlets at airports worldwide.” true in Asia, where WeChat, Weibo and Youku, among others,
The company has seen huge retail growth in the past have become universal in China. MCM has a major presence
year which has strengthened MCM’s international visibility. In on many different networks across the world and ensure the
2019 they focused on key growth markets such as the US, content they put out is targeted to the right audience for each
MCM ROdEO dRIvE STORE Los Angeles, US Los Angeles, Vienna and Tokyo. and this will not change as they expand internationally.
channel. It has always been pivotal to their marketing strategy
Japan and Europe, with stand-alone store openings in Berlin,
Since its foundation, MCM has always been unafraid to
In autumn last year they launched a second flagship store
experiment with its designs, something Erhardt feels is what
in Munich’s Maximilianstraße which introduced a new global
makes customers loyal and what makes the company stand
retail concept that will now be rolled out in key stores
globally. This began with the opening of the first flagship store
distinctive and edgy manner has helped the brand to stand
in Vienna, Austria which was inaugurated at the end of last out. “Our ability to reinterpret concepts and products in a
year and the group’s newest store in The Dubai Mall which out and resonate with customers the world over who want
has only just launched. to be different.”
German leather good maker MCM was launched in 1976 and has expanded all over “The concept was masterminded by our new Global While MCM is still at an early stage in its sustainability
Creative Officer Dirk Schönberger, who worked with the operations, saving the planet for next generations is its top
the world ever since. Here, RLI sits down with Eric Erhardt, President EMEA of renowned architect studio Gonzalez Haase AAS to present priority and a great challenge.
Through its association with music, art, travel and technology,
MCM Worldwide to discuss the heritage of the brand and what the next steps are for a fresh visual identity for MCM,” says Erhardt. MCM embodies the bold, rebellious and the aspirational.
In the future, the company will expand in the Middle East
a company in growth mode. market beyond Dubai and examine the available opportunities Always with an eye on the disruptive, the company centres on
revolutionising classic design with futuristic materials.
in the South America region, include Brazil and Mexico.
MARCH 2020 RETAIL & LEISURE INTERNATIONAL 21