Kenzo aims for a hip, democratic luxury positioning

Kenzo has been a dormant brand within the LVMH empire, since the acquisition in 1999, which also marked the departure of founder Kenzo Takada. The brand, has since, become more known for its fragrances and beauty products rather than ready to wear and accessories, which used to be the core business of the company. The brand, which is reported to have had a turnover of 150 million euros in 2011, has entered a new ambitious repositioning strategy, since last year, when the creative direction was taken over by duo Humberto Leon and Carol Lim. This week, the duo presented in Paris their second menswear collection with a wider range of accessories and ready to wear, priced more moderately.  Dresses which used to seel for 4,000 euros, no

Kenzo store, Paris (Rennes)

w most cost between 300 euros and 600 euros.

With its creative revival and new positioning comes the expansion strategy of the brand, which plans to re-enter the U.S. this year, with corners at major department stores in New York such as Saks Fifth Avenue, Nordstrom and Barneys. Kenzo currently has 149 outlets in more than 20 countries.