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The MM Loft
in Montreal, inaugurated on February 6, 2001, is truly a unique concept
in personal shopping; style-savvy women peruse the latest Marisa Minicucci
offerings in a luxurious setting where their personal needs are catered
to - by appointment. Minicucci discusses with Minimidimaxi the walk-in
closet premise that is making many career women skip the tiresome downtown
shopping jungle. "The loft is about planned shopping.
My customers generally know what they want. In the fall, they place their
orders for the spring collection. That gives them a few months to accessorize
what they know they've already bought, so there's no need to panic with
the changing of the seasons." Could it get any better? "Every customer
walking in is a sale," adds Minicucci.
With collections of over 200 pieces, it seems that choosing may be the
only difficulty encountered at the MM Loft. "The
collection has always been big, and it's an important element in marketing
to the U.S." Zenobia, founded in 1993 by entrepreneurial partners
Minicucci and marketing expert Barry Bly, is the multi-million dollar
company that oversees the production and distribution of the Minicucci
collection. With 85% of Zenobia's business generated from exports mainly
to the United States (including retail powerhouse Sak's) and recently
to the U.K., trunk shows have become a staple in propelling the high price-point
brand, of which 30 are conducted each season. Minicucci sums up the business
structure concisely. "As a designer - manufacturer,
we have total control."
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Spring/Summer 2002 collection features a wide variety of classically coordinated
outfits, versatile separates and underpinning options. The colour palette
is subtle and basic: white, summer chocolate, camel, navy and black. The
waist-defining tulle-embroidered dirndl skirt forms perfect structural counterpoint
with the sharp three-quarter-length sabbia and oyster-grey jackets. A similar
navy issue with undulating white seamwork makes this season's jackets a
must-have. Perforated suede and geometrical chiffon prints offer a certain
panache, as do the articulate, crisp collars that show up consistently.
The accessory of the season is the wide felt belt, available in an array
of colours. The incredible sense of balance is an unmistakable Minicucci
trademark. |
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