Replay (fashion)

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Replay
Replay-Logo-HD.png

owner Fashion Box SpA
Introductory year 1978
Products Jeans
Markets Worldwide
Website www.replay.it

Replay is a fashion brand founded in 1978 by Claudio Buziol , which belongs to the fashion group Fashion Box , whose core business is the manufacture of jeans . In 2009 Replay had an annual turnover of 250 million euros and is traded in around 50 countries with 5,000 sales outlets.

history

1978 to 1997

In 1978 Claudio Buziol had the Replay trademark registered. Although Replay is now known as a jeans brand, the first jeans didn't hit the market until 1989. This was sold over a million times within two years. The jeans had a special type of fabric, double ring denim , which he discovered on a trip to Japan . This denim fabric established itself as a trademark of Replay. In 1990 Replay had an annual turnover of 18 million euros. In 1991 the first replay store was opened in Milan . In 1992, 16 more sales outlets were opened and annual sales rose to 69 million euros. In 1993 the first branch opened in New York . 1994 experimented with the first Replay blue jeans format, which is an indigo-blue denim. Due to growth in the Asian markets and those in the Middle East, annual sales rose to 143 million euros. The Replay eyewear collection worn by Marcolin SpA was also launched in 1997 through licensing. The annual turnover rose this year to 188 million euros.

1998 to 2008

In 2001, Buziol granted Sugi Ltd. Group in Hong Kong to manufacture and sell Replay and Replay & Sons brand shoes. In 2002 the license agreement with Marcolin SpA was expanded to include Replay underwear products. In 2003 consolidated group sales reached 207 million euros. The new group fashion brand We are Replay was presented at the international men's fashion fair Pitti Uomo in Florence . In 2004 consolidated group sales reached 230 million euros.

Claudio Buziol died in 2005 at the age of 47. He left behind a group of companies that continued to jointly manufacture and distribute Replay in over 50 countries. In 2006 the Replay brand celebrated its 25th anniversary with a series of events at the San Gregorio Monastery in Venice . In that year it achieved sales of 353 million euros. In 2007 Replay signed licensing agreements with Proctor & Gamble for a perfume line, with Christian Bernard for watches and costume jewelry and with Arcte for underwear and beachwear.

2009 to 2016

The new managing director of Fashion Box SpA was Matteo Sinigaglia, who replaced Gaetano Sallorenzo, who had come to Replay from Calvin Klein in spring 2008 . Asolo remained the seat of the company and production.

In 2010, Wolfgang Friedrichs announced that he would be leaving the fashion box. On September 1, 2011, Thomas Wirth became the new Managing Director of Replay Germany. In 2008 the Replay collections were sold in 50 countries with 5000 sales outlets and around 220 own branches , the annual turnover was 305 million euros. In 2007, sales were still 340 million euros. In 2009, sales fell to 250 million euros in connection with the global economic crisis . The Sinigaglia family has been working with their company Sugi International Ltd., founded in 1999, since 2001. in the shoe area together with Replay. In 2008, the Orient Box joint venture was founded and in 2009 it achieved wholesale sales of 80 million euros. The official Replay online shop was launched in May 2009 . In 2010 an innovative sales concept was introduced. The first implementation took place in the stores in Milan and Paris, and in 2011 it was also implemented in the branches in Barcelona and London. The concept was mainly aimed at creating an environment for the customer that would give him a break from everyday life and should change the original idea of buying behavior . Fashion Box Japan was founded in 2011 to strengthen trade in Asian markets.

In July 2012, the first Replay store opened in Beijing , China, followed by another opening in Daikanyama, Tokyo in August 2012.

Thomas Wirth, Managing Director of Replay Germany since 2011, was also appointed Vice President Business Development in June 2017.

Sponsorship and advertising faces

In 2013 Replay signed a contract with FC Barcelona as the official outfitter and sponsor of the first team, as well as all of the other FC Barcelona teams, for a period of 4 years. Some of the club's players are advertising faces from replay campaigns.

Among the best known advertising partners Replay among other footballer Neymar Jr . from FC Barcelona, ​​as well as the top models Irina Shayk and Alessandra Ambrosio . For the launch of the Replay Touch Jeans in November 2016, alongside Irina Shayk, the top models Stella Maxwell and Joan Smalls were photographed by the photographer duo Mert Alas and Marcus Piggott.

Web links

Individual evidence

  1. ↑ Replay. (No longer available online.) Archived from the original on February 1, 2017 ; accessed on March 28, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.mode.net
  2. ↑ Replay - the perfect brand for those who love denim. (No longer available online.) In: www.egotrends.de. Archived from the original on December 13, 2016 ; accessed on December 13, 2016 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.egotrends.de
  3. ↑ Replay Footwear - Fashion Box ΕΛΛΑΣ Α.Ε. In: Fashion Box ΕΛΛΑΣ Α.Ε. June 6, 2016 ( fashionbox.gr [accessed March 28, 2017]).
  4. ↑ Replay. (No longer available online.) Archived from the original on February 1, 2017 ; accessed on March 28, 2017 . Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. @1@ 2Template: Webachiv / IABot / www.mode.net
  5. ^ OC Projects GmbH, Kaarst: Replay - paradisi.de . In: paradisi.de . ( paradisi.de [accessed on December 13, 2016]).
  6. ↑ www.fibre2fashion.com: Interview of Matteo Sinigaglia, CEO, Replay respectively with Fibre2Fashion. In: www.fibre2fashion.com. Retrieved December 13, 2016 .
  7. ↑ Replay History - Replay Jeans Brand History - Fashion Box Spa Italy. In: fashiongear.fibre2fashion.com. Retrieved December 13, 2016 .
  8. ↑ Cheryll Mühlen: Thomas Wirth, CEO Replay Germany: "Denim is by no means the same as denim". In: jnc-net.de. Retrieved December 13, 2016 .
  9. ↑ Replay redesigns flagship store | 1st-blue - the fashion magazine. Retrieved March 28, 2017 .
  10. ↑ Replay opens 1st store in China | 1st-blue - the fashion magazine. Retrieved March 28, 2017 .
  11. ↑ Thomas Wirth - Vice President of Business Development Replay - Fashion Box Spa and Fashion Box Deutschland GmbH - Replay. Retrieved May 12, 2017 .
  12. ↑ Exclusive Denim Interview With REPLAY Hyperflex Denim . In: The Jeans Blog . December 23, 2014 ( thejeansblog.com [accessed December 13, 2016]).
  13. ↑ chrisdanforth: Neymar and REPLAY Visit Selfridges London. In: Highsnobiety. May 23, 2016, accessed December 13, 2016 .
  14. ↑ Hyperflex Jeans: Replay Touch . ( harpersbazaar.de [accessed on March 28, 2017]).