Unravelling the Moschino experience

Moschino launched its first flagship store in the country about four months ago after it surveyed the Indian market for two years. They seemed to have got the formula right. The store already has a waiting list of customers waiting for Moschino favourites.

Alessandro Ferreri, general manager (Asia & Middle East) of the AEFFE Fashion Group, which owns the brand, is not surprised. "We entered India with our top women's collection. Interestingly, a big portion of our customers in London and Paris are Indians," he says.

Besides Moschino, the AEFFE Fashion Group has brands like Alberta Ferretti, Narciso Rodriguez, Pollini and Jean Paul Gaultier.

So why did Ferretti think Moschino would click in India? "It is a fun and chic brand matching the trends here. We specifically chose Mumbai as it is more cosmopolitan, younger and faster than the other cities and it synchronises with the philosophy of the brand," he says.

This luxury-meets-fun brand has big plans for the country. "We will be soon be bringing our men's line and the jeans range as well. India is a very exciting market and the customer is very demanding. We are learning a lot from the Indian consumer." Delhiites will be relieved to know that the national capital will soon be getting the Moschino flavour too.

"It is passion which makes people buy luxury products. They fall in love with our products and stay loyal to the brand," says Ferreri. He would know. Ferreri has been with the AEFFE Group since 1997 and is confident that his customers will keep away from fakes even in the land where duplicates sell by the dozen.