Style from Replay
Style from Replay's Laserblast collection
 

20 Apr. 2012

REPLAY'S LASERBLAST ROAD-SHOW KICKS OFF IN MILAN

On April 19, 2012, Replay launched its new eco-friendly Laserblast denim collection in its Milan-based store in Corso Vittorio Emanuele 24/28. It was celebrated with a subsequent party at Hangar Bicocca. The event, which took place during the international furniture fair Salone Internazionale del Mobile, kicked off the Replay Laserblast Road-Show, which shall tour through selected European countries.

Replay’s new low-impact denim treatment combines the action of laser technology and ozone wash and helps to save up to 85% of the common water consumption, while guaranteeing 3-D authentic used-look jeans. The Laserblast styles debut in the fall/winter 2012-13 collection with three men's five-pocket models (regular fit, regular slim and slim fit) and two women's variations (skinny and boot cut) offered in various washes. Each of the Laserblast denim garments is rendered unique through a series of strictly manual treatments such as emerizing, tearing/ripping, dirty-washing and finally drying on special dummies for a three-dimensional appearance. The Laserblast line will be available at mono-brand stores and other Replay retailers including corner shops and shop-in-shops worldwide. Retail prices range between 119 – 149 €.

Matteo Sinigaglia, CEO Fashion Box, explains what the event and Laserblast technology mean to the brand: “The road-show dedicated to Laserblast aims at reaffirming that Fashion Box’s core business has always been and still is denim. This innovative laser treatment has enabled us to express our artistic inclination through a revolutionary and contemporary concept. In our opinion, the result - packed with craftsmanship and passion - is extraordinary, thanks to technology that I would define as 'caring', because of its low impact."

Next to the new denim collection, the Milan-based Replay store also showcased the brand’s first "Magic Table". The interactive video-wall table, which was designed by architect Michele De Lucchi, can be used for displaying videos, product descriptions and shall prospectively fulfill extended uses including e-mail purchasing and other interactive and social networking activities. In the long run, almost every Replay flagship store shall be equipped with a Magic Table.

In a talk during the launch event, Matteo Sinigaglia showed quite optimistic for the future. He expects to close 2012 registering stable sales of about €235 million: "I think we have to involve the consumer with fun and image events as this one."
Moreover, business seems to be taking off in Asia where Fashion Box has re-acquired distribution for Japan, Hong Kong and China between September and December 2011. By the end of June 2012, Replay is going to open a 350 sqm store in Beijing where the brand is already operating a total of 40 stores. Thanks to a new expansion plan, which Replay signed with a partner in the Middle East, the denim brand was able to open five stores in Vietnam, one in Malaysia, one in the Philippines and two in Thailand.
Within the next wo or three years, the company expects to reach a number of 150 own stores in the Asian market. Nonetheless, caution is always a must: “It is very hard to predict results in these markets because they can grow rapidly, especially in terms of taste. Despite of Japan, which has a rather Western mentality, and China where the growth has already started, one has to judge results and make predictions with great care", explained Sinigaglia.
Maria Cristina Pavarini

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