Due to its plummeting financials, La Perla, had to be acquired by SMS Finance in June 2013, with the objective of replenishing its image as a luxury intimates brand. The strategy elaborate focused around three areas: ad campaigns, redesigned stores and a renewed focus on design with bespoke customer services
The S/S 2014 advertising aims to reflect the different faces of femininity through the models: Cara Delevingne, Malgosia Bela and Liu Wen, who have very distinct styles each. The campaign will be featured in magazines starting January.
As for the new store design, it will be released next year and will be adopted by 10 and 15 of La Perla’s existing 150 stores worldwide in key markets such as: New York, Paris, London, Hong Kong and Milan, and will also feature in new stores, mainly in China.