The heritage of Love Moschino goes back as far as 32 years! Love Moschino, the diffusion line of Moschino Couture was launched in 1986. It offers a range of quirky and playful clothes and accessories. What sets it apart is that its products look excellent in fashion editorials as well as in reality which make them very coveted. In India, the brand has been launched by Samar Lifestyle Pvt Ltd. Its COO, Mouli Venkataraman, informed S&A, “The target audience is wide spread in terms of topography. An upwardly mobile woman, fashion conscious and wants to look good and young fits the bill. However, core target would be 22-32 years, independent woman, well-travelled, bold and wants to make a fashion statement.”
Heritage of Love Moschino
The heritage of the brand goes back as far as 32 years! Love Moschino, the diffusion line of Moschino Couture was launched in 1986 and was initially known as Moschino Jeans. However, in 2008, the name was changed to Love Moschino. The first retail format of the store was launched in 2014 in Milan.
Launching Love Moschino in Mumbai
India as a market is very receptive to accessories and footwear categories. However, there have been a dearth of brands which are positioned to bridge the luxury space in the country. There are either high street offerings or there are high fashion. There were only a handful of brands in the middle price bracket. All these brands offer a mature product in terms of design and style quotient to a seemingly large and ever growing youth population in India. We saw this as an opportunity as Love Moschino offers very fresh and young designs which offers quirkiness coupled with functionality without putting you in a box. With the luxury bag and apparel market growing in the country, it seemed like the right thing to do.
Product portfolio & uniqueness
Love Moschino offers a range of quirky and playful clothes and accessories. We also offer classic shapes and silhouettes, and retail some of the trendiest merchandise in India. Quilted waist bags with the iconic LOVE MOSCHINO logo on them, chic bucket bags, camo print backpacks. What sets us apart is that our products look excellent in fashion editorials as well as in reality which make them very coveted. The brand also offers a message of love and peace to the community through their line of iconic Moschino prints.
Retail and product strategy
We have recently opened our first store in Mumbai in Palladium mall. We expect to be present in Delhi-NCR soon.
Target audience
The target audience is wide spread in terms of topography. An upwardly mobile woman, fashion conscious and wants to look good and young fits the bill. However, our core target would be 22-32 years, independent woman, well-travelled, bold and wants to make a fashion statement. With accessible price points, the spread is wide across all major metros.
Trend Love Moschino can bring about
The premium segment is indeed a small market. But brands like LOVE MOSCHINO which are “bridge to luxury” have a huge scope because they offer luxury and fashion at more accessible price points, thus bridging the gap between high street fashion and luxury brands
In 5 years 
We are very excited about the brand as the offering is young and fresh with accessible price points. Thus, scalability is not a challenge to that extent as is with luxury brands. We would surely like to take the brands to all the key luxury retail destinations in metros, depending on the quality of upcoming malls that could give the perfect shopping experience and correct brand fitment for bridge to luxury portfolio.
