MCM, the Munich-based brand that created a huge boom in Japan in the 1980s, is making a comeback this spring.
On August 21st of last year, MCM Fashion Group Japan was established. Yukari Kagami, who previously served as president of Lanvin Japan and is now president of Dormeuil Japon, is now in charge of the brand, and preparations are underway for the brand's relaunch. Starting with the opening of its Ginza flagship store on April 25th, the brand will expand its sales channels nationwide. We spoke with Paolo Fontanelli, CEO of MCM Products AG, and Kagami, who visited Japan to unveil the new collection, about their outlook for the future.
■Paolo Fontanelli
--What do you think is the appeal of MCM?
MCM was founded in Munich, Germany, in 1976. At the time, Munich played a pioneering role in art, music, and film. MCM was founded, inspired by this historical backdrop. Its most important value is agelessness and genderlessness. The backpack is a prime example of this DNA. What is Fontanelli's strategy? I want to highlight the brand's roots. We will also expand the range of our collections, centered around the Heritage line, which is MCM's signature. One example is a luxury line aimed at mature consumers. The collection, made with high-quality leather, is produced in a factory in Florence. What is your current business strategy? We currently operate 41 stores in 32 countries, 29 of which are directly operated. Since being acquired by a Korean company in 2005, Korea has been our largest market. Following Europe and the United States, China is experiencing rapid growth. We opened 35 stores in China by the end of last year, and plan to expand to 50 stores by the end of this year. Business performance in the United States is growing steadily, thanks in part to the economic recovery. We'll be opening our first New York flagship store in September, and we're also planning to open stores in Las Vegas and Beverly Hills. We have ambitious goals for the brand's 40th anniversary in 2016, though we can't reveal the details yet.

--What is the significance of entering Japan within your global strategy?

My role is to grow MCM into an international brand. Re-entering Japan is crucial to that end. Having consumers already familiar with the brand is a major asset. We will offer consumers an attractive lineup, including our heritage line and our luxury line.

--Why did you select Kagami as the representative of MCM Fashion Group Japan?

Kagami's impressive experience in the fashion industry and her intimate knowledge of the Japanese market make her an indispensable asset for our re-entry. Having her on board gives us great hope for our future expansion in Japan.

--Are you planning any collaborations in the future?

We collaborate with artists every season. For the 2014-2015 Autumn/Winter collection, the brand will collaborate with a notable artist from Germany, where the art scene is thriving.

Continued from the article on MCM Fashion Group Japan Representative Director Kagami Yukari.

Paolo Fontanelli was born in Italy in 1957. After researching astrophysics, he became a business assistant to Ferruccio Ferragamo, CEO of Salvatore Ferragamo, in 1995 and became the company's CFO in 1998. In 1999, he participated in the management program at Harvard Business School. In 2000, he became CFO of Giorgio Armani S.P.A. In 2003, he became CFO of Giorgio Armani Hong Kong and China, opening 35 stores in China. In 2007, he became the first CEO outside the Armani family at Furla. In 2013, he became CEO of MCM Products AG (Zurich).