MCM Worldwide

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MCM Worldwide
IndustryFashion
Founded1976; 48 years ago (1976)
Munich, Germany
FounderMichael Cromer
HeadquartersMunich, Germany
Key people
Kim Sung-joo (Chairwoman)
ParentSungjoo Group
Websitewww.mcmworldwide.com

MCM Worldwide is a luxury fashion brand originally founded in 1976 as the initialism of "Michael Cromer Munich". The brand’s signature logo-printed material, called Cognac Visetos, appears on many of its products. Its brass plate insignia is found on all heritage collection bags and most products; each brass plate is identified by a unique number at the bottom.[1] MCM sells its products through wholesale accounts, franchises and directly operated stores.

MCM was bought out by Sungjoo Group of Korea in 2005. the brand makes roughly 70% of its sales in Asia, and roughly 30% in Europe, the Middle East, and the Americas.[2][2]

History

The MCM label, originally stood popular during the 1980s for being "ostentatious and flashy".[3] At the height of its popularity in 1993, it owned 250 branches worldwide and recorded sales of $250 million.[3] Following a 1995 investigation of Cromer for alleged tax evasion by German tax authorities, banks and investors lost faith in MCM's financial stability.[4] In 1997, the company was restructured, and its stores and trademark rights were split and sold.[4]

In 2005, the worldwide rights to the MCM brand were acquired from a Swiss financier by Sungjoo Group, a South Korean retail business founded by Sung-Joo Kim, the youngest daughter of South Korean magnate Kim Soo-Keon.[2] At the time, MCM's global sales stood at $100 million.[5]

Michael Michalsky, 2006–2018

Kim hired designer Michael Michalsky[6] and re-launched the brand in 2006 with a new store in Berlin.[7] MCM thereafter reopened stores in New York, Toronto, Paris, London, Singapore, Tokyo, and China among others. In 2011, MCM debuted its largest store in Hong Kong’s Entertainment Building.[8]

On the occasion of the brand's 40th anniversary in 2016, MCM commissioned Tobias Rehberger with a limited-edition capsule collection.[9]

MCM established a Milan design studio in 2017. By 2018, the brand presented its first full-fledged ready-to-wear collection at Pitti Uomo.[10]

Dirk Schönberger, 2018–2023

In 2018, Dirk Schönberger joined MCM from Adidas, initially as global creative officer; he was promoted to global brand officer in 2022. During his time at the brand, he built a design studio in Berlin to complement its creative centers in Seoul and Milan.[11] In 2023, he left the company.[12]

Other activities

MCM has had exclusive license agreements with Marchon Eyewear (2015–2023)[13] and Marcolin (since 2023)[14] for the design, production and worldwide distribution of the brand’s eyewear.

In 2019, MCM signed a 10-year licensing agreement with Inter Parfums; the first fragrance, called MCM Eau de Parfum, was launched in 2021.[15]

Campaigns

For its advertising campaigns, MCM has been working with renowned photographers including Herb Ritts (1996), Daniel Sannwald (2015),[16] Juergen Teller (2023),[17] Craig McDean (2024)[18] and Collier Schorr (2024).[19] Campaigns have featured Cindy Crawford (1996, 2023), Billie Eilish (2019),[20] Iann Dior (2022),[21] Lindsay Lohan (2023),[22] Cara Delevingne (2024)[23] and Matt Dillon (2024).[24]

  • MCM Store in Berlin
    MCM Store in Berlin
  • MCM Store in Las Vegas
    MCM Store in Las Vegas
  • MCM Heritage Cognac Visitors Travel Collection
    MCM Heritage Cognac Visitors Travel Collection
  • MCM Stark Backpack in Cognac Visetos
    MCM Stark Backpack in Cognac Visetos

References

  1. ^ mcmworldwide.com Brand identity
  2. ^ a b c businessoffashion.com MCM Aims For $2 Billion Sales in Five Years APRIL 22, 2016
  3. ^ a b Ramirez, Elva (March 12, 2010). "MCM's Eastern Makeover". Wall Street Journal. Retrieved 27 July 2014.
  4. ^ a b Elendt, Von Gerd; Jochen Siemens (July 20, 2007). "Der Fall des Michael Cromer" (in German). Stern. Retrieved 27 July 2014.
  5. ^ Hannah Marriott (19 August 2014), The world in a bag: the rise of MCM The Guardian.
  6. ^ Hannah Marriott (19 August 2014), The world in a bag: the rise of MCM The Guardian.
  7. ^ Moodie Report, MCM reaches for the stars on global stage 10/11/06
  8. ^ Moodie Report, MCM inaugurates Hong Kong flagship in the glittering ceremony
  9. ^ Paulina Szmydke (9 March 2016), MCM Teams With Tobias Rehberger Women's Wear Daily
  10. ^ Misty White Sidell (12 June 2018), MCM’s Pitti Uomo Leap Women's Wear Daily
  11. ^ Joelle Diderich (10 October 2018), Exclusive: MCM Taps Dirk Schönberger as Global Creative Officer Women's Wear Daily
  12. ^ Miles Socha (10 February 2023), Designer Dirk Schönberger Has Exited MCM Women's Wear Daily
  13. ^ Lauren McCarthy (23 February 2015), Marchon, MCM Ink Eyewear Deal Women's Wear Daily
  14. ^ Andrea Onate (11 September 2023), Marcolin, MCM Announce New Eyewear Partnership Women's Wear Daily
  15. ^ James Manso (18 March 2021), Exclusive: MCM Debuts First Fragrance With Inter Parfums Women's Wear Daily
  16. ^ Paulina Szmydke (9 July 2015), MCM Goes Futurist for Fall Ads Women's Wear Daily
  17. ^ Miles Socha (21 August 2023), Exclusive: Cindy Crawford Is the New Face of MCM Women's Wear Daily
  18. ^ Lily Templeton (18 January 2024), Exclusive: MCM Taps Cara Delevingne, South Korea’s Xu Meen for Spring Campaign Women's Wear Daily
  19. ^ Miles Socha (18 July 2024), Exclusive: Matt Dillon Broods in MCM’s Fall Campaign Women's Wear Daily
  20. ^ Fleur Burlet (17 July 2019), Exlusive: Billie Eilish Fronts MCM Campaign Women's Wear Daily
  21. ^ Conchita Widjojo (20 January 2022), Taps Iann Dior for Latest Spring 2022 Campaign Women's Wear Daily
  22. ^ Kristopher Fraser (21 July 2023), Lindsay Lohan Stars in MCM x Crocs Collaboration Campaign Women's Wear Daily
  23. ^ Danielle Directo-Meston (19 January 2024), [Cara Delevingne, South Korean Model Xu Meen Make a Case for Digital Nomad Style in MCM’s New Campaign] The Hollywood Reporter.
  24. ^ Miles Socha (18 July 2024), Exclusive: Matt Dillon Broods in MCM’s Fall Campaign Women's Wear Daily
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