Massimo Rebecchi conveys its philosophy through the franchising format.
The Massimo Rebecchi retail concept answers the precise awareness that the product is the main protagonist and the artifice of this brand’s success. The choice to use only metal for the display systems not only incarnates and idea of durability and solidity, but also enables the fabrics of the collections to be presented with a neutral material acting as a chromatic support.
This is the result of a long-term planning. The initial formats foretold an advent and expressed a specific intention: Massimo Rebecchi spoke of itself through the evocation of a style.
The lakes and mirrors conveyed the mission, re-creating the subtle and cultured atmospheres that best represented the product.
But there have been constant evolutions since 1989, the year the retail project was first established. Massimo Rebecchi has affirmed a style that is positioned somewhere between tradition and modernity, for which the tailored detail is a merit and a distinctive element.
The brand progressively moved away from rigidity and the more geometrical display constructions that were once used, affirming a concept of freedom that effectively draws the attention of the public onto the product.
The flexibility of the system guarantees its adaptability to all types of contexts, beginning from two-dimensional categories, referring to the size of the stores.
Light itself becomes an essential element for completing the communication aim, it is measured according to intensity, collocation and colour shade are such that they convey the sensation of an exclusive atmosphere.
But above all else, the communication aim is now entrusted to the metal. The product is offered on metal because now is the time to talk about tomorrow, using a primitive material that never lost the power to evoke the future.
All the rest is Massimo Rebecchi.
The Massimo Rebecchi women’s collection tells the story of a “Bon Ton” philosophy.
The main element that allowed the brand to emerge into the world of fashion over the years is the perfect blend between seasonal trends and the attention in the product to the tiniest details: tailored details, the choice of valuable materials such as flowing silks, laces, exclusive patterns sought-after details, which are implemented into the garments in line with the tailor-made tradition.
A total look criteria paints the portrait of a sophisticated yet explosive woman with eclectic taste, capable of blending styles representing much more than individual garments, and that become real tools of communication as well as an artistic expression of our era.
The main objective of the brand is to reveal the culture of “fashion”, to breathe life into an Italian fashion market that is constantly becoming more incisive and competitive, without neglecting the creative philosophy, which is an extremely important element and a strong point of the Massimo Rebecchi collections.
The Massimo Rebecchi brand has been interpreting collections using the tailor-made tradition of Made in Italy as its starting point. This tradition elevates what was once a formal, sought-after taste, ranging from classic suit for special occasions, formal wide stripe jackets with “handmade” stitches and light wools in various weaves and excellent cottons, to impeccable elegance, with which consumers who have always belonged to a large market segment can identify.
Nevertheless, style codes vary over the time, to the extent of establishing a compromise with those seeking a keener awareness of sportswear, for a more extensive and dynamic target featuring washed wools, garments with a “utility wear” concept and treated knitwear with a “used” look.