The luxury-brand industry is hegemonically centralized for many reasons. First because it is dominated at the top by conglomerate institutions, namely LVMH and Richemont which institute the same type of frameworks (winning pathways) that they know work, such as marquee store positioning and media buying distributions. Outside of these institutions, you rarely see a brand become a market leader in the tightly controlled luxury space. Which is what makes linen industry disruptor 100% Capri so intriguing.
Established by Italian designer Antonino Aiello, 100% Capri has totally shunned the conventional course of a standard luxury brand, but has nevertheless made it to the pinnacle of the industry. 100% Capri has been able to oppose conventional orthodoxy and still succeed by claiming market share dominance in luxury seaside markets from Capri to Mykonos, dressing a rarefied and discerning consumer base that was oftentimes instantly lovestruck by the brand.
Once he saw the enormous implications that a continental takeover could have, Aiello wasted little time in setting up mainland stores such as his headquarters of 100% Capri Bal Harbor in Miami. It’s success further emboldened Aiello to aggressively expand the brand into untapped luxury markets such as Dubai and Asia.
Being independently owned and harness such a promising potential, 100% Capri has became a darling the in the fashion investment world with numerous groups chasing its acqusitiion.