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FEB 21

Italy's Hot New Couturier Has An Unfamiliar Ring†

Wall Street Journal, February 21, 2008 — In a recent advertising spread in Italian Vogue, a model poses while the contents of her handbag — including several cellphones — spill into the street. A caption explains that she is wearing "tutto Derercuny."

Not quite "all Derercuny." There is Samsung in there, too. Unbeknownst to many followers of high fashion, Derercuny, a three-year-old Italian label that is garnering attention during this week's Milan fashion shows, is part of South Korea's sprawling Samsung Group. Best known for Samsung Electronics Co., the world's largest seller of televisions and second-largest seller of cellphones, the group also includes Cheil Industries Co., a huge textile and chemicals concern that owns Derercuny directly.

Categories: Brand Strategy, Marketing Strategy
Tags: Chiel, Samsung, Brand Architecture & Portfolio, Luxury

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