Womenswear label Jonathan Cukierman targets the US and China
today Sep 17, 2015
Jonathan Cukierman is a young label with only two seasons under its belt. But the man at the helm, Jonathan Cytron - his real name - isn't a novice. He's also the head of family company Johntex, specialised in leather. He launched his own label with the Spring-Summer 2015 season, its name a nod to his paternal grandmother. His philosophy: a highly feminine leather and fur collection, conceived as a ready-to-wear collection.
"Once you've experienced leather it's hard to work with another material, leather is alive," Jonathan Cytron summed up.
Every season, Jonathan Cukierman features about fifty items including leggings, coats, jackets, t-shirts, shorts and also skirts. The accent is on the materials, such as dipped lambskin and washable stretch leather. They come from Italy and France, while the tailoring is done in Turkey.
The label has now won over some seventy retailers, 45 of which in France, 15 in Switzerland and 10 in Germany. But the strategy also looks out towards large export markets, with the USA and China in the crosshairs. This week the brand will exhibit for the first time at the Tranoï New York show, and next October at Chic in Shanghai. "Step one in our strategy is the export market, followed by the setting up in about two weeks of an e-commerce site in English and French," the designer has recapped.
Retail prices range from €600 to €700 for a t-shirt, €1,200 for a jacket and between €2,200 and €2,500 for shearling items. Jonathan Cukierman expects to attract two types of retail customers: those who stock the top lines of brands such as Saint Laurent, Céline or Balenciaga, and more creative ones which feature Isabel Marant, Vanessa Bruno, Golden Goose, Dries van Noten or Rick Owens.
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