Finnish design house Marimekko is sticking to its core aesthetic — oversized florals, splashy stripes and bold prints — as it approaches its 75th year in business. At the same time, the brand is trying some new tactics, especially in the digital world, to “scale up,” CEO Tiina Alahuhta-Kasko told Modern Retail.
Recently, for instance, Marimekko updated its website to a composable platform, which allows it to better onboard new markets and add more languages, Alahuhta-Kasko said. Meanwhile, at the end of 2024, Marimekko launched its first denim collection, Maridenim, to grow its ready-to-wear offerings. All the while, Marimekko is stepping up its use of artificial intelligence and relying more on experiential marketing like fashion shows and pop-ups to resonate with younger shoppers like Gen Z.
“We are a heritage brand with more than 70 years of history and a very strong, loyal fan base, which we’re very proud about,” Alahuhta-Kasko said in an interview. “At the same time, it is important for us to ensure the longevity of the brand and introduce our brand to the next generation of customers.”
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