Fashion Magazine: Jacob Cohën Kids
Editorial
Edition 92
01.03.2021
With quality, style, and Made in Italy projected into the future
Increasingly central in the strategies of Jacob Cohën Kids, quality, style, and image have allowed the brand to face the months of the pandemic with its head held high. “We are satisfied for the appreciation demonstrated by clientele, even in a difficult context” - explains Jennifer Tommasi Bardelle, President and Creative Director of Jacob Cohën Company. “In 2021, the challenge is to intercept an increasingly large part of the demand for quality fashion apparel, also among our youngest consumers”. “Convincing a child, because it is the only way you can also motivate a parent to purchase an item – she underlines – is quite a different kind of challenge from those characterizing the market of adults”.  

On show on the Pitti Connect platform, in the Pitti Bimbo area, the winter 2021/2022 collection is inspired by metropolitan sportswear, with a focus on denim, technical fabrics like neoprene and contrasting elastic bands, recounts the President and Creative Director. This year will once again confirm the central role of the label’s characteristic Windbreaker, an iconic item much appreciated in Northern European markets. Just like in the men’s and women’s line, also in the junior line, denim is cutting-edge, strictly Made in Italy (like the rest of the collection), and even developed in a unique fleece version. 
Proposals developed by the kidswear team are in harmony with the guidelines of the adult collections, thanks to the joint efforts of an across-the-board team, coordinated by Jennifer Tommasi Bardelle. Aimed at a public of little consumers aged 4 to 14 years, the collection is produced in-house, while also consulting with the brand’s new partner Sinv, focused on men and women, as to any potentially beneficial productive efficiencies.

Among the challenges of the brand is sustainability, “much more important for children, because it is the key to their future well-being”, underlines Luca Roda, CEO of Jacob Cohën Company.  
With an established presence in Germany, Belgium, Russia and Northern Europe and with its radar pointed towards China and Japan, today, the collection is distributed by an authorized network of boutiques and the brand’s own flagship stores. Plans for expansion are being made in these stores, with the aim of creating experience areas for the entire family. In the meantime, work is being done on the online channel: “We strongly believe in it. But we would like to arrive there in the right way, with a quality service and a setting that is genuinely Jacob Cohën” – explains Roda -. “The omnichannel is certainly the pathway we are following and which we are betting on”.  
Mouthpiece for the brand, during a moment in which physical fairs have been cancelled, is the Pitti Connect platform: “«Online has transformed also the sector of specialized events. Fashion is maybe the last one to have accepted these changes, which in large-scale distribution were already adopted by various trade fair bodies. It is unavoidable that it’s this way. Technological progress will make these kind of events increasingly virtual, but not any less important”, concludes Roda. 

c.me.