Cinque
"We want to be a credible brand."
To this day, Cinque stands for Italian-inspired tailoring. Denis Kulms, Claudia Kessler, and Jörg Krause explain how to remain relevant as a brand in this interview.
Text: Nicoletta Schaper. Photos: Cinque
Many players in Cinque's field no longer exist. How do you remain relevant even after 42 years?
Denis Kulms, Managing Director of Cinque: We have always maintained our identity and continued to develop as a total look brand for men and women. Cinque has never been just ready-to-wear clothing, but something more innovative: knitwear instead of classic shirts, wider trousers, more relaxed looks and styling.
Jörg Krause, Head of Menswear: Customers are looking for a new interpretation of business wear, whether it's overshirts, blousons, or knitwear. We translate classic ready-to-wear clothing with our DNA in a more casual, versatile way. That's where our strength lies—in silhouettes that can be worn by a broad target group.
And in womenswear?
Claudia Kessler, Head of Womenswear: In recent years, we have clearly positioned Cinque Women in the modern premium segment. We have used our expertise to further perfect the workmanship and fit, with a strong modern influence in the styles. With our clear profile as a bridge between premium and upper mainstream, we are in tune with the spirit of the times and are an important key player for the retail sector.
Today, a brand must be approachable. Even Cinque?
Denis Kulms: Absolutely! People are tired of heavily filtered images. We want to be credible. The next summer campaign will no longer be so idealized, but more authentic. It plays with the Italian lifestyle and our occasionally self-deprecating imagery.
Claudia Kessler: We continue this in retail, for example with pop-up spaces such as the Bar Italiana in the summer, with its southern Italian flair and matching capsule collection with attractive pricing. This is how we create a world that evokes emotions.
Denis Kulms: We are currently growing in Eastern Europe, for example in Poland and the Baltic states, and want to expand in the Netherlands. In the D-A-CH market, we are seeking to join forces with our trading partners in order to increase productivity together. We are succeeding in this as a brand with identity and as a reliable partner.
