•Milan is increasingly focusing on lifestyle as a key factor in the development of the branch which includes the licensing, retail, merchandising and e-commerce areas, led for five years by Valerio Rocchetti. By fusing the legacy of the Rossoneri brand with the search for a broader, younger and international audience, various commercial initiatives were launched which made it possible to collect around 30 million last season, compared to the 6 million generated by the same business unit in 2018. One considerable growth marked by the increasingly decisive conjunction of sport with fashion and culture – in the wake of the “traditions” of the city of Milan -, as well as by a process of internalization of the most important pieces of the value chain, from product development to management of sales channels (online shops and physical stores). The objective now is to triple revenues in the next five years, reaching 90 million euros to make the most of a global brand that has 550 million fans (as detected by Nielsen) and 60 million followers on social platforms.
The economic results
AC Milan’s online store, managed by third parties, historically recorded revenues of two million per year. A level of receipts equaled already in the first month of internal management of the business. At the end of last season the Rossoneri online store obtained net revenues of 14 million. Similarly, the two physical stores in Milan had earnings of around 4 million in the 2017/18 season, while last season the 5 stores (to which a sixth will soon be added, while especially abroad the opportunities linked to the creation of of a franchising chain) have generated more than 16 million in net proceeds. In the current season the results are encouraging and further double-digit growth is expected, exceeding the budget expectations that the club had set for itself. This is thanks to the excellent performances of the new openings such as that of Malpensa and Casa Milan, which this month will reach the entire budget for the year. The positive trend is also reflected on the online business front driven by the launches of products such as the Fourth kit with Puma and PLEASURES or the new capsule with Rafa Leao.
He “brands” Rafa Leao
April 16th is the launch date of the new exclusive ACM x RL10 capsule collection, developed in collaboration with Rafael Leao. The Portuguese striker with the new number 10 shirt has become an icon of international football and the first among the Rossoneri for customizations. “Everyday is a new wave, everyday is a day of surfing” is the claim that characterizes the streetwear style collection which is inspired by the world of surfing which Leao often refers to when celebrating a goal and on his social channels, such as written “We go” and the surfer emoji.
Between football and fashion
Under the guidance of Retail, Licensing and Ecommerce Director, Rocchetti, Milan launched a project in 2022 with the French fashion brand KOCHÉ (an upcycled capsule collection made with football shirts not completely used and reworked in a limited edition). The streetwear collection was presented during Paris Fashion Week. At the end of 2022, a limited edition collection developed in collaboration with Theo Hernandez was promoted, which represented the first of various future collaborations that AC Milan is preparing with its players to develop personalized clothing lines. Over 20 thousand items sold out in a short time. Like the AC Milan x Koché 2022/23 Fourth Kit, a special capsule collection that integrates a game-ready pixelated interpretation of AC Milan’s iconic red and black stripes. At the same time, the link with New Era was established, with a collection of caps that celebrates the history of the Rossoneri. And once more in the 2023/24 season the Ac Milan x PLEASURES Fourth kit was launched, created with Puma and the Los Angeles streetwear brand PLEASURES. A kit launch that surpassed any sales record, helping the Rossoneri club to reach a notable audience: around 60% of buyers were in the 20-29 age group, 87% of the audience involved on TikTok the week of launch was less than 35 years old, while 55% of purchases were made abroad, with California being the second market for absorption behind Lombardy.
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2024-04-16 16:02:56
