Motivi

Motivi is an Italian women's fashion brand launched in 1993 by the Miroglio Group of Alba, Piedmont. It is part of Miroglio Fashion and not of Calzedonia Group, as some listings suggest.

What is Motivi?

Motivi is an Italian womenswear brand that Wikipedia says was launched in 1993 by the Miroglio Group. The official website presents it as clothing for the whole day, covering work, weekend and evening occasions, with an Italian fashion focus. Careers links on the site lead to Miroglio, and the Miroglio Group website lists nine clothing brands under Miroglio Fashion.

Ownership

The Miroglio Group was founded in 1947 in Alba, Piedmont, by Giuseppe Miroglio, and its holding company Miroglio S.p.A. is a single-shareholder company based in Alba. Some listings place Motivi under Calzedonia Group, but the sources reviewed point to Miroglio. In March 2024 Miroglio acquired the Milan-based brand Trussardi, which it operates as an independent brand.

Products and positioning

The brand offers women's clothing designed to accompany a range of occasions in the day. It sits in the accessible premium segment of Italian womenswear, in the price range of mid-market labels.

Business model and distribution

Motivi sells through single-brand stores and its own e-commerce site, and the website offers a store locator. Wikipedia reports 1,100 branded stores across the Miroglio group overall, of which 800 are in Italy and 300 in Turkey and the Middle East, but does not give a Motivi-specific count.

Why it matters

Motivi is one of the larger Italian mid-priced womenswear chains and the group's example of a retail-led brand strategy, in contrast with the Miroglio Group's textile and printing activities.

Frequently asked questions

Who owns Motivi?

Motivi is part of the Miroglio Group, based in Alba, Piedmont, through its Miroglio Fashion business. It is not part of Calzedonia Group.

Where is Motivi from?

Motivi is an Italian brand launched in 1993 by the Miroglio Group, which was founded in Alba in 1947.

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