Thomas Schaefer, Mariella Burani Fashion Group
Renï¿½ Lezard is a medium-sized German fashion group making clothes for men and women. Neither high fashion nor cheap mass-market, Renï¿½ Lezard makes quality outfits and separates for High Street shops throughout Germany in what's known as the "gold" rangeï¿½a bit less than designer but above bridge collections. Renï¿½ Lezard is a top German fashion brand and company, making quality, everyday clothes for practical lives.
It is an exclusive fashion brand for women and men in the high-class market segment. It stands for individuality, unique design and uncompromising quality in materials and workmanship.
The Renï¿½ Lezard life culture also includes accessories, shoes and handbags.
The company's range is comprehensiveï¿½for men, there are suits, jackets, vests, trousers, coats, sport jackets, shirts, neckties, belts, knitwear, t-shirts, polo neck sweaters, leathers, and most recently footwear. These are split into three lines: Classic, the basic elements of the collection; Excess, the young, approachable, commercial range; and Sophisticated, the fashionwear and experimental items. Similarly for women the range covers suits, trousers, skirts, blazers, coats, leatherwear, knitwear, blousons, and belts. Denim House is a mass-market brand, with jeans, shirts, jackets, and waistcoats clearly aimed at the High Street and a young adult market that buys one or more items to build or expand an existing wardrobe. In addition to the above, Renï¿½ Lezard uses licensee products within the collection: Asoni shirts, Albisetti ties, Condor belts, Traveller leather accessories.
Renï¿½ Lezard's strength is in finding its niche both in Europe and the U.S.ï¿½adults in the middle-age range who are willing to pay for stylish, practical, quality clothing that delivers as promised. The strategy paid off with strong growth in New York's SoHo district, which was treated to the company's first American store in September 1997, and corporate leaders are now looking toward Florida or the West Coast for future boutiques. The women's apparel is especially strong in the U.S. and sold in many Saks and Bergdorf Goodman locations. Men's apparel is primarily found in independent specialty stores, although the company is working to expand in the market.
The collections are available in the Renï¿½ Lezard Shops and form high-class specialist fashion retailers at the international markets in Austria, Benelux, Canada, China, CIS, Eastern Europe, France, Greece, Ireland, Italy, Japan, Middle East, Scandinavia, South Korea, Switzerland, Taiwan, United Kingdom and USA.
They are showrooms in Amsterdam, Athens, Brussels, Copenhagen, London, Milan, New York, Salzburg, Taipei and Zurich.
The clothes have a very practical, Northern European look and feel: thick, warm, heavy-duty office, leisure, and outdoor wear, distinctively German or middle European. The accent is on tailoring, not cut; fabrics are expensive but not flashy. The look is smart-somber, like a Northern European city in the rain or snow.
Fabrics used by the company include soft fleeces and refined leathers, warm corduroys and smooth velvets, thick tweeds, heavy lambswool and cashmere. Colors include all the darker shades of brown, gray, green, and blue, some dark mustard, some burgundy, and more recently denim and bright colors were added to the mix. The occasional item or outfit shines out in mother-of-pearl or cream. Though the styles are very classical, Renï¿½ Lezard seems more influenced by English fashion than French. The overall composition is pure German, with homegrown lines and styles. Shoulders are soft; upper parts are unrestricted and loose. There are many buttons and buttonholes, turnups, dark linings, high collars. The overall look is soft and loose, dry and warm. The smart chic of the clothes comes through the choice of refined color and fine fabric.