Liu Jo – about the brand, success story

Liu Jo's creative philosophy reflects a vision of femininity that is not just an aesthetic development, but a deeper and more intimate exploration of each woman's unique instinctive power, personality, and beauty. The brand works enthusiastically to offer contemporary and inspiring creations characterized by a glamorous style and Italian boldness that encourages women to combine clothing items to express their individuality and dignity freely and seductively.

This is how Liu Jo's creative philosophy is shaped, becoming a manifesto for women's empowerment. It combines Italian style with the use of excellent materials and close attention to detail.

1995

The Liu Jo brand was founded by Marco and Vannis Marki. At first, Liu Jo's collections were sold in multi-brand stores, but then monobrand boutiques were opened in Italy and abroad.

2000-2006

Liu Jo's stylistic project is aimed at building a complete image of total look to emphasize femininity in all its manifestations. Lines of accessories and collections of children's clothing are being launched.

2008

The iconic Bottom Up jeans model was launched as part of a major marketing campaign. They launched a new denim line that continues to actively develop to this day, artfully combining fashion experiments and femininity. The brand's evolution towards creating a solid image is also enhanced by the launch of a shoe line.

2009-2010

The company's growth continues with the acquisition of underwear and beachwear licenses. The accessories line will make its TV debut with two exclusive campaigns dedicated entirely to the launch of the first bag. From here, a new marketing communication strategy begins, which over time takes brand development to a new level.

2011-2015

Liu Jo chooses Kate Moss as its new ambassador, which helps to make the brand's image even more glamorous and international. The brand is actively developing and becoming more successful and recognizable. A flagship store in Milan and an online store are opening. At the same time, the new Liu Jo Fragrances and Liu Jo Eyewear lines will debut, marking the beginning of new prestigious partnerships in the field of perfumes and eyewear.

2016-2020

Marketing communication is developing towards the brand narrative: large-scale campaigns are conducted in which directors, photographers and iconic names in international fashion convey the values of individuality and self-confidence. In 2020, a new narrative identity is being maximized through campaigns that celebrate the roots and DNA of the Liu Jo brand through contemporary fashion icons such as the Kendall Jenner ad. In the same years, Liu Jo also began working on the principles of sustainable development: the #BetterTogether manifesto was born, a concrete commitment and an invitation to change.

2021.

Liu Jo pays tribute to his Italian roots, achieved goals and promising prospects with a new message filled with joy and pride, which revolves around the letter J and the keywords Jo, Jeans, Joy. Spring Campaign/Summer 2021 highlights the centerpiece of #JFactor by highlighting jeans-the brand's iconic clothing - which has always epitomized Liu Jo's multi-faceted, dynamic and glamorous style. The story continues in the Fall/Winter 2021-22 #Viviamo campaign! which is a hymn to life and an invitation to rethink the beauty of every moment. At the same time, the commitment to sustainability is growing with the introduction of the new Better clothing line and the decision to make the accessories line more eco-friendly by introducing certified recycled materials and reducing resource consumption in the production process.

Business model

In the near future, Liu Jo plans to expand and strengthen its position in the international market. Challenge after challenge, Liu Jo's business model evolves towards a flexible and dynamic development strategy. Liu Jo is committed not only to digital innovation, but also to constant communication with customers and partners, which allows us to offer more and more complete collections of clothing, shoes and accessories in accordance with the latest trends.

#BetterTogether

Ethics and aesthetics are the two core values that inspire Liu Jo's style and vision, maintaining a constant alliance between product elegance and thought elegance. From this alliance was born #BetterTogether, a sustainable development manifesto that puts respect for the planet and social responsibility at the center of actions that are increasingly focused on the importance of human resources and the development of their region. This is the beginning of change, which starts with small steps. Individually, we can take the first step, but together we can make the world a better place.