From Bogart to millennials: Italian hat maker tries new look

Feb 20, 2019 225

BY: Colleen Barry

Hats off, Bogie. The traditional Italian hat maker Borsalino, whose fedora has defined the rough-and-tumble images of Robert Redford, Frank Sinatra and Humphrey Bogart, has a plan to appeal more to women and millennials by pushing into high-end fashion, streetwear and even sportswear.

The recent troubles of the company, which has been rescued financially by a private equity fund, underline the difficulties facing Italian companies — not only fashion brands — seeking scale to stay competitive and grow in the age of globalization. Entering new markets, targeting new demographics and expanding retail presence all require cash. And even the best-laid business plan can be complicated by a company’s bad baggage, and Borsalino came with plenty of that.

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SOURCE: https://www.apnews.com

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