Italian womenswear denim brand Kocca has begun celebrating its 15th anniversary with a series of recent initiatives. In January, parallel to Pitti Uomo at the Florence Uoll-Loft location, the brand presented a fashion show focusing on the highlights of the F/W 2012/2013 collection.

Furthermore, the brand has just revealed a newly restyled logo with the aim of reaching a wider audience - not only teenagers, but also fashion-oriented women interested in high price-quality ratio products (an average pair of Kocca jeans goes for €30 wholesale and €80-90 at retail). They also presented the second edition of Kocca TV, available as an iPhone app, online and through the Sky Italian channel.

Kocca will start offering a series of shop-in-shops, which the company calls “soft corners,” with the goal of building customer loyalty. Placed in retailers free of cost, they will have a strong impact identity and will measure about 3-4 sqm each. The company wants to open about 100 soft corners in Italy, which already houses a total of 900 multi-brand stores. Out of their 1,800 stores that sell Kocca worldwide, the brand also plans to open additional soft corners as a second phase of the operation.

Kocca offers an approximately 500-piece collection (30% of which is made up of denim items) and a complete range of accessories. The company ended 2011 with a €35 million turnover, registering an increase of 35% compared with 2010.

“We are very happy about the results we have achieved due to shifting our attention primarily to the Kocca brand instead of our less core brands, such as our men's line," commented owner Andrea Miranda.

Presently, the company gets 30% of its revenues abroad and expects to reach about 50% in 2012. “Belgium is our number one foreign market, followed by the Netherlands, with France and Spain registering a significant growth. Russia and Eastern Europe represent our next goals," Miranda continued.