Loro Piana Set to increase their brand profile in the near future - no more Sales and standard single ply cashmere discontinued.

As any-one familiar with our Blog Knows, Loro Piana is our absolute favourite brand for luxury smart casual wear, its product's are second to none, and the quality outstanding, along with the genuine innovations, some of which we have been happy to either report on or announce, such as the Lotus Flower Fabric, Cashmere Lightest and Storm System Innovations.

Coming from some 200 years of pedigree in the Fabric Making business, it was only in 1992 when they produced the Horsey jacket for the Italian Equestrian team at the Barcelona Olympics that they were noticed, this was followed by so many requests for the garment the brand opened a store in Milan in 1999, since then the brand has gone from strength to strength, producing some of the most elegant and simple yet classic, Smart casual wear available anywhere, combined as mentioned with their innovations, and their exclusive right to farm the highest quality baby cashmere and Vicuna, they have successfully claimed a spot at the absolute pinnacle, the very top tier, of Luxury brands.

As if this were not enough, according to several Insider sources, Loro Piana is set to continue it's upward trend both in terms of quality and pricing.  The first new initiative will be after this Spring/Summer 2011 seasons sale's have concluded, it will no longer be possible to purchase Loro Piana items in Sale's from their stores, that is to say they won't do sale's any more.  Following the amount of high value clientele who would prefer their garment's to remain exclusive and high priced, the only place to purchase Loro Piana at a discount will be in Outlet store's such as Oxford's Bicester Village.

As if this were not enough, the quality of their products is also set to increase exponentially, for example, the standard Single ply cashmere V-Neck will no longer be available in new seasonal colourways, and is set to be dropped completely in the future, that's right, Loro Piana's classic Scollo V in Single ply cashmere will be gently phased out.  Why you ask?  Simple, they want their Sweater range to Start from the baby cashmere quality level, standard cashmere will be available only for items such as the roadster pull, or the ocasional seasonal item, otherwise, it will be gone in the next 5 years.

A bitter pill to swallow for many lovers of Loro Piana's already shockingly expensive clobber, at the present time a standard Scollo V in Cashmere is £540, the Baby Cashmere Single ply starts at £830, from Loro Piana's perspective this put's their pricing head and shoulders above say Hermes, the benchmark for high priced Luxury Goods, whose sweaters start at £640 in cashmere, sadly however, for a great many consumers, it will mean Loro Piana is out of their Price range completely.

We will continue to report on any new's on this or any other new trend in Luxury good's and any new development's in Loro Piana's Market strategy will hopefully be found here first.