CEO Tanya Golesic on building Mackage into a lifestyle brand

CEO Tanya Golesic on building Mackage into a lifestyle brand

If any sector in fashion has enjoyed an immense boom this past decade it is outerwear, from the ginormous success of MonclerMackage

Mackage CEO Tanya Golesic – DR

Founded by Eran Elfassy in 1999, Mackage has been busy on multiple fronts of late. This month it released its latest campaign, a pathbreaking vision starring model and eco-activist land protector Quannah Chasinghorse, a Native American born on Navajo Nation territory in Arizona.
Shot by the hyper talented Tyler Mitchell, the Brooklyn based photographer who has done projects for Loewe

The Quannah Chasinghorse S/S 2022 campaign underlines how Mackage is definitely not chasing the pack but setting the agenda in outerwear and imagery. And also in ecology, as Mackage is about to achieve B Corp Certification, confirming it has verified standards in terms of employee benefits, supply chain practices and input materials.
Some three years ago, it also had an update courtesy of design master Fabien Baronmaquillage, by Elfassy’s niece.
Last summer, Mackage hired Tanya Golesic as CEO. She joined the brand with an impressive resume; one that includes stints at Ralph LaurenMarc JacobsJimmy Choo

Model Quannah Chasinghorse for the FW21 Mackage campaign – Photo: Mackage – DR

Fashion Network: What attracted you to work with Quannah Chasinghorse in your SS22 Campaign? 
Tanya Golesic: WellGucciChanel
When I first started here in July 2021, I sat down with our founder Eran Elfassy to explore some of the fabrics and learn how much sustainability there already was in our collections. The only thing is we hadn’t been telling that story. We never talked about it. In fact, many fashion brands are striving to achieve what we had already achieved. To be concrete, we hope very shortly to be B Corp Certified. Very
FNW: And why did you want to work with Tyler Mitchell?
TG: We thought Tyler would be a great partner in shooting Quannah as we were most interested in his portraiture, and not so much his fashion. It has a quiet strength and beautiful stability that felt right for these times. The collection actually featured on Quannah is 100% recycled and responsibly certified down. This is the first in series of our protector campaigns and will probably continue into next year.
FNW: Define the DNA of Mackage?
TG: I would say it’s really about aesthetics that protect. Our product is beautiful but also protective and these two attributes are super important. High performance that does not compromise on style, and craftsmanship.
FNW: Who are your competitors?
TG: I would love to say we look at Moncler as our competitor. But yes and no, as they are in their own stratosphere. But Moncler is aesthetically pleasing and also has a sense of protection, like Mackage. The others I think of are more about just performance.

Photo: Mackage – DR

FNW: What did you learn at Ralph Lauren, Jimmy Choo, Canada Goose and Marc Jacobs that you hope to apply at Mackage since moving over last summer?
TG: What I understood from Jimmy Choo, Marc Jacobs and early in my career at Ralph Lauren was the disciple needed to build a brand. Each had a specific brand DNA that they stayed true to. So, I saw an opportunity at Mackage, where what was really missing was storytelling, which needed reinforcing, especially in digital. That was vital. Jimmy Choo was about footwear and bags; Ralph Lauren was a complete lifestyle, and so was Marc Jacobs.  Now, since Mackage also plays in skiwear and even footwear. We believe it will be able to create a lifestyle brand.
FNW: What is your next step in retail?
TG: We have a flagship opening at 418 Rue Saint-Honoré in September. We have really robust wholesale distribution in Europe; a store in London; and we show up at specialty stores and places like SelfridgesParis Fashion Week


FNW: How many stores do you have?
TG:  We will own and operate 20 by the end of 2022 including Paris. We have around 700 points of sale and are well distributed in China and Japan. We just brought our Korea business in house. And we hope to open next in Milan and Beverly Hills.

FNW: Annual sales?
TG: As we are a private company, we don’t release annual turnover. I really wish I could tell you, but I cannot.
FNW: Well, how large is your retail footprint financially?
TG: Again, I wish I could say. What I can tell you is that we are sold in over 40 countries. And that our e-commerce platform has grown substantially during Covid. Accounting today for somewhere about the high 20s to low 30s percentage of sales.
FNW: Who owns Mackage, and what is the exit strategy?
TG: Our founder Eran Elfassy and private equity have a pretty even split. And, yes, we are considering different opportunities like an IPO. Or whether LVMHKering

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