“The perception of luxury in Romania is somewhat erroneous. This also explains the optimistic estimates on the value of the luxury brand market in Romania,” added Hermann.
The Romanian luxury textile market will grow annually by 5-10 percent, according to the designer, who estimates that the fashion segment makes up some 20-25 percent of the total value of the textile market. Romania does not have its own luxury brands, and international brands come onto the market through franchises, said Hermann, who believes that Romania is not yet prepared for a luxury market, but rather a premium brand market.
Hermann creates unique outfits, worth €1,000-2,000 each, depending on materials used, and small runs of clothing distributed through the DADA stores. At present, 80 percent of the production of the Satu Mare factory, which employs 150, is focused on lohn.
The Romanian designer believes that the Romanian luxury shopper is more attentive and demanding in terms of quality than five years ago.
