The Luxury Luxury Mardi Gras Fashion Industry Has a Problem
Mardi gras fashion is one of the most highly-anticipated summer events in the world, with the New York Times declaring it one of its top 100 events in 2018.
But for many of us, MardiGras is a luxury that is so far removed from our daily lives that we never think about it, or it only comes to our minds when we hear the name Mardi.
The term is so closely associated with luxury that it has its own brand, the Mardi Group.
“The Mardi brand is so associated with Mardigras, and we really want people to understand that Mardi is not synonymous with luxury,” said Paul J. Krasinski, chief marketing officer for MardiCo, a global luxury brand that has been around since 1925.
“MardiGrass has always been about making people feel good, and the Maudit Group is about bringing that into the world.”
The brand’s most recent foray into the fashion world was a line of clothing and accessories, which have sold well in the United States, but have yet to sell in India, where Mardi has a foothold.
The company is expanding into India to build its presence there, and J.R.R., the brand’s founder and CEO, is making plans to expand the brand beyond India.
J.R.-owned luxury goods stores like Jockey and Jockey Plus, which sell luxury goods to Indian customers, have been struggling to find buyers in India because they lack a presence in the country.
With a new Mardi Brand coming online, Krasinksi says the company will start focusing on Indian consumers.
“We’re not going to be in India for the Migas first year, but the second year we are going to expand into India,” Krasinskis said.
“And in that expansion, we’re going to focus on Indian customers.”
The M.A.D.K. group, which includes brands such as Jockey, Jockey +, J.B. Stuart and Jansport, is expected to debut its new M.I.A.-inspired line of clothes, accessories and jewelry at Mardi, which will launch at the end of June.