In our latest articles, we have discussed the recent issues luxury brands have been having due to the tariff war initiated -then suspended- by the US presidency.

Nevertheless, there is a story we ought to tell, which is Missoni’s. 

Missoni stands apart—not through the volume but through the consistency of its luxury offer.

Known globally for its iconic zigzag patterns and commitment to quality craftsmanship, Missoni has embraced a niche, boutique, and understated marketing model that has kept it relevant while avoiding the pitfalls of overexposure.

At NorthStar Consulting, we study internationalisation and growth strategies across sectors, not to emulate them outright, but to extract practical insights for SMEs navigating their expansion journeys.

Missoni’s approach to luxury and internationalisation offers just such a case study.

Founded in 1953 by Ottavio and Rosita Missoni in Varese, Italy, Missoni quickly became synonymous with innovative knitwear designs that combined comfort with bold aesthetics.

The brand’s commitment to craftsmanship is evident in its production processes.

Missoni’s iconic zigzag patterns are crafted in its factory in Sumirago, Italy, ensuring the brand’s products maintain their distinctive quality and authenticity.

In recent years, Missoni has taken strategic steps to consolidate its production capabilities. The acquisition of Tricotex, a long-standing supplier based in Gallarate, near Missoni’s headquarters, is part of a broader strategy.

Its localised manufacturing base supports the brand’s authenticity and helps maintain high standards—critical in a market where provenance matters.

For SMEs, this highlights the importance of supply chain integrity in internationalisation.

Whether expanding into new markets or scaling production, staying close to the core of what makes a product valuable—be it design, materials, or process—can be a powerful differentiator.

Internationalisation by Curation, Not Colonisation

Missoni’s international footprint is notable for its selectivity. Instead of saturating global markets and spending millions on branding, the brand has grown by carefully choosing where and how to appear.

Collaborations like the one with Target (U.S.) in 2011 and capsule collections with influencers or niche platforms have helped expand visibility without diluting the brand’s essence.

This restraint offers an instructive lens for SMEs. Global expansion doesn’t require immediate saturation. Controlled, values-aligned entry into new markets—especially those where cultural aesthetics or consumer values align with the brand—can lead to longer-term brand equity.

At NorthStar Consulting, we regularly advise SMEs to assess their international moves not just through revenue projections, but through brand resilience and ecosystem fit. Missoni’s approach offers a compelling model.

Who Buys Missoni in 2025?

We have used our HNI persona builder to understand who Missoni appeals to and who is the ideal or possible Missoni customer.

And this is when we realised that its niche, bespoke and quiet marketing appeals to a diverse and variegated luxury audience. Something quite difficult to achieve!

Looking at today’s market using our HNI persona maker, we can see how Missoni appeals across a range of High Net Worth Individual (HNWI) segments, making it an extremely eclectic brand that has understood the real value of concepts like branding, luxury and niche:

• HNWIs and UHNWIs are drawn to Missoni’s exclusivity, long heritage, and commitment to craftsmanship.
• Affluent Consumers appreciate the brand’s quiet confidence and quality over ostentation.
• Aspirational Consumers—including younger Millennials and Gen Z—may engage via resale markets, outlet collections, or through social media exposure to the brand’s lifestyle cues.
• Digital Natives interact with Missoni primarily through online storytelling, limited edition drops, and lifestyle-oriented campaigns.
• Experiential Luxury Seekers connect with the emotional legacy of the brand—choosing pieces not only for the label but for the narrative and craftsmanship embedded in each product.

Understanding these segments is essential for any SME seeking to scale a luxury or niche brand internationally.

Key Takeaway

Of course, not every SME has the marketing budget that Missoni has, nor SMEs have such a legacy.

However, this specific case study highlights that by aligning offerings with the motivations of these consumer types, brands can build more nuanced and effective marketing strategies.