Introduction

Cavalli is a successful, luxury brand which first appealed to consumers with its unique selling point- printed denim and leather garments created in the 1970s. Since then, Cavalli has built an empire including five distinct and varied brands.

The Cavalli brand is synonymous with luxury, exotic prints, glamour, and high quality.   Cavalli is known as one of the world's most creative designers showing new prints and techniques in every collection. The Italian designer is the first to offer such a combination of styles in one collection. As a result, Cavalli is one of the most favored designers of Hollywood designing for celebrities which creates exclusivity. He designs special orders made only for celebrities to wear on the red carpet and in world tours which increases his visibility and the brand image.

Roberto Cavalli and Just Cavalli are the two main lines that focus on womens' wear. The Cavalli brands aim to appeal to women with varied styles and sizes. Cavalli is known as an innovative designer who creates garments that are both beautiful and well made. The high quality materials used and the subsequent premium pricing contribute to the consumers' perception of Cavalli as a luxury brand. Just Cavalli is a diffusion line which is more affordable and accessible to more consumers. Cavalli, as mentioned above, has also started business in new markets such as the food industry and entertainment sector.