Case Study | Cerruti 1881 - How Italian Refinement Got Lost in Global Expansion

Cerruti 1881 was once the epitome of modern Italian elegance — blending soft tailoring with Parisian sophistication. Founded by Nino Cerruti, the brand stood for quiet power, refined menswear, and timeless design. But after a series of ownership changes and aggressive global expansion efforts, its identity began to fade.

In this episode of When Growth Goes Too Far, we explore how a brand built on balance and restraint was slowly diluted by the pressures of scale, licensing, and short-term commercial ambitions.

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