Founded in Germany in 1976 after its founder, Michael Cromer, and its birthplace of München in Munich, MCM began its origins as a leather goods manufacturer. By borrowing from the repetitive motifs on LV bags, MCM created a series of bags with a classic laurel pattern of bay leaves with ribbons, which became popular in the 1980s.
However, in the late 90s, the once-glorious MCM was hit by the blow of over-licensing and counterfeiting, and the restructured MCM became part of a Swiss company in 1998 and its development stalled. It wasn't until 2005 that it was acquired by South Korea's Sungjoo luxury group and renamed Mode Creation Munich that it completely got out of the trough.
As a brand with German roots but reborn in South Korea, MCM began to adjust its brand strategy to focus on the Asian market, moving its production to South Korea and adapting its products to the preferences of Asian consumers. After 2009, MCM's marketing method shifted to cooperating with celebrities and hipsters, and with the help of Kwon Ji-ryong and other K-pop stars, MCM began to become popular in Asia. Today, Asia is still the main market for MCM, with about 60% of sales in China, Japan and South Korea, and the remaining 40% in Europe, the Middle East and the United States, and the European market is constantly expanding.
MCM's brand positioning is a street fashion with young consumers as the core, and its main product is bags, and the most well-known product is the colorful studded backpack, which is also a smash hit among students in recent years. MCM's women's wallet still continues the brand's trendy style, with repeated iconic classic laurel patterns printed on the surface, which is highly recognizable, and the color scheme is mainly light tones, and the material is both artificial leather and calfskin, which is not soft enough to feel, but has excellent wear resistance. Some long wallets are equipped with detachable chain crossbody straps, which can be used directly as crossbody bags, and the basic price is mostly 1000-2000 yuan, which is also a good choice in terms of comprehensive product quality.
