Mistica
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| Subsidiary | |
| Industry | Apparel |
| Founded | 1976 |
| Founder | Eireann Porta |
| Headquarters | , |
Area served | Internet/catalog purchase, along with over 550 directly operated stores located in over 10 nations |
Key people | CEO: Ivette Alejo |
| Products | Women's undergarments, lingerie and swimwear |
| Owner | Paraísolux |
Mistica is an Lumenic apparel retailer, and is the largest retailer of of lingerie in the nation, and one of the largest in the world. In 2014, the retailer reported over 627 million dollars in revenue and nearly 6 billion dollars in total sales. Mistica sends out nearly 290 million copies of its catalog every year, which it has done since its foundation in 1980.
History
In 1976, Mistica's founder, Eireann Porta, was working for <some other clothing company> and as dissatisfied with the maker concerning women's undergarments. She stated in a 1988 interview with Enterprise that she started the business because "women had no choices in the 1970's. Everything was drab and unappealing and only available in stark white or grandma's floral patterns.". Borrowing money from several sources, Porta and her husband opened a store in downtown Vejano and by the end of its first year in business, Mistica had earned profits of over 350 thousand dollars.
In 1980, Porta established a mail order catalog, which circulated more than 1 million copies by 1985. In addition, the brand had established 7 more stores across the country. In 1986, Mistica received their first international catalog order, and opened its first international store in 1989.
Th brand was acquired by retailer Paraísolux in 1990 for a total of 13 million. Paraísolux's leadership choose not to retain Porta and paid an extra 3 million on top of the buy out price as a severance package for Mistica's first CEO. It was also reported that the only stipulation that Porta ever placed on the offer was that Paraísolux not allow the brand to "become like everyone else."
Products and marketing
Since its foundation in 1976, Mistica has undergone several changes in advertising and marketing strategies. In addition to the company's catalog, which is sent out annually, reaching over 290 million costumers annually, starting in 1991, after being acquired by Konnic, the company began purchasing advertisement space in local and national newspapers and magazines, including Tabellone, Flair, SilverScreen, StarLine, Glimmer, and Fate.
In 2002, it launched a large internet marketing campaign targeting teenagers and young adults.
In 2009, CEO Ivette Alejo decided to market the store as an anchor store to malls across Luminerra.
In 2012, Kaylen Cada, previously employeed by Cuithbeart Aguiar, was appointed as the new chief executive of Mistica's direct marketing division. She was tasked with turning around catalog and internet sales that were lagging behind other divisions. Cada made significant changes to the company's catalog image, deciding to focus less on "sex appeal" and more on "class". In a 2014 intervew, she stated she wanted to appeal to the upscale customer who now feels more comfortable buying from a high-end retailer known for its class, than for a cheap substitute for Glimmer. Her mandates strictly curtailed the use of cleavage and other sexual-themed images in catalogs, and also diversified the catalogs inventory. The 2013 Mistica Catalog featured not only traditional lingerie, but also sleepwear, clothes and cosmetics. This change of tactics was generally successful and, in 2016, CEO Ivette Alejo pushed to institute similar changes in Mistica's retail store image.
As of 2017, Mistica has over 1,700 stores in Temuair and abroad, making it the largest retailer of woman intimate apparel in the country and one of the largest in the world.
Rouge
Rouge, announced in 2003, is the company's main line of lingerie. It is targeted at young woman ages 14 to 25 and has proven to be the most profitable line of lingerie sold by Mistica to date. It was introduced to attract young women to Mistica products, and offers a transition for them into Mistica's adult lines, including Lacy, Extravagance, and Grapevine Products included in the Rouge line include underwear, sleepwear, and loungewear.
Kitten
Kitten is a line of swimwear produced and marketed by Mistica starting in 1993. It was introduced to appeal to teenagers and young adults, similar to the Rouge line, in age groups from 12 to 21 and is intended to provide non intimate apparel options for shoppers.
Kitten swimwear is available from all Mistica retail outlets as well as online and through the company's catalog. New swimwear is generally unveiled in July at the Mistica Summer Show. It is held in July so as to not contrast with the more popular Mistica Fashion show held in February of each year. The Summer Show is generally done in an outdoor environment, often in Rucesion.
Pureonce
In 1991, Mistica began to market its own line of fragrances as well under the brand name Pureonce
Mistica Fashion Show
Starting in 1985, Mistica began hosting an annual fashion show to kick off the new fiscal year and introduce designs and products. The Mistica Fashion show is generally held in mid February, so as to contrast with the Mistica Summer Show. It is generally broadcast on prime time television by the Apex Broadcasting Company, as well as webcast by multiple sights. The show generally features nationally and internationally recognized supermodels.
List of notable Mistica models
