In 1983, Moschino launched Moschino, a singular brand after his name. Moschino launched the first pefume, Moschino perfume, in 1983 and launched the Moschino Cheap and Chic line in 1987. In 1991, Moschino perfume became widely known to people after a massive launching of Cheap and Chic line in the US. Total of 8 perfumes were launched in Moschino and Korea imported 6 of them. It presented 5 Moschino lines and 3 Cheap and chic lines, and 3 Moschino line and 3 Moschino lines and 3 Cheap and chic lines were launched in Korea.
I lovelove perfume, which reinterpreted all the values and concepts that the Cheap and chic line had made a mega hit in 2005, selling 10000 perfumes in a month, and product discontinuation phenomenon continued in the Italian head office while dealing with the demands. The launching of I lovelove perfume made Moschino get closer to the customers and made us know clearly about Moschino’s characteristics.