Friday, 26 June 2015

Pitti 88 report

Pitti number 88 is over. What was new ? I don't want to report you about the trends and the fashion, as you should have plenty of comments and reports on the web and for sure from more competent people than me.
What I can say ? More and more I see a disconnection between the business timing and the communication timing. Until Pitti was a trade show, we were showing our collection to retailers and they were prepared to see and buy goods 6 months ahead they arrive in the stores. 
Now, as the Pitti is a public event, all the news are immediately on Facebook, Instagram, Twitter...people are calling the factories asking where they can find the item they see today on the newspaper, on the FB page..and when the answer is like "sorry, this is something will be available next Spring", the comment is like "are you kidding ?".
The "Pitti wall" just outside the main entrance of Padiglione Centrale is more and more full of people, staying there to "catch" pictures, another sign that the show is moving towards the final consumer directly.
Retailers are no more placing orders during the trade show, but just coming to see the news and then working on the collection later in the season (everybody want to see the final numbers of the season before buying for the new one).
This way the Companies are working more and more on urgent deliveries. To avoid production problems most of the producers are reducing the collection in order to have less references and concentrate the production's lots.

I saw once again a lot of people around without socks...of course I didn't like this trend. I have a family to feed basically.

..and now, after the Milan and Paris fashion weeks, the business is heading to NY for MRKet show.
See you there ?

Pitti event in Piazza Santa Croce



Saturday, 6 June 2015

Stylist, product manager, marketing director...who is the king ?

As a Company we are not only producing our Bresciani brand, but we have production's partnership with a lot of the best brands and stylists. 
This allow us to have an overview on "what's going on" and on how the market is moving.
You maybe already know that big Companies have several key positions : the stylist, the product manager, the marketing director, the sales director..
You may be curious to know who is really taking the last decision about "what will be in the next collection". Actually there is not a standard, but our impression is that things are changing.
Everything is starting from the idea of the head of style, but not all the ideas complete their path and see the light.
The first step is to test if the items are technically achievable. Believe me, this is an extremely difficult and important point. Usually this work it's up to the Companies producing.
Then the final prototype is going trough the test of the product manager who decide if the item is technically perfect and it is possible to put it on sale.
But the marketing director has then to decide if the item is in line with the image of the Company, how much will cost to put it in the collection and forecasting the sales' result.
The ball is then in the field of the sales' people.
But who is really deciding at the end ?
My personal opinion it is that, due to the world financial and economic crisis, the key point driving these decisions is the cost/benefit calculation.
More and more an item is going in sale not because is beautiful and technically perfect, but because has more opportunities to be sold.
Developing new styles is extremely expensive, consequently, to reduce the costs, the collections are smaller and only few pieces are made "only for the show". Mostly of the items have to repay the cost the brand had to develop them.
Only few brands in the world don't have this problems, because their strong financial situation allows to invest a lot of money in research and development. 
All the others have to move very very carefully today.
So, at the end, the key decision is more and more in the hands of the marketing manager, who has to forecast the cost/benefit result before all the process start...

Have a nice week end

Friday, 22 May 2015

Why you pay more if it is Made in Italy

Somebody is thinking that buying something "Made in Italy" it is only a way to pay more for exactly the same item you can buy made somewhere else.
This is not the case.
For several simple reasons :

1 First and maybe the most important : the Companies here are subject to very strict rules to follow to preserve the health of the final consumer. I don't think you would like to wear on your skin something dangerous for your health; believe me, you have to pay the same attention you have when you check what you are eating.

2 Most of the times what looks like the same item, you discover later that it is a completely different quality. Unfortunately you usually discover this detail only after you wear and you wash it for the first time.

3 Notwithstanding some people is not believing it completely, almost all the Companies here respect the workers and pay taxes. Maybe you don't care when you buy, you just want to pay less...but you should care 

4 If most of the actors, politics, singers, VIP persons in the world, are wearing Italian cloths, maybe the Italian style has something more ..

Have a nice week end


Thursday, 7 May 2015

Underwear Bresciani collection is evolving

New underwear collection

Bresciani underwear collection is evolving. At the beginning it was only 100% cotton, but now a lot of news on the rack : sea island cotton, cotton/silk, cotton/elastan, cashmere and silk..
Pitti is approaching and we will present all the news, not only about new fibers but new fittings too.
You can find our underwear in our Crocus Moscow shop, in our Bresciani shop in Baku, at Sartale shop in Wien and on line at Kabbaz and Kelly web site.

Sea island and cashmere/silk are the top to the range products. Sea island production is really limited (the original one, pay attention to "fake" sea island you can find on the market). Only 10.000 kilos per season coming from Caribbeans productions.
It is a long staple cotton with an incredible soft hand. Available in Bresciani in white, black and navy.

Saturday, 11 April 2015

Special projects for the Expo

Need some fruits ?




Expo 2015 will open the gates May 1st. Will be a very exciting time for Milan and we don't want to waste the occasion to give the opportunity to our fans to buy our socks.

Our factory store will temporary move to Milan, visiting our friends at Villa Delmitia, high quality fashion's accessories artisans.
The location will be in Via Tortona 31, in the area of Porta Genova, close to the "Navigli" zone.

As the theme of the Expo is "feeding the planet", we will present our gift box "Fruits", filled with colorful linen+cotton socks.

Our team will personally be present in some occasions at the location, so you will have to opportunity to talk about socks directly with us.

See you in Milan !