Saturday, 16 November 2013

Going back to the future

Details are important at Bresciani
During last months we had several discussions about the future of our industry. The big brands are bigger and bigger and are melting all together in big groups, taking over 90% of the market....and the small ones ?
I think our future is in our past. We have to go back thinking at the idea of the small artisan boutique, were everything was made to measure and kind of "one piece" masterwork. Maybe not litterally, but the concept is clear : who can't afford big advertising investments, has to put all his energy in  giving to the final consumer the best quality and service.
In the past the artisan's boutique had as customers the neighborhood, now, with the web, the audience is the world and is more than enough for a small Company.
So...all little details are important and the service too.
We have 120 different yarns in our warehouse at the moment, 6.000 design in our Archives, 200 new styles every season, just in socks and now we are going to reply this for our underwear line.
Do you agree ? Comments are welcome !!

1 comment:

  1. As one who came from being an artisan bespoke maker, I completely agree. Not only are the big brands bigger - consider most recently LVMH buying Loro Piana - but even some of the small brands are now trying to be big brands. Most do it by sacrificing quality in favor of volume. "Customer Service" replaces serving the customer. "Press 1 to hear more options" takes the place of a person.
    Customers who can afford the best quality merchandise deserve service. As large as we have grown, we still answer our telephone. We still know the names of our clients and we still enjoy speaking with them. Our neighborhood may have grown from Manhattan's Upper East Side to the Planet Earth. Hopefully our egos and attitudes continue to reflect that without happy customers we simply would not exist.
    Great post, Sir Bresciani!