Saturday, 14 June 2014

What is really making the difference ?

When you have to buy socks or underwear, what is really driving your decision ? We always invested all our energies in developing the finest quality. But today is no more enough.
Service it is the other key word. Still we are dealing with retailers and on-line retailers, so final consumer can't experience our service, as there is not a direct thread.
So we come to style : yes, it is important to have a good collection. Styles, colours, fitting...all these issues are part of the puzzle.
Better to have the best quality, the best style or the best fitting ? Possibly all of them.
And do we want to talk about packaging ? Don't you think more and more the box is important as the product ?
And last...if you have all these details, but you don't advertise ...

The real matter going wrong way today is that this last point became the most important. It is a world for big players. To advertise more you need more profit, to have more profit either you go down in quality or you go up in price.

And the small ones ? Thanks God we have the can invest more in quality and advertise on the web. It's not enough of course, but it is always something...

See you in Florence next week folks !

Pitti preview

Tuesday, 3 June 2014


As we discussed several times, web completely changed the rules of the game. One of the most difficult issues to solve is the one about the timing of the collections.
In few weeks we will present our new Spring 2015 collection during Pitti Uomo in Florence.
We will post images of the new collection on our social networks' pages.
Now, the matter is that, as usual, will be hard to explain to our final consumers, that they will find these new styles in the shops only starting from January 2015...
As usual we will receive a lot of questions and requests as "where we can buy them now...why they are not available..".
For a Company like ours, still producing in its factory, just until few years ago, those were really weird can people expect to have immediately available something that is not yet produced ?
But the world has changed a lot during last years and now what we show, should immediately be available in the mind our our interlocutor. The problem is that few years ago the interlocutor was the owner of the shop, who knows the rules of the game and who select the best for his the chain is breaking and the interlocutor is more and more the final consumer.
what will be the future ? Hard to guess...

Another Pitti Spring 2015 preview