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GLI SPECIALI DI CASASTILE IL TESSILE PER LA CASA IL MERCATO MARINAC course, have to learn how to convey a sense of the superior quality and other specific aspects of these products: they must be convinced of the excellence of the product they are selling. High-end products get things moving again There are two opposing trends in household linen sales, as Marina Colombo, owner of MarinaC explains: «One, which I would call ‘throwaway’, concerns attractive but inexpensive items of mediocre quality that are not designed to last, sold by big specialist stores; the other is a luxury niche market with products of excellent quality and selling at a correspondingly high price.» The firm’s collections are in the latter category: high-end items made from the very best fabrics, finely finished and in beautiful colour combinations. To sell well, products of this kind need to be channelled through independent retailers who understand the 72 CASASTILE importance of customer service. «By offering customers the information and advice they need to help them choose what’s right for them, the fabric product will be more appealing, also in household stores, especially in a wedding list context where the likelihood of buying is greater,» Colombo says. MarinaC now plans to offer retailers special sales kits – complete with fabric samples and photos of interiors – along with other training initiatives that create a personal relationship with retailers. The search for quality and emotional appeal Zucchi has two brands competing in the middle range and at the high end. «During the recession, people have been particularly careful about getting the best value for money in their household fabrics purchases,» says Ivano Andreata, sales manager for Italy at Zucchi. «So with our Bassetti brand we are trying to set oursel- MARINAC MARINAC ves apart from unbranded middle-range products by offering original patterns and even photo prints to encourage impulse buys. Our premium label Zucchi, meanwhile, is aimed at more sophisticated consumers looking for percale, linen, quality satin. Here too we have recently created a new segmentation by introducing trendy colours and patterns to attract our target clientele even more closely.» The firm trades chiefly through its approximately 120 own stores and through other retailers specialising in household fabrics. «We don’t do much in wedding lists, but we could possibly attract new customers if we did,» Andreata goes on. «Today it’s more important than ever to look beyond traditional merchandise divisions, and use cross-overs to create trading synergies.» Zucchi Group is experimenting in its own stores by selling other objects (including beds!) alongside its traditional linen assortment, to add to their appeal. ■ TO EFFECTIVELY RELAUNCH CONSUMPTION, MANUFACTURERS NEED TO DEVELOP NEW SALES STRATEGIES, RETHIN
GLI SPECIALI DI CASASTILE IL TESSILE PER LA CASA PRODOTTI Sulla tavola Vali, in cotone con speciale trattamento antimacchia. Di Nydel In bagno <strong>Il</strong> mood del brand moda Desigual declinato in tutta la casa Outdoor La natura eclettica di Lisa Corti sulle american mat in cotone Nel living In sala da pranzo 48 Heures, oggetti trompe l’oeil sulle tovagliette GDCC Linum Italia veste il soggiorno con cuscini in cotone, velluto, lino, seta… Ai fornelli I motivi della linea Tikki di IIttala sono ricamati sul lino per la cucina KING THE WAY MERCHANDISE IS SOLD. HELPING CONSUMERS MAKE PURCHASING CHOICES CAN BE FUNDAMENTAL CASASTILE 73
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