Intimo più mare n° 196 - Luglio 2014

ENGLISH TRANSLATION
In order to get through these difficult times, for the last several years
we have been cutting back on expenses as much as possible. We do
our utmost to make the most of the advertising messages, no longer
practicing the old spray and pray methods, but in a much more carefully
targeted manner, focusing on how to maximize visibility for the
best price. We have begun staying open for extended hours and on a
more flexible schedule. We offer promotional sales during the entire
course of the year, featuring the goods from the previous years, and
we have completely abandoned the seasonal sales in order for our
customers to know they don’t have to wait for the sales. We strive to
reinforce the image of the manufacturers by bolstering the retail sales
and the elimination of those that are hard to sell.
Nunzio Di Caro (Brancacci Corredi, Gela)
It seems like years by now that we have been living through a period
of economic crisis and recession in which managing to just survive
and stay afloat in our sector is nothing short of a miracle. For our part,
about a year ago we decided to change location and have even carried
out a complete design makeover of the store. Given the difficult times
all of this represented a real financial hardship, but in the end we
are here to combat this wave of crises as best we can. An important
contribution in this effort can be made by communicating with the
customers, banners, posters, all sorts of advertising initiatives. But the
truly decisive factor when it comes to surviving is the margin of profit
achieved on every single item. My advice for dealing with the bloody
economic situation is to make the effort to seek out new manufacturers
who enable the store to have a more substantial mark-up so that it
is always possible to earn something, even when selling your goods
at a 50% discount. If it’s necessary change brands or find new sales
reps. Be skeptical about minimum order requirements; it’s just a ploy
that has been thought up to destroy small retailer. Only by eliminating
these unfair impositions and obstacles can we hope to survive.
Nicola D’Avanzo (Lintea, Andria)
We don’t think there’s a single formula or even a series of them for
effectively dealing with the financial crisis. By now it seems like we
have been laboring under this onerous burden and we have come
to the conclusion that one must summon the desire and will to deal
with it in a positive manner. By desire and will we also mean skill,
experience, professionalism and the ability to have a clear vision of
what shoppers are currently interested in. This is done by conducting
serious market research and attending the sector’s trade fairs more
assiduously than in the past, given that part of this crisis has been
caused by a lack of innovation on the part of manufacturers. Call us
contrarian, but we see a positive side to this whole crisis business,
i.e. the way it serves to weed out the weaker, ill-prepared retailers.
In recent years we have seen a disproportionate amount of new
store openings, but without a history. The winners in this struggle,
however, are going to be the qualified retailers. We are focusing our
efforts in this direction. Our own story is based on some twenty years
of accumulated experience in lingerie and linens. It’s a story based
on paying attention to our customers (and other things as well),
shoppers who have been frequenting us for years and reward us for
the commitment, the respect and solicitude we show them, drawing
on all our patience, professionalism and, above all, passion. In addition,
we always strive to gauge the mood of the shoppers, religiously
revamping our four display windows. We also invest ahead of time in
pre-collections, favoring items that serve to generate interest in the
mind of shoppers who, for the most part, no longer purchase out of
absolute necessity but rather a certain item has inspired them to wear
it. Beginning with this summer season, confirming also the fall-winter
collections, we have included special capsule deliveries of products.
Alessandra Catalano (Magia, Palermo)
We feel the effects of the financial crisis less than the other stores.
We have to a certain degree felt the negative effect of the crisis, but
carrying the sort of high-end products we specialize in, our customers
have continued to shop with the same old enthusiasm. We always try
to earn just a fair profit without excessive mark-ups. Some manufacturers
make available free gifts and over come-ons in order that the
shoppers will leave the store satisfied. But we would like to see them
work in a more open and consistent way with retailers, for example
in terms of substitutions.
Vera Fuzzi (Intimo Bontempi, Cattolica)
The recipe for combating the crisis? Lots of time and effort devoted to
seeking out the right products and a constant eye to providing good
value for the money. Impeccable customer service on the part of all
the personnel can serve to establish loyalty and trust. It’s not about
making friends, but rather establishing a professional relationship,
including post-sales services, such as repairs (even years after the
purchase), promotional gifts and discounts intended to build customer
loyalty. In other words providing comprehensive, 360 degree service.
Azzurra Mantellassi (Intimo Emma, Quarrata)
Throughout the entire year we organize cocktail receptions and participate
in other events, like when all the merchants stay open until
late at nigh. In addition we invite our customers to promotions and
special promotions by means of email and SMS messages. Recently
on Facebook we encouraged women to take a selfie of themselves
wearing a swimsuit purchased in our store in order to get a reduction
coupon. This initiative is showing very promising results.
Silvia Romagnoli (Clio, Bologna)
For us the recipe for overcoming and getting through the financial
crisis involves putting the top priority on service, followed with an
equal emphasis by prices, with minimal mark-ups and, of course,
lots of courtesy and friendliness. Each one of us working in the store
does her utmost to help the customers, trying everything in our power
to satisfy their needs by seeking out the right product and providing
alteration service. Since we carry primarily high-end collections,
thank goodness, we can still count on customers who are generally
willing to spend.
FASHION DESIGNER on page 160
ELLE MACPHERSON INTIMATES
A PASSAGE TO INDIA
The collection of the celebrated Australian top model and actress has
been inspired by the beauty and cultural richness of India
Elle Macpherson, Australian top supermodel, actress and businesswoman,
nicknamed, The Body, several seasons ago created her own
line of underwear, called Elle Macpherson Intimates. The inspiration
behind the collection for the autumn-winter of 2014/15 is based on
a journey through India in which all the senses are bombarded by
the brilliant colors and rich cultural patrimony. There are numerous
lines, including coordinated bra and brief sets in several colorways,
slips and leisurewear items galore for a collection that is both feminine
and highly sophisticated.
“The inspiration for this collection is based on my recent trip through
the south of India,” explained Elle Macpherson. “Intense red colors
borrowed from lush tropical fruits, ancient Indian jewelry and the glorious
spices have been combined with the pink tones of the palaces of
Jaipur. Nuances of green, sand hues and saffron serve to warm up
the chromatic palette which has been brightened by electric blue and
fuchsia. The metallic details have been inspired by the opulence of the
traditional marriage ceremonies and the elaborate Maharajas, not to
mention lace detailing with gold effects which accompany diaphanous
chiffon and shimmering silk. The watercolor-style floral prints and
graphic motifs add a modern, playful flair to the entire collection.”
The generous use of Lurex in the key styles of the season imbues the
collection with a more structured texture and conspicuous sense of
opulence. Lace can be found practically right across the board in all
the lines and features a great variety of motifs, from floral motifs to
the most essential graphic designs and exquisitely delicate patterns.
Luxurious details like pleated tulle plissé and frilly ruffles add a playful
touch to several of the lines, while the unique high leg openings of
the briefs and the thongs in the Wind Chime and For You lines add
a definitely feminine touch.
The elements which distinguish the style of the underwear collection
create by to Australian top supermodel and actress, such as the
contrasting bows, have been featured this season in unusual, original