Intimo più mare n° 196 - Luglio 2014

ENGLISH TRANSLATION
color which tend to imbue the most popular lines like Dentelle and
French Flavour with a fresh, new allure.
RETAILWORLD on page 188
GRUPPO INTIMO ITALIANO
RETAIL PROJECT
A complete and varied selection and expansion into foreign markets
are the strategies being implemented by this dynamic Tuscan company
Bolstered by more than 45 years of business activity, recently Gruppo
Intimo Italiano has greatly reinforced its expansion efforts in terms of
both product and geographic scope. The first case involved the introduction
of beachwear in 2012 with the launch of the Pepita Forte dei
Marmi brand and the 2013 development of the first Pepita easywear
line prima, a collection coming out in time for the fall-winter season
of 2014/15. When it comes to geographic expansion there has been
a major acceleration in the spread of Gruppo Intimo Italiano brands
outside of Italy, involving the launching of a Retail Project focusing
primarily on the Pepita brand, which from the retailer’s point of view
requires very little effort in the sense that it can be easily integrated
with the world of Tatà.
“We are speaking in terms of a Retail Project because the philosophy
of the two Gruppo Intimo Italiano brands goes well beyond the realm of
mere commercial activity”, explained Sabrina Tonti, the CEO of Gruppo
Intimo Italiano. “The underlying desire is to increasingly upgrade and
imbue with a distinctive identity the spaces devoted to the Pepita and
Tatà brands, with the goal of showing off and qualifying in the most
effective manner the company’s brands, thanks to the utilization
of specific display elements (like, for example, customized hanger
display units and store furnishings) accompanied by a campaign to
adequately train the sales personnel. Within the context of the Italian
market this is leading to the opening of new shop-in-shop operations
in stores located in the regions of Tuscany, Campania, Veneto and
Lombardy. But, in addition to this, the whole single-brand concept is
evolving and will soon lead to the emergence of new flagship stores
managed directly by the manufacturing company or, in certain cases,
in partnership with customers who are willing to become full-fledged
business associates of Gruppo Intimo Italiano because they firmly
believe in the potential for growth and development of the project. The
Retail Project got started right here in Forte dei Marmi, from where it
continued to spread into Europe and Asia, with the opening of new
single-brand stores, corner and shop-in-shop operations in various
important department store stores. Together with our Chinese partners,
beginning in 2012 we managed to establish a network of retail outlets
featuring the Tatà Collection brand in major Chinese cities, a venture
that saw us present in the most exclusive department stores, such as
Takashimaya in Shanghai and Shinkong Place and Scitech in Beijing.
Over the course of 2013 we opened three stores entirely devoted to
the Pepita and Sabrina Tonti Tatà Collection, in the guise of the storein-store
formula in Shinkong Place, Lufthansa City Mall in Beijing and
Golden Eagle Mall in Nanking. In addition to these operations we also
have the shop-in-shop operations exclusively devoted to the Tatà
Collection in the Tian Mei Shopping Center (Tai Yuan), Chang Chun
Charter Shopping Center, Ha Er Bin Mykal Department Store, Shen
Hua Yi Bai Shopping Mall (Bao Tou), Inner Mongolia, Scitech Plaza
(Beijing), Easy Home (Beijing) and the Shanghai Takashimaya store”.
Russia has also witnessed the popularity and commercial flourishing
of the Gruppo Intimo Italiano brands. Indeed, the first Pepita flagship
store in Saint Petersburg, opened in 2013, was quickly followed by
another in Moscow and in August they will be opening yet a third of
these banner stores in Moscow.
“The winning formula which distinguishes our stores is that they don’t
consider themselves simply as stores, by rather as a sort of container
for dreams and inspirations”, continued Sabrina. “Inside these retail
operations everything speaks our language: lots of square footage in
locations situated in the centers of the cities or in high-end residential
and commercial districts, furnishings, fixtures and trim in stunning
total white, environments expressing a simple, linear style, yet at the
same time warm and feminine, which play masterfully with special
lighting and chromatic effects”.
The Retail Project of Gruppo Intimo Italiano is the brainchild of the
company, but is open to and embraces other commercial partners.
It is based on a platform which involves the definition of general
guidelines which can be readily customized and adapted to the various
needs of associates in vastly different markets and cultures. In
order to do this, during the start-up phase specific training sessions
are scheduled during the course of which detailed explanations are
provided concerning the garments, the materials and the manufacturing
processes, not to mention the layout and display techniques
as well as the approach to sales necessary in order to facilitate and
increase retail volumes. This sort of thing is carried out both in Italy
and abroad by means of special techniques, skills and, naturally, also
lots of heart and soul. For example, it is none other than Sabrina Tonti,
together with the architects and speakers from the design division
who handle the task of explaining and teaching the guidelines for
every new start-up, setting up a training and sales assistance course
that continues on over time.
EXHIBITIONS on page 216
MODE CITY - INTERFILIÈRE
THE FAIRS OF WONDERS
Information, innovation and new developments, as well as lots of
entertaining events and services for fair-goers. The latest from this
sector’s Paris trade fairs
Held from Saturday 5 to Monday 7 July, the summer edition of the
Paris trade fairs catering to the world of beachwear and intimate
apparel (Mode City) as well as fabrics, components and accessories
for the sector (Interfilière). All sorts of new things are included in the
program, presented in Milan by the head of the two fairs. Taya De
Reyes explained to the Italian press the brand new configuration of
Mode City, which is held in pavilion 1 of the Porte De Versailles fair
facility. The first big news regards the layout, different due to the work
currently being carried out in the area of the fair facility, compelling
all the fairs to alter their physiognomy: Mode City and Interfilière
will share a common entrance which will allow buyers flourishing
badges to avoid the hassle of long lines at the entrance. The general
Forum, set up and displayed in collaboration with Trend Union, will
be transformed into two boutiques, each measuring some 40 square
meters. Each boutique will house two trends, and at the entrance
videos will be set up, illustrating the trendiest items. On the inside,
one will find displays designed to provide ideas and tips regarding
merchandising and the “IT” garments of the season. The Forum aims
at evoking a genuine shopping experience for the retailers: welcoming
customers, presenting the garments and discussing the price. When
it comes to the latest fashion trends, four main themes have been
identified: Structured, inspired by the world of sport and featuring
the utilization of pioneering, high-tech materials, geometric motifs
and cuts and dizzyingly low-cut necklines. For this theme the ideal
display/set-up in the store is simple and geometric. Flowered is the
name of the theme featuring craftsmanship, highlighting the richness
of the luxurious fabrics, with floral prints on cotton, linen and silk.
Veiled celebrate transparency and lightness, with lots of black, white
and softly faded tones. Pleated highlights the rich elegance of draped
fabrics, an effect further showcased by fine cottons, silk and linen.
The guest section of the globe being welcomed by Mode City this year
is North America, with the objective of bolstering the attendance of
American buyers at the fair. In order to pursue this objective Eurovet
has carried out a promotional campaign, organizing a stay in Paris for
the principal buyers and their families. These is also a focus on the
principal US brands, including such names as Swimwear Anywhere,
Inc. of New York - the company which manufacturers designer labels
like Carmen Marc Valvo, Juicy Couture and Coco Reef -, Manhattan
Beachwear - with its stable of brand, including Trina Turk, La