Intimo più mare n° 199 - Marzo 2015

ENGLISH TRANSLATION
found in the fact that, compared with items of equal quality, the
Soon garments boast very attractive price points compared with the
sorts of items generally available in a prêt-à-porter context”.
Pierre Mantoux
"The principal characteristic of this collection is the selection of
fine fabrics and interesting models", explained Patrizia Giangrossi.
"Lace, the featured material in the legwear selections, also serves
as a leitmotif in the outerwear clothing, featuring delicate styling:
these items also happen to be our bestsellers, ten models in six
colors, featuring cassocks that are suitable for combining with
leggings-pants. We distribute our outerwear essentially in the underwear
retail outlets, even if we have recently been increasing the
number of traditional outerwear retail stores: we don't even have a
dedicated sales network, just a single lone agent who selects the
stores in order to ensure proper distribution of the product. Our
customers are enthusiastic about the Pierre Mantoux style, and
with this line they have been able to include sweaters, shells and
leggings which have contributed significantly to reinforcing winter
retail sales. In addition, we have expanded the selection with the
inclusion of a series of easywear garment with a glamorous-chic
flair; the initial results of the autumn-winter sales for the 2015/16
season are very encouraging".
Max Mara Bodywear
The principal outstanding characteristic of this fine line is the use
of jersey, combined with knit and various luxurious materials, such
as silk. The style is clean, essential and consummately feminine.
The price points are accessible to a wide range of the market. Currently,
the collection is being distributed in intimate apparel stores
and in certain Max Mara stores, and it has been very well received
on the part of both the retailers and the shoppers themselves. The
garments in the collection have been designed for a specific use
occasion, one that often tends to be overlooked and neglected in
outerwear collections; as a matter of fact, these items enable a
woman to maintain a sophisticated look, even when just lounging
around and enjoying complete leisure freedom.
Omero
“Our collection could be defined as a sort of ‘easywear’ line devoted
to women who, although always busy and constantly on the go, are
nevertheless concerned with fashion trends and making sure that
their appearance is never neglected", explained Kirsi Nousiainen,
speaking proudly of the Omero collection. “It is composed of simple,
fresh and youthful garments, items such as maxi-sweaters,
dresses and playful T-shirts, all featuring fine craftsmanship and
quality materials, items suitable for handsomely complementing
a look, the keystone of which continues to be the coordinated
pantyhose. The collections of outerwear clothing are sold in the
same stores as the intimate apparel, but tend to enjoy the greatest
success in stores that have managed to transform themselves
into mini-specialized boutiques, capable of offering their customers
style consultation and an array of total-look products. These
evolved stores have very positively welcomed the selection of outerwear
items, not only in order to compensate for the periods when
sales in pantyhose tend to slump, such as the hot months of the
summer, but above all in order to be able to offer their customers
more complete, comprehensive style consultation services. We
have promoted the new products primarily by means of the canal
of the social networks in order to get ourselves known to a wider
cross-section of the market and in order to try and capture the
attention of younger women than those who are customarily our
shoppers. The inestimable collaboration on the part of the most
popular Italian fashion bloggers has provided us with feedback
regarding product appreciation and the efforts on the part of our
stores to complete their purchases. Season after season we are
registering significant increases in sales and the initial feedback
regarding pre-sales reactions to the up-coming autumn-winter collection
are very positive. Sweaters and cardigans, which can be
readily combined with leggings and treggings, are among the bestselling
items, adding a great deal of interest".
Shape Dress by Christies à porter
“The Shape Dress line is distinguished by the material from which
it is made and the resulting capacity the shape and sculpt the figure",
explained Barbara Dall’Argine. “The result is comfortable,
affordable, fashionable garments that, above all, provide shaping
thanks to an elevated percentage of Lycra which has been strategically
distributed to be most effective in the critical areas (waist,
tummy, hips and tighs). The fabric used for making dresses, pants,
tops and coats are elastic and wonderfully breathable, not to mention,
easy to maintain, the result of scrupulously carried out manufacturing
processes with a constantly vigilant eye, keenly focused
on safeguarding the environment. Each season the collection is
expanded, adding not just minimal garments that play with beguiling
chromatic contrasts, but also variants that are richer and
more glamorous, featuring exciting, original combinations of different
fabrics and materials (Lycra and synthetic leather, Lycra and
fleece), fancy-cut lace in matching or contrasting tones, special
metallic or feather applications, but always and everywhere with
an eye to slenderizing, simple styles, designed to provide optimal
shaping, as opposed to certain models included in the more softly
styled line. The price range, considering the sort of workmanship
and the indispensable insistence on all the products being exclusively
made in Italy, is only in the medium-high range. Originally
carried by intimate apparel stores, the collection has also been put
into the best outerwear stores, thanks to a company strategy that
has decided to present Shape Dress to a number of outerwear apparel
showrooms, thereby automatically targeting another canal
with this line. Since the line was first introduced it has continued
to perform better and better, increasing some 30% each season.
And so we have been constantly expanding it. It was originally conceived
as a limited capsule release, featuring just 12 garments, but
today it boasts fully 70. Shape Dress is popular thanks to the practical
comfort it provides, not to mention technological performance
contents and, of course, fashion. In the better outerwear apparel
stores it has been featured right alongside the premium brands".
Oroblù Total Look
“The concept of providing a coordinated combination of outerwear
items designed to go with intimate apparel and hosiery is very popular
with women shoppers, who this way can find a fashionable
structured bra to combine with an underwear item also suitable
as outerwear, including hosiery, a convenience not offered by the
traditional outerwear manufacturers”, explained Laura Vacchelli,
speaking of the reasons behind the success of Oroblù Total Look.
“In addition, the collection targets both slim and curvy women because
the style lends itself to providing femininity and fashion content
to any type of woman, even those with the most prosperous
curves, thanks to its elegant simplicity. Oroblù Total Look, along
with the beachwear collections, coordinated in terms of style, is a
valid sales tool for the retail sector, thanks to the wide selection of
models and styles. With this project, very well-received both in Italy
and abroad, Oroblù has provided important support to its best customers,
offering special custom-tailored partnership arrangements
to the customers in order to showcase the proper display of the
collection and highlight the visibility of the brand".
Janira
“For the upcoming autumn-winter season, Janira will be presenting
a series of knit shells, embellished with sophisticated detailing,
such as leather embroidered onto tulle, its exclusive waspy
corset applications, shimmering sequins and dainty dévoré effects
on luxurious and natural fabrics", explained Gloria Muñoz, proudly
describing the collection. “The styles are diverse, ranging from a
casual, street inspiration to the most feminine and sophisticated
looks. When it comes to the leggings, we are showing a wide variety
of motifs and materials; the selection ranges from the most
urban models, featuring prints and leather embroidery, to those
with a more romantic appeal, almost bohemian. Primarily we sell