Intimo più mare n° 199 - Marzo 2015

ENGLISH TRANSLATION
Generally speaking, we have noticed that men have their female
companions do their shopping. Nevertheless, in recent years we
have been witnessing the emergence of an interesting phenomenon:
the expansion of a well-defined market category, that of the
single, a gentleman who devotes a great deal of time and care to
the task of seeking out and acquiring clothing, both outerwear and
intimate apparel. Underwear is no longer considered as a simple
item of clothing, it has been gradually transformed into an important
fashion accessory which one often even eagerly reveals. This
development has led to the need for manufacturers to come up
with items that are increasingly sophisticated and glamorous, while
at the same time, on the part of the shopper, one has been witnessing
a tendency seek out absolute quality, perfecting their shopping
experience.
When it comes to the issue of purchase preferences, as I already
mentioned, for us it’s far from easy to define in a comprehensive
manner the profile of our typical, average customer due to the wide
variety of products we offer. Without a doubt underwear, from the
most basic to the most sophisticated, plays and important role in
the context of our product range because it enables us to reach
a very wide range of shoppers. The typical Julipet customer, for
example, prefers top-quality lisle cotton with elastic bands covered
in a fine knit sheath in order to ensure peerless comfort. Forniture
Militari by Ragno represents a complete intimate apparel concept
with a contemporary flair, embellished with contrasting elastic
band, presented in innovative packs which serve as lovely gifts. A
unique product I would have to say. When it comes to the high end
of the market, Ragno counts on Kontakt extra skin, an ultra-fine,
ultra-soft cotton that is wonderfully comfortable. And once again in
this case the pack is very sophisticated; it has been developed to
showcase the product’s intrinsic characteristics as well as those of
the entire product range.
Alberto Sciatti (Piciemme/Ceceba Bodywear) "The tree lines of
Ceceba Bodywear (Götzburg, Tom Tailor and Ceceba) offer enormous
potential when it comes to selection, excellent quality, service
and an extremely vast range of products, with a number of topselling
items that are never out stock. Basically, we are targeting
two types of shopper, a younger one with Tom Tailor and part of
the Ceceba line, and another more elegant, classic gentleman with
Götzburg. In the case of the latter collection and Ceceba there is
also an extremely technological component, with garments providing
thermal control specially designed for extreme sports and
mountaineering, products which can also be carried by sporting
goods stores, but featuring lower prices than the more famous
brands. Ceceba is a traditional sort of company, founded way back
in 1889; it has been handed down through three generations and
is the market leader in Germany. It is our hope that it will be able
to successfully break into the Italian market as well, attaining the
level of appreciation which it deserves. With the first collection presented
(spring/summer 2015) we managed to make our way into
fully 40 stores, but we are continuing to grow since the presentation
of the winter collection".
Kirsi Nousiainen (P.L.U.S./Omero) "Starting with the fall-winter collection
for 2015/16 Omero has decided to get involved in the men’s
sector, launching its like of men’s hosiery. Top-quality yarns and
finished work, in compliance with the Omero tradition: soft, comfortable
border at the calf and flat reinforced toes. Our typical average
customer is an adult male (35 years old and upward) who is
fond of dressing elegantly and with style, a man who at times wants
to indulge the whim of understated patterns. Frequently it is the
wife who does the shopping for him. In any case, the person doing
the shopping tends to prefer classic items like lisle cotton, makò
cotton, luxurious wool and, as mentioned, sometimes understated
patterns".
Agostino Trucco (Trucco Tessile/Alpina, Boglietti, Ghiro) "Our three
brands all feature men’s lines of pajamas, both continuative and
seasonal underwear, all boasting a range of various different products.
The target is a consumer over 30 years of age who is willing
to spend for a product made in Italy, which means with certain
fine fabrics and high standards. There are also those who are
looking for more functional garments, items for everyday use with
other characteristics. We offer everything that is not found in the
large-scale distribution channels and not low quality. The range of
products extends from functional pure wool for more mature gentlemen
to more fashionable fabrics with special fine gauges and
lisle cotton. Alpina features functional traditional intimate apparel
and there are numerous lines developed in a variety of different
style variations. It targets an older age group. Boglietti features various
fabrics and item descriptions; it has a higher prices and offers
more fashionable products, always keeping in mind the tradition
and time-honored legacy of the brand. Ghiro is the product for export
and offers six lines of fabrics and more luxurious natural fibers,
only a few style variations and products which are entirely made in
Italy. The price range in this case is higher. It caters to a top-level
market niche, also outside of Italy, boasting a particularly exclusive
pack design with communication projects. In any case we guarantee
quality and service whatever the price range".
Nemerio Barenghi (Liabel) "Our target is a mature one, not a trendy
sort of customer. Liabel is a multi-channel company, supplying everyone
from large-scale operations to its own stores and Internet
sellers. The specialized retail market is remaining steady compared
with the ups and downs of the market at large. The Internet share
is growing and we are the leaders when it comes to large-scale
distributors. The company constantly endeavors to expand and
improve its men’s range. A recent project is called Eco Life, featuring
the brand new New Life fiber, obtained from the mechanical
processing of recycled bottles and boasting low-impact expenditure
of energy. High-performance fibers are created which are suitable
for use in areas like intimate apparel for the world of sports or,
on the other hand, wool and warm cotton".
Paolo Carletto (Maglificio Corona/Lisanza) "The men’s division for
us represents a relatively stable and continuative area because we
put out a classic product. There are not a lot of peaks and valleys
and nor is there a great deal of growth. We have noticed strong
growth in the Arab market, while our best-performing country is
Germany. In 99% of the cases it is still the women who do the buying
for the men, with a growing share of sales being conducted online
from our website. The best-sellers are the models in lisle cotton
with V-necks and round collars, while through the winter months
sales continue to be good for the woo-silk blend items".
Stephan Hohmann (Hanro) "We can’t really talk in terms of an age
group, but rather a type of gentleman who prefers understated
luxury. It may be only a small percentage, but nevertheless and important
one. The gentleman who does his own purchasing is clear
about what he is looking for. Our collections are carried by stores
that sell primarily to gentlemen, clothing stores, large high-end department
stores. In Italy we have a particularly high percentage of
sales to men, fully 50% of our total sales. Among the best-sellers
there are the shorts in the finest cotton (Cotton superior and Cotton
sport) of the best quality possible, such as Giza and, above all,
Pima. We are also registering very satisfactory performance in the
area of loungewear, the new nightwear designed to also be worn
beyond the confines of the bedroom".
Lorenzo Giambruno (Linclalor) "B. Man is a brand that we like to define
as contemporary. We cater to a nonchalant sort of man who is
fond of keeping up with the world and eager to translate his tastes
in outerwear clothing to his pajamas and intimate apparel. Our typical
average consumer is a modern fellow aged between 25 and 50.
He shops by himself and tends to be interested equally in matched
and mix & match pajamas".
Silvia Zannier (Cotonella) "Our typical average customer is a classic
gentleman who is looking for comfort and a sense of well-being
when he purchases a product, eschewing frills and fancy ornamentation
as well as offbeat colors, focusing on a secure, quality