Intimo più mare n° 200 - Luglio 2015

ENGLISH TRANSLATION
new products, at least every fifteen days. It’s also important to find
new ways of presenting the, a consideration that is more important
than even granting reductions.” A well-operated store has savoir faire,
personality and a good assortment.
“The chain operations are not in a position to provide any consultation,”
he explained. “They’re efforts are limited to arranging the garments and
spouting a few key canned phrases. The added value of multi-label
stores is found in the ability to provide consultation, advice and skill.”
The first issue that has to be taken into consideration by a store is
the lighting, a truly essential factor.
“When opening a store one must go to someone who manufactures
and sells lighting fixtures,” he explained. “It is necessary to select
lights that provide a warm beam. Led lights provide only a limited
type of lighting. The products that we want to showcase should be
displayed on the right of an imaginary pathway, because usually
when people come into a store they start their tour of inspection on
the right. Then one must consider the height of the product displays:
170 cm. From the floor is already too high because at the distance
the average shopper has to strain in order to see and reach them.
At the entrance it’s important to create an engaging display of the
goods, encouraging entry and the likelihood or returning. Today all
the stores have an enormous selection of accessories, regardless of
the type of products they happen to carry. Well-selected accessories
with a good price encourage the purchase of other products as well.
Another important aspect meriting extra attention is the entry door.
“The percentages of sales depend to the tune of 50% on the display
window and the entrance door, he explained. “The dimensions of the
door are very important. It’s extremely important to avoid the effect
of a souvenir shop.”
Then, there’s the consideration of the economic investment.
“The budget is different for every store,” he explained. “It takes at
least seven years on the average to cover the initial expenses. One
of the fundamental concepts of Retail Staging is to consider a 7%
investment each year for improving the store.”
THE POINT OF VIEW OF THE MANUFACTURERS
Gianluca Piazzalunga (Parah)
The quality of the product is one of the top priorities when it comes
to our strategic choices. Our collections are made in Europe, except
for some of the leading lines, for which the entire process is carried
out exclusively in Italy.
It is our basic practice to concentrate all the production near Italy,
always stressing quality throughout every step of the manufacturing
process.
For us it is crucial to maintain the assembly process in Europe, while
the sourcing of primary materials, the cutting, the finishing operations
and quality control are carried out domestically in Italy, where we feel
we can count on the best skills in the world to guarantee maximum
quality, especially in the case of an Italian brand such as Parah.
The main reason for this strategy is to guaranty quality, remaining
in Western Europe (rather than resorting to the nations in the East).
That’s right. This is a choice which has also been dictated by a market
need, because we are strongly convinced that our particular market
position requires absolutely the highest levels of quality.
Gianluca Cresseri (Masquenada/Area B)
The new strategies which have been put into action since s-s 2015
by the Masquenada brand, strategies which make sense and will
continue to make ever greater sense, representing fundamental elements
for the development of a brand for the beachwear sector fall
basically into two important categories. First of all, they are intended
to guarantee an increasingly wide and varied selection, featuring
beachwear garments imbued with exceptional appeal, in other words,
genuine beachwear clothing items designed to be comfortable, while
offering flattering fits, easy to wear and boasting creative contents that
make them stand out from the other products in what is an enormous
market. Secondly, we have undertaken an ambitious social campaign
on platforms such as Facebook and Instagram, involving the partnership
of models/web influencers who are highly present and have
a vast following on these channels (for example, the Masquenada
spokes person, Alice Basso), with the goal of also involving the retail
stores in order to create a network that is both informative and very
prestigious when it comes to style and design, a network that is in
constant evolution, by means of ongoing exchanges of information,
tips and trends. These new and critical aspects of the business
are bolstered by the by now indispensable product characteristics,
such as the quality of the materials and the making up, combined
with scrupulous attention to the detailing. Without these exceptional
product features one would inevitably see the product fall into the
category of mass-produced goods, a market already dominated by
the large corporations, clearly not a winning strategy for an emerging
brand. Finally, in order to achieve good results in terms of retail sales
one must mention the commitment to supporting the retailers, both
in terms of presence, service and punctuality, as well as in terms of
keeping down costs, in such a way that the resulting partnership
works well for everyone involved and in terms of all the mechanisms
involved, in other words a winning strategy that is aimedat ensuring
growth for everyone.
Sabrina Tonti (Gruppo Intimo Italiano)
As for our company I can say we are continuing in a satisfactory
many to pursue the course taken to reinforce the relationship of collaboration
and partnership with our retail customers. In particular,
this last season we worked a great deal on the creation of qualified
spaces inside the stores. We have already completed projects of this
type both with large retail operations, such as Tommasini in Veneto
or Sacco in Sicily, as well as operations with smaller spaces, such
as for example, Gianna Lingerie in Florence where we, nevertheless,
set up a highly appealing shop-in-shop area. Bolstered by these experiences
which have led to important results, such as for example
a further improvement in terms of the retail sales, as well as a substantial
increase in perception on the part of the retail shopper when
it comes to the value of the store and our brand, we are determined
to continue implementing projects of this nature. Currently there are
other initiatives in the analysis and development phase with the aim
of qualifying our presence in stores in order to recreate the world of
Pepeta, not only as a mood, but also with its full array of products,
which begin with nightwear items and include homewear, beachwear
now also a modern collection of daywear. We are convinced, and I
would say that we currently have the proof to support this conviction,
that this is the best strategy for providing the product and, as a
result, also the stores, a new imprint which is more in line with the
demands and the evolution of the market, composed of consumers
who are increasingly savvy and enterprising.
Antonella Milazzi (Olivia/Maristella Mare)
With our Olivia and Olivia Gold lines we are trying to construct a
customized plan at the supply and delivery level with each of our
customers and retail outlets, offering them constant support during
the ordering and post-sales phases, either directly or through the
intervention of agents. For the summer of 2016, as with the previous
seasons, we have worked on turning out collections in a way that
keeps the needs of the retailers foremost in our minds, both in terms
of product assortment and the crucial element of fit. Fully aware of
the rapid changes in the realm of communication and advertising,
we have also begun publishing the news, the events and the images
which come into us from our dealer stores, providing a veritable
grapevine, so to speak, an immediate news service by means of our
social channels. Nevertheless, we firmly believe in the relationship
of trust and the communication of value in order to always be able
to offer maximum service.
Enzo Tatti (Maryan Beachwear Group)
For the last several years the Maryan Beachwear Group has been
offering customers in the Italian market two different models of
partnership, Brand Partner and Premium Partner. These innovative
formulas are available to all our customers, offering the possibility of
access to the Brand or Premium partnership programs based on the
number of collection and quantities purchased. According to these
formulas of partnership the partner is supported from the point of view