Intimo più mare n° 200 - Luglio 2015

ENGLISH TRANSLATION
selection of natural materials, even for the packaging which is all done
by hand and very carefully by Anita Mancin and Antonella Bisagni,
the head designers who are also personally for the lovely prints, as
well. We started last year and we are extremely concerned with our
image, dealing exclusively with qualified retailers, i.e. top-end stores,
providing them with collections distinguished by excellent quality
and fit, also guaranteed by the strategy of offering differentiated cup
sizes. We feature three different lines: Justmine, Justmine Feeling,
catering to sophisticated, young women who also understand the
allure of one-piece swimsuits, and Bye Bye Mary, the young and
colorful brand which, nevertheless, also features differentiated cups.
Gianni Furini (Hanro Italia)
For a good many years Hanro has been implementing strategies
intended to significantly increase customer service, striving, above
all, to be prompt and timely when it comes to supplying reorders.
It is no coincidence that over 70% of our core business in Italy has
to do with continuative models, both for men and for women. In
Italy we closed 2014 with a very gratifying increase of 12% in sales
(two and one half million euros). The figures this year up to 15 June
are equally positive; indeed, so far we have actually surpassed the
numbers for 2014. When it comes to orders placed for the upcoming
winter season, we have surpassed f/w 14-15 by a whopping 30%.
In Italy sales are equally divided between men and women, while in
the rest of the world the percentages are 65% for the women and
35% for the men, although here as well one is seeing clear signs of
growing interest in the men’s collections, with the numbers tending
to approach those in Italy where this the men’s division has long
been as important. In a market where there is basically no growth
our performance definitely goes against the prevailing currents and
this gives up plenty of reason for hope. We are growing in directdistribution
channels as well, with shops, corner and shop-in-shop
operations, in large department stores like Rinascente and Coin, where
we are present with our specially designed spaces, often tended by
our own well-trained sales personnel, but always distinguished by a
powerful image. Where the stores are located in cities with a strong
metropolitan identity we have had very positive results, in keeping
with the performance of Hanro throughout the world, present in the
major department stores. Beginning with the upcoming winter season
one will see a major reinforcement of the merchandising service. The
customer stores will be provided with highly innovative materials and
props, very exclusive items designed to support and enhance the sale
of basic, this is seasonal products. This service will be extended to
some 50 customers as not all of them have enough space to properly
display the items, generating a completely different image from what
one has become accustomed to in the past.
Lorenzo Giambruno (Linclalor)
Linclalor intends to establish partnership relations with customers in
a position to recognize and showcase the quality of its fine creations.
The company plans on selecting the customers who are best able
to fall in line and execute their part when it comes to the company’s
development projects, in particular, the distributive upgrading of the
Bisbigli brand.
Enrico Mascia (Lisanza)
We cannot yet talk in terms of genuine partnerships, but rather efforts
that have been under way since last year (for the time being) with
a limited number of interested customers (thanks to considerations
such as loyalty, positioning, size or various other criteria we happen
to consider important); we are endeavoring to collaborate in order to
improve the visibility of our collection in the stores. This collaboration
manifests itself in efforts to effectively display windows, hold a few little
events and fashion shows in order to reward and show our gratitude to
special, loyal customers. This has been a well-received policy which
is already bearing fruit in terms of building greater customer loyalty.
ON THE PART OF THE RETAILERS
How is the retail community dealing with the current changes taking
place in the area of distribution? Here are some worthwhile, interesting
points of view and observations.
Giusi Camuncoli (Le Perle, Monza)
Nowadays it’s absolutely crucial to establish a relationship of close
collaboration with one’s suppliers. Indeed, this consideration is so
important that when selecting suppliers, our choice is not exclusively
based on product features, but rather the manufacturer’s policies and
abilities when it come matters like availability of warehoused products,
exchanging and returning products, willingness to collaborated when
we decide to hold the sort of special events we often present in our
store. This latter consideration is decisive as far as we’re concerned
because we believe firmly in creating events with the individual
manufactures even though we happen to be a multi-brand store.
Another aspect which is just as important to us is flexibility in case it
is necessary to reach agreements of an administrative nature. For out
part we have always shown ourselves to be reliable, dependable and
loyal, especially when it comes to repeat orders. In situations where
we don’t deal directly with the manufacturers, but interface through
agencies, we find it is extremely important to have human relations
based on trust; often one is able to develop relations of absolute cordiality
and empathy, above all with industry member who have been
working with us for a number of years in the sector. Frequently the
heads of sales and other employees of the manufacturer want to get
to know us and actually come to meet us in the store. It’s increasingly
important both for them and for us to cultivate a live exchange of
ideas and feedback, discussing new sales strategies as we are the
direct interlocutors with the retail shoppers themselves. It is becoming
increasingly common in recent years compared with the past for
the manufacturers to take an active interest in collaborating with us;
one establishes an excellent relationship, often involving co-marketing
intiatives and various sorts of partnerships which is always a welcome
development. We believe firmly in the new technologies and so we
will eventually be selling online. For the time being we operate our
own website (www.leperlemonza.it), subscribing to Face book and
Instagram which both help us to become better known and increase
sales, proving to be highly useful, indeed, indispensable tools. Despite
the fact that these technologies are clearing very helpful, there still
remains a large segment of our customers who, perhaps due to the
type of product we carry, prefer to come into the store personally in
order to benefit from customized consultation right in the dressing
room. Being an established and reputable business, highly professional
and friendly are essential for us and our cherished customers.
Nadia Gagliardone (Gagliardone, Saluzzo)
Coming up with strategies and possible partnerships has been a real
jolt, coming rather like a bolt from the blue. Of course, it’s something
we have wondered about a lot over the recent years. At a time
characterized by a drop in energy and enthusiasm like the current
period, feeling like one has tried absolutely everything, trying to think
up new strategies and collaborations strikes me as a positive sign for
the future. We all need to push ourselves more in order to think of
some new options, new ways of doing things, perhaps together with
the manufacturers, with our suppliers. Considering the idea of partnership
initiatives with the manufacturers, a variety of ideas suggest
themselves. One could, of course, work on discounts based on what
a store spends, the option of exchanging goods during the course of
the season (even two times), a service that is accorded by only a very
few manufacturers. It could be very helpful, indeed, when it comes
to promoting retail sales. And, finally, the ability to return items at the
end of the season, where this is possible For example, this solution
works very well in the case of children’s clothing, optimizing retail
sales for a given market situation. For the manufacturers this would
obvious involve an expense, but they could charge a little extra in
order to include the option of this type of service. It’s extremely important
to monitor the market during the course of the season, each
three months instead at six-month intervals. The need to exchange
products sometimes arises due to micro-trends and, while the chain
operations are in a position to respond practically in real time to these
phenomena, our sector can’t manage to. At this point in time the
market is in evolution and the changes are happening so quickly, also
due to the influence of the various social networks. Despite the fact