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ENGLISH TRANSLATION<br />
of the market, 5% is represented by the genuine innovators,<br />
firms whose pioneering efforts are backed by long years, often<br />
decades, of experience. Thanks to qualities such as audacity,<br />
however, the fine line dividing success from failure is often<br />
vague. Only those businesses with the right numbers can hope<br />
to achieve success. Up until this point we have been happy to<br />
persevere in the innovative course which we pursue together<br />
with partners who believe in the instinct of our creations.<br />
What are the three pieces of advice (or simply key words) you<br />
would pass on to the boutiques of tomorrow? They are based<br />
on the sort of timeless values that endure through the seasons:<br />
fit and comfort, in order to establish a sound relationship with<br />
one’s own base of customers. Innovation for ensuring that the<br />
selection is always right in step with the times, avoiding any<br />
signs of obsolescence. And, finally, service, crafted around the<br />
needs of the customers, even anticipating and going beyond<br />
the requests actually expressed by the customers themselves.<br />
What sort of beachwear products are you showing for 2018?<br />
For this collection as well the inspiration has been drawn from<br />
a travel theme. This year the destination was America. Once<br />
again it will be a collection that invites exploration, featuring<br />
the introduction of new materials and bewitching details.<br />
BIOGRAPHY<br />
Originally from Italy’s Veneto Region, Cristina Ferrari has<br />
a degree in Foreign Languages and Literature. She lives in<br />
Milan, where she focuses on matters associated with the production,<br />
promotion and marketing of the Fisico brand. Back<br />
in the early 90’s she created the first Fisico beachwear models,<br />
drawing inspiration from a trip to Brazil, whose beguiling<br />
moods and raw physicality she managed to translate into her<br />
creations. The brand celebrated its twentieth anniversary<br />
with a collection that recalls these vibrant carioca themes.<br />
MARGHERITA MAZZEI<br />
How would you describe the ideal selection of products for a<br />
boutique specializing in under- and beachwear? Consumption<br />
patterns are evolving and tending toward greater specialization.<br />
An ideal boutique selling the products in our sector should<br />
carry a varied selection of products, featuring at least two<br />
essential types of products.<br />
First of all, one<br />
would want to see the<br />
inclusion of the latest<br />
generation of shaping<br />
products, items that,<br />
in addition to being<br />
extremely comfortable,<br />
boast a generous shot<br />
of sensual allure. Plus,<br />
they obviously have to<br />
appeal to a wide range<br />
of diverse shoppers.<br />
Secondly, the intimate<br />
apparel boutiques have<br />
to carry special products,<br />
items that stand<br />
out from the rather<br />
anonymous mass of<br />
products carried by the<br />
chain operations, the<br />
sort of basic goods that<br />
Margherita Mazzei<br />
satisfy less discriminating shoppers. This is why a boutique<br />
must always endeavor to carry top-quality brands in keeping<br />
with their exclusive image, items capable of conveying the distinctive<br />
image of a top-drawer store. A great deal of attention<br />
must therefore be devoted to finding exciting prints, stunning<br />
accessories and fine craftsmanship, excellent embroidery<br />
work and everything else capable of imbuing beachwear with<br />
a unique flair, thwarting any risk of predictable standardization.<br />
What direction can be detected by analyzing sales trends and<br />
market performance? We are currently finally emerging from<br />
a worldwide economic crisis which is dramatically altering<br />
shopping patterns. Women are much more demanding than<br />
they were just twenty years ago. They are looking for more innovative<br />
products and have become quite savvy experts when<br />
it comes to beachwear and intimate apparel, relying heavily on<br />
established brands they can trust. The retailers have to carefully<br />
select their brands, eliminating the weak ones and being<br />
sure to also feature more special ones distinguished by greater<br />
sophistication, both in terms of materials and technical innovations<br />
and breakthroughs.<br />
What are the three pieces of advice (or simply key words) you<br />
would pass on to the boutiques of tomorrow? Sophistication,<br />
staying on top of developments and distinguishing oneself<br />
from the competition. This requires more than just the right<br />
products, it also means implementing initiatives and, to the<br />
extent possible, holding events such as theme-based cocktail<br />
receptions, taking advantage of the social networks, inviting<br />
the fashion bloggers capable of creating buzz, making videos,<br />
stimulating customer involvement in a transversal manner, i.e.<br />
appealing to different generations, both mothers and daughters.<br />
The realm of the social networks constitutes a vast universe<br />
well worth exploring and trying to understand. It can be<br />
very helpful in quite practical ways<br />
What sort of beachwear products are you showing for 2018?<br />
We will be featuring that magical Latin and Mediterranean allure<br />
both for the Parah collection as well as in the Margherita<br />
Mazzei line. The flamingo theme has been revamped and imbued<br />
with a glam flair to which I added my own personal twist.<br />
The key concept with our collections is still mix and match:<br />
the items in all the various lines in the collection maybe creatively<br />
combined for original effects. It’s up to each individual<br />
customer to define and customize their own beachwear style,<br />
an approach that can also be applied to create lots of playful,<br />
summery little holiday looks by just adding the right accessory.<br />
BIOGRAPHY<br />
Neopolitan, multi-faceted, long part of the fashion worlld, first<br />
as a model and then in 1997 as the founder of her own brand,<br />
quickly establishing a name for itself as a sophisticated look,<br />
boasting a conspicuous levelof fashion content.<br />
Having accumulated a wealth of experience working as a<br />
fashion designer with the most important manufacturers in<br />
the industry, she is currently working as the art director for<br />
Parah, as well as devoting time to a personal project, District<br />
Margherita Mazzei.<br />
JERRY TOMMOLINI<br />
How would you describe the ideal selection of products for a<br />
boutique specializing in under- and beachwear? We produce<br />
three collections catering to as many well-defined different<br />
target groups. We are capable of giving rise to the indispen-
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