Intimo più mare n° 216 | Luglio 2019

ENGLISH TRANSLATION
If I’m happy with the progress of the design, at that point I
make arrangements for introducing the new brand into the
Boudoir di Lola. There are numerous brands that contribute
to the vast selection that has been featured in the Boudoir for
many years. If a brand manages to maintain its standards of
quality and style in its collection, I remain loyal to it. Another
problem that can lead me to abandon a brand is its availability
online. If the collections of a certain brand are easy to find
over the Internet (typically with an enormous assortment of
models, colors and sizes, in addition to extremely competitive
price points) I discontinue my commercial relationship
with that brand. In the final analysis, however, one must never
forget that the final arbiter, the court of last resort in terms of
which brands should continue to be carried by a boutique is
composed of none other than the shoppers themselves, the
women who come into the store, check out the collections, try
things on an decide what to buy. Naturally, the product selection
of an exclusive store like Boudoir de Lola would not be
complete without the most beautiful Italian collections, such
as Parah and Ritratti, to name just a couple of the most outstanding
representatives. Focusing on products which have
been made in Italy is still a guarantee of quality. These collections
are completed with those bearing my boutiques own
private label, Le Boudoir de Lola, items that are manufactured
in Florence. I am also very proud and delighted to be able to
work in close contact with Clara Rossi, where they listen carefully
and place enormous importance on the desires and comments
expressed by the customers, feedback relative to the
models, styling and colors. People like me who work in retail
stores are able to listen to and observe the customers as they
try on the various models in the dressing rooms and thus relay
the knowledge we have gained in the field, so to speak, to the
manufacturers, giving them an opportunity to customize, improve
and adapt or even completely overhaul their collections,
which display excellent quality and have been made with great
passion by consummate craftsmen. Deciding to launch a collection
bearing the name of the boutique is another way of
countering the strength of the Internet, thwarting purchases
via that channel. For us retailers it’s impossible to compete
with the prices and selection shoppers are able to find online
and, unfortunately, our stores have been relegated to the humiliating
role of serving as dressing rooms for online sites. The
only solution is to offer brands that are not available over the
Internet and create completely different and more stimulating
retail experiences from the sterile conditions experienced
when shopping online. For example, in my Boudoir boutique,
customers are received exclusively on an appointment basis
in a relaxing lounge area where they are invited to enjoy
champagne and coffee, accompanied by delicious cookies,
chocolates and cakes. All alterations are absolutely free and
customers always get a 10% discount. The Le Boudoir de Lola
collection is found exclusively in the store and has been customized
to the hilt.”
KATHRIN HÖPTNER
HÖPTNER-GERMANY
Kathrin Höptner works in the boutique bearing her last name
in Kirchheim/Teck together with he mother, Ingrid. Ms.
Höptner also has a bounteous very up-to-date website featuring
the latest new product developments, trends and advice
for the season.
«Our principal source of inspiration comes from the specialized
fairs in Europe, especially Paris,” she explained. “But the
initial ideas from the trade journals, like Die Linie and Textilwirtschaft.
This way, before even getting to a fair, we already
know what the new colors will be, the trends and the hot new
brands. We have a series of core brands that represents the
principal selection offered by our store, but each new season
we introduce a few new lines, just to keep the shoppers interested
and on their toes. For the summer of 2019 we discovered
at maredamare a number of extremely interesting italian
swimswear brands. The list of Italians already represented in
our boutique even before attending the fair in Florence, included
names like U&B Twin-Set, Pepita/Táta and Iconique.
Outstanding among the distinguishing product characteristics,
the ones that most impress us are, first of all, the quality
and fabrics, then the sizing, the prices and the fashion content,
which in the case of the Italian collection is always conspicuously
present. It’s even better if a brand is handled by good
agents with helpful go-to people available to help solve any
problems.”
GEORGIOS LESSIS
ELLE UNDERWEAR-GREECE
Georgios Lessis began working in the underwear sector with
the opening of an initial store in Athens back in 1996. By 2002
he had opened a second store. In 2012 he began acting as a
distributor of Italian, Spanish, Dutch and French brands.
«I have already attended the fair in Florence several times,
both in the winter and summer, primarily in order to find
something new and exciting,” he explained. “In particular, I’m
looking for nightwear and pajamas, but most of the collections
feature models that are too heavy for the Greek climate. The
ideal fabric for pajamas is micromodal. I am currently selling
Osé hosiery, Gary pajamas and Antigel beachwear as well as
Lise Charmel, PrimaDonna, Moontide and Anita. I specialize
in collections featuring large sizes and differentiated cups.
The Italian collections are very fashionable, but fail to offer
the sort of sizing options (large ones) I’m looking for.”
Regarding the italian collections, though, i do very much admire
their style and fashion content. The most important
season where I’m from is obviously the summer and lots of
clothing stores also carry swimsuits, but without being able to
offer the know-how and skills of a specialized boutique. One
of my two boutiques is near a seaside town where lots of people
have a second home where they spend the entire summer.
This store was the first to be opened, but both boutiques carry
the same brands. I have a loyal customer base, but they used to
spend more and didn’t seem to worry about prices. Now they
can no longer buy everything they want, always very keen on
finding quality and style, but for even lower prices.”
ELENA ANTONIADES
FOGAL-CIPRUS
Elena Antoniades is the owner of Fogal in Nicosia. The store
has been in business since 1995, selling hosiery, lingerie and
beachwear by Maryan Mehlhorn, Charmline, Lidea, Watercult,
Furstenberg, Banana Moon, Eniqua, Agua Bendita, Solosole,
Pholya, Luna di Giorno, Antica Sartoria, Milk&Honey,
Camomilla, Club Voltaire, Maryplaid, Rebell e Pastunette,
Fi.Da nightwear and Marjolaine. It is located on Stasikratous
Street, among the flagship stores of the major brands, big