Intimo più mare n° 218 | Gennaio 2020

ENGLISH TRANSLATION
BUSINESS NEWS (on page 34)
JULIPET
My Lifewear
Ettore Trucco, the AD of Trucco Tessile SpA, explained to us
the plans for relaunching the haut de gamme brand specializing
in men’s underwear and pajamas
Last October Trucco Tessile spa, a company specializing in
the underwear and pajama sector and the retail distributor
of the Alpina and Boglietti brands, acquired the prestigious
Julipet brand from Manifattura di Valduggia spa. With this
operation the Savigliano (50 km south of Turin) company,
established back in 1953 as an expression of the entrepreneurial
spirit of the brothers, Giorgio and Piero Trucco, intends to
increase by more than 600 its number of customers in Italy
and across Europe, improving its efficiency thanks to beefedup
product output, while at the same time acquiring a new
range of customers, people who are more brand-conscious
and concerned with product quality. Ettore Trucco, the company’s
CEO can explain the new situation and aspirations
much better.
Why Julipet?
This particular brand is clearly very well known and highly
though of in Italy and abroad, with 65 years of history under
its belt. The brand boasts a powerful identity, very clear positioning
and a rather loyal customer following. It obviously fits
into a product category in which our company already boasts
conspicuous specialization, although it occupies a significantly
higher market niche than the brands we currently deal with,
so this should enable us, on the one hand, to augment and optimize
our manufacturing capacity while, on the other, reach a
whole new range of Premium customers.
What is your strategy for relaunching the brand?
I can answer that in two words: gradual evolution. In this
regard the first message we would like to send the market is
that there won’t be any major upheavals, neither on the level
of style (the same design vision will be maintained) nor on
the level of quality and scrupulous concern with details (we
will only be working with carefully selected super-specialized
suppliers), nor on the level of packaging and communication
(because the image is and shall remain the key for presenting
in the best way possible the quality of our products), nor on
the commercial level (since we are maintaining the current
excellent team of sales reps who boast a vast amount of experience
and complete knowledge of the product).
What we will do is simply listen to the market and capitalize
on our patrimony of experience in order to try and gradually
better focus the product selection, while rendering the communication
more effective on the international level.
I can also let you know ahead of time that in 2020 we will be
launching an important press campaign in the major Italian
daily newspapers and via their portals where we will be presenting
to the public at large the new Julipet creative concept
developed by our Comunifashion agency. This effort represents
an effective synthesis capable of helping the public to
understand that Julipet is much more than just a nightwear
and underwear label, but rather a lifestyle brand that enables
the modern gentleman to experience those precious moments
of leisure and relaxation in comfort, with great style and character.
We are talking about sophisticated garments with lots
of personality, but first and foremost, as stated in our new ad
claim, wonderful loungewear: Julipet. My Lifewear.
What are the strong points of Julipet?
Qualitative excellence, comfort, attention to details and a
unique style that reinterprets the English tradition and minimalism
with the sort of creative flair only Italians are capable
of demonstrating. These strong points position Julipet right at
the top of the high-end range in the world of multi-label retail
sales, representing the key when it comes to developing brand
loyalty among customers in today’s competitive world.
It is our firm intention to reinforce and build upon there strong
points, introducing periodically onto the market exciting new
items which at this product level and level of communication
will render the brand all the more prestigious and desirable,
while remaining perfectly in keeping with the established traditions
and positioning of the brand.
How does Julipet fit in with the other brands handled by
your group?
The acquisition of Julipet has enabled our company to present
itself as a proven specialist in the area of men’s products
for our market segment, making it possible to reach that highly
coveted Premium segment of customers with which we
had had very limited contact previously. Indeed, the Alpina
and Boglietti brands target both men and women and aim for
a more mid- to slightly elevated range in terms of market positioning.
It will therefore be important to maintain a clear and distinct
identity for the brands in order to most effectively reach the
three different segments, reducing to a minimum any confusing
overlapping.
What are your goals for Julipet in the short and medium
term?
When it comes to nighttime intimate apparel the selection is
already rich and varied, so we will endeavor to maintain the
current structure of the collection, which certainly doesn’t
mean there won’t also be some exciting new items. Things
are different when it comes to the daytime intimate apparel,
where there will be a priority over the next several seasons on
augmenting the selection, with whole new families of continuous
and fashion products in a concerted effort to complete
the Julipet collection. By now the new technologies make it
possible to develop modern new products featuring even traditionally
luxurious fabrics and yarns. There will be no shortage
of smart, carefully targeted communication strategies
presented through the press in print form, as already mentioned,
but also over the social networks. We also intend to evaluate
collaborations on the level of design with other brands,