Intimo più mare n° 223 | Luglio 2021

ENGLISH TRANSLATION
“During the lockdown period consumption was focused
primarily on easy, comfortable products,” Raffaela
explained. “I feel we have moved beyond that
comfortable, easy style by this point. People want to
dress up to go out. Women want to put on makeup,
vaunt sensual high-heels and elegant dresses. They
want to be sexy again.”
This is the only beachwear collection featuring a total
look, suitable for wearing for any occasion, any
time of day The Cruise collection is luxurious, but the
Summer collection is also quite glamorous. It is dominated
by smart long dresses, perfect for wearing in
town as well.
“Working in a niche market represents an added value
at this point in time because it enables me to most
fully express the superior quality of my products
which, in turn, are an expression of the highest quality,
characterized by scrupulous attention to the details.
Moreover, all my collections have always been
distinguished by exclusive prints, probably because I
come from Como and have beautiful, original prints
in my blood!”
Raffaela D’Angelo has decided to implement a sales
strategy geared to reaching the world of omnichannel
commerce, in other words an approach integrating
brick-and-mortar sales and e-commerce.
“Our stores constitute an important patrimony and
we have been able to develop very rewarding close
relationships with them thanks to our excellent
agents. This is why we have no intention to compromise
all the hard work that went into building excellent
relations between us, our agents and the stores.
I’m also convinced that, despite all the talk about how
the future will be online, brick-and-mortal stores will
never disappear. To the contrary, they will be reconsidered
in a very positive light because after months
of isolation we are all in need of closer relations with
people, direct human contact.”
Brick-and-mortar stores obviously had to adapt to the
strictures of lockdown, social distancing measures
and changes in the way customers were dealt with.
“And, where possible, the manufacturers did their utmost
to support and help the stores deal with the difficulties
they were facing,” explained Raffaela. “And
now we are happy to report that the feedback we are
receiving from the stores is very positive: they are
selling and quite briskly. Our products are moving
very quickly, so much so that we are unable to satisfy
all the requests for restocked items. The most industrious,
ingenious boutiques are working especially
well, sending out invitations to their customers and
holding special events to more effectively showcase
our products.”
Raffaela D’Angelo has made the right choice when it
comes to her collections and plenty of exciting plans
and projects up her sleeve for the near future.
“The brand was in need of new impetus and directions;
it needed the stimulus of new markets,” explained
Raffaela. “We needed a partner who was
willing to travel abroad, someone with international
contacts and that’s what we are doing. We intend to
also position the collections in markets further afield
than Europe, places where not just swimsuits, but
also clothing plays a very relevant part in the scheme
of things.”
COMPANIES [on page 188]
AFS INTERNATIONAL
Toward the future
This family company, founded amost seventy years
ago and active in nearly sixty countries around the
world, has always looked beyond immediate needs.
And today, ably guided by the third generation of the
founding family, it is preparing tackle the post-pandemic
recovery.
The AFS International story began back in 1952, as
a family company on the brink of the bikini revolution.
Today the Campania company, manufacturers
of swimsuits and beachwear, is headed by the third
generation of the founding family. Company harmony
and family unity represent the guiding principles
of a highly successful business enterprise, always
looking to the future. Over the years the family has
grown and so has the work team, giving rise to exciting
new projects.
“We have always considered style as an indispensable
plus,” explained the general manager, Antonio
Severino. “Our creations represent a perfect synthesis
of stylistic experience, and intuitive flair for design.
These are our winning cards, along with the creative
panache of our outstanding design department.”
For nearly 70 years AFS International has been creating
collections of swimsuits, reinterpreting the
contemporary trends while focusing the design energy
on the needs and desires of real people. The
company is a leading player in the world of fashion
swimwear and beachwear in more than 60 countries
around the world. Throughout Italy it is represented
by an important network of agents and the collection
are available for viewing in two showrooms. What do
you think is going to happen in our sector in the near
future?
“This last year has inevitably necessitated certain
changes for practically everyone. I’m nevertheless
confident that there is a great eagerness to get back
to normal, along with a readiness to take action.