COMPANY PROFILE
Q&A Cheryl Taylor, Editor,
talks to Attilio Attilieni, President of Lelli Kelly
I would be grateful if you could please tell us about your company. Firstly, when and where was the brand Lelli Kelly was launched? Lelli Kelly was launched in Italy in 1992 and after that it was exported and established in many countries.
Where is Lelli Kelly’s Company Head Quarters based? Where/in which countries do you manufacture? Our HQ is based in Italy. We manufacture in the Far East, Italy, Spain and Eastern Europe.
Which countries do you distribute to? We distribute throughout the European Community, USA, South America, Australia, New Zealand Hong Kong and China.
What’s the story behind the brand? The Lelli Kelly brand was created to design shoes that appeal to girls up to ten years of age, taking account of their preferences for colours and feminine style rather than adult preferences.
What do you think sets your brand apart from the rest? The fact that we follow girls’ tastes and fashion preferences, without trying to impose styles upon them that are older than their age.
I understand that you now have a Lelli Kelly school shoe range? Has this range received a good reception in the UK? Yes, the Lelli Kelly school shoe range for girls has been well accepted in the UK and Eire. Our customers liked the collections and appreciated the quality. It was a challenge to make durable shoes using soft premium nappa and patent leather.
How you market your products? We mainly use television and fashion and celebrity magazines.
Any famous customers that you would like to tell us about? Various magazines showed images of Paul McCartney’s daughter wearing Lelli Kelly shoes a few years ago, as well as Heidi Klum's daughter, Mel C's daughter, Jennifer Garner and Ben Affleck's daughters, Tom Cruise and Kaie Holmes's daughter, Puff Daddy and Steven Gerard's daughters.
Any good news you would like to share with the UK footwear retail trade? The good news is that we are focusing in selecting the best UK Independents and giving them priority, avoiding discount chains to respect the trade. The launch of the new "Magiche" project will drive consumers to our customers shops in spring 2016.
And the next step? Any plans for the future, new lines, etc? There are two important next steps: the first regards the introduction of our new Lelli Kelly boy’s schools shoe range, made from the best soft napa leather. As with our girl’s school shoe range, we use all the best and strongest materials. The boy’s school shoes will be in the shops starting from next August 2016 and will obviously have a boys brand name.
Last but not least, will be the launch of a Lelli Kelly new conception shoe named "Magiche" which, in italian, means "magical". So named, because these shoes are so stretchable and unbelievably flexible - as if by magic - rather than related to the technology. The launch is due to take place in Spring 2016 with a strong television campaign that will start in April.
"Magiche" is a registered trade mark and the whole package of advertising, including the spot, is protected by copyright.
How does the Footwear Trade contact you? Justine Biggs: -
justinebiggs@yahoo.co.uk Mike McGeown: -
mike.mcgeown4@
virgin.net Andrea Splendori: -
asplendori@gmail.com Luca Casotti: -
clag61@gmail.com
Further information visit:
info@lellikelly.it -
www.lellikelly.it
12 • MODA SUPPLEMENT
• FEBRUARY 2016
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