In Italy sales are made in 200 shops, monobrand and shop-in-shop and also 2,500 multibranded shops. What is your strategy to penetrate the European market? Results from the European market are very encouraging. In the first part of 2016 we achieved a rise of 10%. We are very happy with this, also considering the difficulties of the Russian market where, despite the problems, we are holding positions.
Will you be using e-commerce to sell the NeroGiardini product on line? We have decided not to sell to e-commerce platform. This decision was taken primarily to protect our retailers and the value of the brand. Due to the Made in Italy production, we are able to provide our repeat order service to replace e-commerce and help our retailer/partners. In the future if we decide to sell online, this will be directly with our own platform which we will run and control fully.
What do you think of your company product? Fashionable, trendy collections, technology, artisanal process and Made in Italy product are the values that underpin our mission. NeroGiardini collections appeal to all ages and style preferences, they
offer a wide range from fashion to glamour and traditional lines. We give great emphasis to materials and colour research and our collection are always up to date fashion-wise. Our collections are casual and dressy at the same time and can we worn for occasion, but also for every day wear.
How many people do you have currently working for the NeroGiardini? We currently have 2,600 people working in NeroGiardini Group. 350 in the Monte San Petrangeli HQ. The rest in our 18 factories in the production network.
NeroGiardini is also investing in educating new workers to learn skills. How will you be able to substitute the older experienced worker which slowly will reach the pension age? We are the first factory in the footwear sector in Italy to invest in skills for our new workers. We provide education courses for our new workers to learn the necessary skills at private institutions. We also provide jobs in our factories to young people coming out from these courses. Twenty two workers graduated from the courses in the last two years and they are all
Enrico Bracalente, CEO, NeroGiardini
now employed in our factories. Study and Formation (a 2 year course) is held in the Centro di Formazione Professionale Artigianelli-Don Ricci di Fermo. In March 2015, a third course started with 14 students; last September a fourth 3 year course began with 15 students.
Any plans for the UK market? We want to grow season after season, making the consumer more aware of our product and our philosophy. At the moment we have an Area Manager who is helping us to create a sales network throughout the UK. We will also have a sales force that will be able to promote our company/brand to our customers on a daily basis.
Contact details: Marco Beltrami:
marco.beltrami@
nerogiardini.It Cheti Zago:
cheti.zago@
gmail.com
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