DONDUP, GCDS, Sexùn, Autry, Filippo De Laurentiis, 120% Lino: are only some of the fashion brands that are part of the rich and multifaceted portfolio of Quadrivio Groupall Italian reality that has been present in the market of private equity and which currently manages 4 thematic and specialized funds that invest in the fashion sector, but also in those of the beauty, design and the Food & Beverage.
The strategy? Acquire brands already known to the public to make them grow worldwide, with careful financial choices, targeted investments, but also thanks to a Know How In all the different sectors necessary for the development of luxury companies, accrued in all these years. The latest purchase in the Quadrivio house, the last challenge taken by the Group CEO Alessandro BinelloAnd Twinset.
What did this brand have so attractive to you?
“It perfectly represents what we are looking for: we are brands manufacturers, and even if Twore makes important numbers and is already well known at European level, it has the potential to become even more relevant worldwide”.
At this precise moment, what is the magical recipe to increase the success of a brand?
«Today it is essential to target your potential customer very well: you have to have clear ideas, make him understand who you are, what is the style you propose. And make sure that in that style he can fully recognize himself. After all, brands have yet to be able to make people dream ».
The truth is that the fashion industry has been experiencing a period, for some years now, complicated, not to mention real crisis. A moment to which many brands are responding with a dizzying and unstoppable increase in prices. Is it still possible to make people dream, and above all the middle class, of which fashion seems to have completely forgotten?
«I believe that what we are experiencing is a moment linked to the general spending capacity of people, who only or in particular fashion is only affecting. The ultra-luxury has held up, all in all, but a fact is that there is less money, and at this moment people prefer to spend them to live experiences, to travel or play sports, for example, rather than to buy clothes or accessories. Fashion must be able to remain attractive and desirable: we have always thought that accessible luxury is the future. We believe in a fashion that has a correct, just and justified price, despite the inflation and increase in the cost of raw materials, which are undeniable. It is not that people are no longer dressed: we must intercept what they want and give it to him ».
People want experiences, as well as clothes. And he also wants them at the time of purchase in the boutique. What to do to make shopping more pleasant and satisfying?
«The customer must feel recognized in stores. The experience of the purchase must be as personalized as possible. Those who enter a store to buy something, also want to feel important, and above all perceive themselves as part of a communitythe one represented by the brand in question ».
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It speaks of accessible luxury, on the one hand, and dreams, on the other. But should dreams not be inaccessible?
«People don’t buy a brand because it is dear, and automatically for this reason they feel happy. There is no longer this need for demonstration of a certain cocal position. Customers are happy when they can be recognized in the dream that represents the brand they bought ».
Is there a light at the bottom of the tunnel for the fashion industry?
«Let’s say that if the road was up to date, now it is on the floor. In order for all those measures to return to the descent capable of restarting the economy as a whole. Fashion will recover when the economy will resume, in short. But it’s not just a financial issue: I also see a certain crisis of creativity ».
The portfolio of Quadrivio is made up of brand with very clear identity and style: Sexùn is boho-chicRomantic and sexy twinset, Filippo De Laurentiis represents the refinement of cashmere … Which “segment” do you miss, again?
“Sport action, the outdoor … but we also miss a pure luxury brand.”
Today all the brands follow, with slight variations, the same scheme: many collections and pre -colishes presented at the same moments of the year, more or less always in the same ways with scripts that repeat themselves, famous testimonials, social campaigns, collaborations … do not believe that today it could win those who proved capable of getting out of these dynamics and proposing something radically new and different?
“It has already been shown that it is just like that. But basically I believe that it does not only depend on how you propose things, but what they propose. New collections are needed, different, always at the forefront, even technologically. And instead, as I said, the crisis also concerns creativity ».
To this crisis of creativity it seems that the fashion industry is responding with the new creative directors: in September, during the fashion weeks, we will witness a large number of debuts to the creative direction of very important brands. Doesn’t he feel the need for “designer” for the landings of Quadrivio?
«I think the fundamental thing is to offer a product that works: when you sell a lot, you are a star. If you are a star and don’t sell, then there is a problem. I believe that young people feel less the charm of the famous creative directors: they are interested in a product that corresponds to them ».
Quadrivio is very focused on Made in Italy. What is its perceived value really today in the world?
«The concept must be split. On the creative front the perceived is still very high. As for production, however, many other countries are able to make excellent products, up to become competitive. Obviously our effort is to enhance Italy as much as possible, but at the same time we must be competitive, in terms of costs ».
Do you believe that the duties imposed by Trump can prove to be a big problem for Made in Italy?
«For us the United States is still a marginal market. But I think it is not a problem only Italian, that Italy will not face alone ».
How do you imagine the fashion industry in 20 years?
«Fashion must get busy, large economic investments are needed. I believe that the road is that of internarationalization and globalization: either we buy, or they will buy us. But Italy, in this sector, has nothing to envy to France. There will be increasing groups that will be increasingly protagonists, and we hope to be among them. I am optimistic ».
Source: Vanity Fair
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