Emmeweb: Messori, ambassador of Made in Italy


The online journal of the Modena ConfederationThe online journal of the Modena Confederation

Messori, ambassador of Made in Italy

The company Fiorano 100 per cent export invoice.Among the new markets in Africa

It was concluded the Pitti Uomo, the international fair of reference for men's fashion. What are your thoughts on this latest edition and how do you see the evolution of the industry?
"The Pitti Uomo is certainly an important event for the Italian men's fashion though, I must say, that the last edition was below expectations and has certainly not reached the level of attendance at previous editions. This maybe due to the scheduling of the event: do start the show January 6 did not help the visitors' presence, both because it was too close to the holiday season, and because it coincided with the beginning of the celebrations of Orthodox Christmas and this prevented the attendance of many customers from Russia. Also taking into account the economic crisis, especially with regard to the internal market, there is much to hear. This year, the presence of foreign visitors was lower than in the past, but also that of the exhibitors, especially the textile sector of Carpi, and this is certainly a clear warning not to be underestimated. "

What do you see as the possible strategies to overcome the crisis that is hitting the textile?
'I think the best strategy is to focus on internationalization, especially for a product like ours, where it is "Made in Italy" make a difference because it stands for quality, style and attention to detail, so much appreciated by foreigners. For this we are aiming very foreign: our company is now 100 per cent export invoice. The internal market is now in crisis for years and has many difficulties: loss of revenue, growing problems in managing relationships with customers and suppliers. Of course, times are changing, those who were once emerging markets such as China and Russia are beginning to feel the effects of the crisis, and even the Arab markets, on which we have always focused and where we achieved excellent results, today, due to of strong social tensions that are doing a degenerate political situation in crisis time, are in great difficulty, as we're seeing with some of our major customers in countries such as Syria and Lebanon. And it is for this reason that we have gone into new markets those who, in my opinion, will be the new stars of world exports in the coming years. I refer in particular to Africa, in countries such as South Africa, Nigeria and Angola. Just in Angola we found great commercial potential: a market in strong growth and development, where the tailoring of product quality is highly valued and where certainly in the near future, we intend to invest by opening a boutique brand. "

What are your plans for 2014?
"Among the priority of 2014 is certainly to strengthen the new emerging markets. And to do this, in short, will open a store in Kazakhstan, a former republic of the Soviet Union, in the city of Almaty. This country, along with Azerbaijan, is becoming an increasingly strategic for us. Of course the success that we are experiencing abroad is not improvised, created by a painstaking work based on the constant search for high-quality raw materials, attention and the attention to detail and the professionalism of our tailors. And it is precisely on this point that we need if we want to differentiate ourselves in the market and compete with the competition. Do not forget that the Italian is still very popular abroad, especially from a specific target audience of customers who demand high quality products unique in style and design. "

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