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ORCIANI WANTS TO BRING THE BUCKLELESS BELT TO ASIA
Belts, bags, leather processing. Orciani has been making fashion accessories the key to its success for over 35 years. In recent years the growth of the Marches based company has been in the main due to the Italian market, from which it earns a large part of its turnover of €10 million. But now Claudio Orciani, the companyâs founder and CEO, is looking increasingly to foreign markets. However, in this interview, he starts by going back to the company's origins.
Can you tell us about the origins of your company?
The history of a company always stems from a perception and from fortuitous circumstances. For me, it was 1978. I was twenty-three and I was desperately looking for a belt suitable for a young man of my age. So I decided to make one, using a piece of leather I got from a shoemaker. A female friend of mine, who had a boutique, liked the belt so much that she spurred on to make another. I looked at the calendar and never forgot that date; it was January 15, 1979.
What are the values that inspire you?
The dynamism, unconventionality, creativity and excellence of the raw materials, and a passion for quality craftsmanship.
What does "Made in Italy" mean to you? And what does product quality mean?
First of all the term "made in Italy" is a guarantee seal which stands for quality. And it's a case of quality at all levels of the creative and manufacturing process, from the choice of raw materials to an attention to detail and workmanship, and this also includes design, research and testing.
What is the company's presence on the international markets?
Our core market is in Italy, but we're getting increasingly closer to the international markets.
In which markets would you like to begin trading and in what way? Which do you think offer the greatest potential at present?
Naturally, we want to expand our presence on the Middle Eastern and Asian markets (China and Japan), but also in Russia and in the former Soviet Republics, despite this difficult time of conflict. Then we're looking towards the United States, where the Orciani brand currently caters to a niche clientele, and where there are opportunities for growth.
What, according to you, is your flagship product right now?
In our sector, it's leather accessories for men and women. We're focussing in particular on men, with the Nobuckle belt, a revolutionary article, with no buckle, no size, no season, one which adapts perfectly to the waist of whoever wears it and that has one outstanding feature - that of not setting off metal detectors. For the woman, on the other hand, we have designed and produced Eva, an essential fashion and glamour bag. A soft postina (messenger) bag, with leather handles, chain and an interesting overlapping of different materials in the same range of colours.