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BRIONI, ITALIAN-MADE STYLE THROUGHOUT THE WORLD
“A success story. Sixty-five years of consistency, based on Italian quality materials and excellent workmanship.”
This is the description of the Brioni Group in the words of Andrea Perrone, its managing director. We asked him about the strengths of the elegant men’s clothing company based in Penne, in Abruzzo, whose products reach the entire world. We also spoke about future projects and favoured foreign markets.
Mr Perrone, how did Brioni make its fortune?
By being different from other companies, who opted for outsourcing to increase their relevant niches. Instead, we believe the better choice is to invest in high quality materials and excellent workmanship, obviously committing to Italian-made products”.
What are the largest foreign markets you do business in?
Our company has traditionally focussed on the United States market, but it has opened up to Russia and the Middle East in recent years, as well as consolidating its existing position in the European Union. Just under a year ago we arrived in China, where we are working to consolidate our brand, especially for the Shanghai Expo. All of these openings have meant of course that we have had to diversify the clothes we offer”.
Are there unexplored markets which you are interested in?
“In South America, where we are in fact working on some projects to bridge the gaps. Just to give you an example, we are present in Mexico, but not in a large country like Brazil”.
How do you succeed against other competitors on a global level?
“In new markets especially, we can succeed with brand awareness, brand understanding, brand knowledge. The most apt example here is that of China, because Chinese clients who were already buying our clothes in New York for example, can now make our label a success in their country, knowing that our brand is a good one. This is why we have found very helpful landlords in Chinese cities who have made excellent locations available to us”.
What are the future challenges for Brioni?
“We are constantly working to expand the products we have within the collections, which are based on suits, ties and shirts. To do this we have introduced a whole range of accessories, from shoes to hats, to complete a gentleman's wardrobe.
A whole series of goods was produced, ranging from leather and precious jewels to the relaunch of a perfume from the archives, which was issued as a limited edition in 1959, to celebrate our 65th year in business this year.
This is also a way of testing the market, to understand whether our clients are prepared to not only wear our clothes, but also all of the other products which make up our brand”.