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BOGGI MILANO, THE CLASSIC ITALIAN-MADE MENSWEAR, IS AIMING AT CHINA AFTER THE MIDDLE EAST
The added value for attaining success is serenity, the pleasant feeling of ease customers experience each time they enter one of the many stores around Italy and the world, thanks to a transparent price policy and a precise brand identity. This is the conviction of Claudio Zaccardi, managing director of Boggi Milano, a company specialising classic men's fashion.
Zaccardi, what are the characteristics of the Boggi label?
The fact of having a clear identity and giving customers a precise message; we are known for our excellent quality/price ratio, which makes customers feel at ease in our stores. This is due to the fact that our production is directed towards our sales outlets, with no intermediary figures who can contribute to increasing costs and therefore raising the prices of our garments.
How do you operate in foreign markets?
We have established a partnership with a Lebanese group, Azadea, which takes care of placing certain brands such as ours in large Malls with 200-300 shops all over the world.
Are there any foreign countries to which your exports are particularly directed?
The markets in which we are strongest right now are those of the Middle East (Lebanon, Bahrain, Kuwait and the United Arab Emirates). India is also giving us a lot of satisfaction and there are signs that we could reach comparable sales levels there in around 5-10 years.
Is there any market that perhaps represents a future challenge?
Without doubt China, on which we are beginning to work, starting with Hong Kong. Even though the Chinese market is known for its strong competitiveness, we are sure we will be able to do very well there, because what we are going to offer is not just a product but a concept. In our case, a dress sense cannot be imitated and is part of the culture and background of Italian-made garments.
Do you believe in the importance of outsourcing production?
In a situation such as that of Italy, if you don't outsource you’re finished. The costs are three times higher than those of other countries. Nevertheless, the idea remains that of a 100% Italian brand, above all because the “brains” are here, all the outerwear and the world of tailoring. We also try to give preference to Italian-produced goods, particularly textiles, using them whenever we can.
What sets you apart from your competitors?
According to me, the fact that we are one of the few Italian retailers: apart from us there is only Zegna, who on a global level, however, focuses on the luxury garment sector, whereas we have a complete cross section of customers, from the 18-year-old kid who needs a suit for a party to the businessman.
And what does the immediate future hold?
We are moving at full steam, with an immediate speed of change and increasingly ambitious objectives. The most important one involves a partnership experiment - franchising, basically - which we will be starting in Catania, Sicily.