Even the most ethereal laces are made up of a dense intertwining of threads. Threads that alone will never be as beautiful as their weave. In the delicacy of a lace, an element that has always characterized the Ermanno Scervino style, there is also its strength: that of a company that has always believed in the importance of networks, contacts and creative intertwining.
The story of Ermanno Scervino begins in 2000 in Florence, from the meeting of Ermanno and Toni Scervino, respectively the creative and entrepreneurial soul of the company. Twenty-one years later, the brand is loved around the world for the precious craftsmanship of its creations. «Ermanno has always loved luxury, and for him luxury is Italian originality – explains Toni Scervino, CEO of the company -. Our products are capable of transmitting the wisdom of the hands that created them. And a garment made like this stands out from the others already when it is hung. Shortly after forming the company we realized that we needed this manual skill and we started to acquire companies of excellence in our territory: first one specialized in embroidery, then a knitwear factory, then a couture workshop, and in 2015 a jeans shop. . We have gathered everything in our pole in Florence, and this gives us great advantages: if in the morning we think of trying a new cashmere, in the afternoon we already have the champion ».
Loading…
And even if the pandemic had forced to literally turn off the lights of the manufacture, the deep bond with the territory, the proximity, proved to be crucial: “When there was the lockdown, being in Florence allowed us to keep all the contacts with companies in the districts of Prato, Empoli, Santa Croce. We were thus able to continue research and experiment with new leathers, embroideries, fabrics ». A different, condensed time that paid off: «We have decided to work even more on creativity – continues the entrepreneur -. It worked, as shown by the excellent data of the sales campaigns, both those of 2020, which we conducted remotely, and that of February. International buyers, especially Chinese, Korean and Japanese, have recognized our renewed creativity. But we are especially pleased that the Italian buyers, the most cultured and at the helm of the most beautiful shops in the world, have also appreciated it. Abroad – continues Scervino – today the desire for this true Italian quality is widespread. For us, the Russian market remains very important, Korea and Japan are doing well, but we are growing especially in China, a market that for us has never experienced a decline, not even in 2020. And which this year has already exceeded the sales of the 2019 “.
With a distribution of revenues almost equally divided between wholesale, direct retail and franchising, sales were also supported by the digital channel: Ermanno Scervino has long had an e-commerce, active in 100 countries, and investments are necessarily increasing in this too. front. “During the pandemic, digital showrooming helped us a lot, especially through videos: the models wore our creations and you could almost feel their texture,” he notes.
The future, however, does not only foresee developments in technology, but also in the real economy: “The larger companies must support the smaller ones, to allow them to grow and maintain their creative contribution, which enriches everyone – adds Scervino – . And there is a very important aspect to consider: training. Take for example the seamstresses: the Italians are the best in the world, but it is difficult for us to find young people who want and know how to do this so precious job. Unfortunately, our country has not promoted the value of these works with enough commitment. We have to catch up, before it’s too late ».