Archived forever, hopefully as soon as possible, the lockdowns, on which brands will consumer choices fall? Will there be drastic changes in shopping habits and tastes? Simona Clemenza, who arrived at the helm of Aspesi a few months before the outbreak of the pandemic, is convinced that the brands with the strongest DNA and which have made the most consistent choices with their history will have an added value, after a year lived more in digital than real mode.
History, quality, recognition
“In 2020 we focused on studying the archives and our history, on what should never change and on what instead needed to be innovated – explains the CEO of Aspesi -. The brand is famous for the quality of the fabrics and the recognizability of the prints, which have always added a touch of eccentricity to minimalism, to the understatement of outerwear. Lawrence Steele, creative director since November, is working on this DNA ».
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Europe and China united by omnichannel
In 2020, e-commerce, completely internalized, grew by 30% and is now worth 10% of revenues, but investments in physical retail continue: the Madrid boutique was relocated in March in Calle Lagasca, next to the most important international luxury brand. The Verona mono-brand store has just been inaugurated in Italy and the one in Saint Tropez will open within this month. “Outside Europe we look to China, where everything has accelerated, as shown by the recovery from Covid – explains the CEO -. Until a few years ago Aspesi could have seemed far from the tastes of Chinese consumers, due to its essentiality and the absence of obvious logos. That phase is over, the market matures very quickly and we want to be there. Today with an online presence, tomorrow in the wholesale channel, because quality multi-brand brands are also emerging in China ». In the immediate future, Aspesi will make itself known on the Chinese market, “sowing on WeChat and Weibo,” says Simona Clemenza. An agreement is also expected with Farfetch and the opening of an Aspesi store on the T-Mall e-commerce platform by next September.
Soon also junior clothing
The focus will remain on clothing, but in the future there will be news on accessories and other product categories. The definition lifestyle brand it is almost perfect for Aspesi, which in over 50 years of life has dressed generations of the same families, despite cultural and social changes. «Precisely for this reason we would like to expand the junior line – concludes Simona Clemenza -. The capsule presented in 2020 was a great success ».