A great old man like Lamberto Maffei argues that young people, with their gaze, give us the certainty that “there is a future to be reopened urgently”. It is this necessary speed of a rethinking in support of the restart that animated the final panel of the Luxury Summit. A space reserved for the new generations and their perspective on made in Italy.
The manager becomes tutor
“Young people pay much more attention to how and where a product is made. There is a tendency to buy less, but to buy better, perhaps spending a little more for a garment destined to last not a single season ». Speaking is Carolina Cucinelli, second child of Brunello Cucinelli, just 30 years old of which 11 spent in the company, in the Solomeo headquarters, dealing with communication, marketing, product and Brunello, her father. It strongly emphasizes sustainability as a key to the new. Respect for the planet is a prerequisite for the under 30s: when they turn to a luxury brand, they demand it.
Loading…
«For us, the green commitment is both crucial and taken for granted. We like to talk more about human sustainability, which affects many sectors, in addition to the environmental one. Being able to give the right value to working hours, to our time, to the way in which it is spent, to places, to relationships, even in small things. For example, fewer emails and more relationships in the company, even just by getting up from your desk to talk to each other in person “.
This is part of the way of understanding the generational transition, not only on a personal level, but on a managerial level: «Already as a family we form a small team and work as a team with very competent people of different age groups. There is a pact that is made within our company: upon reaching the age of 60, the senior manager of any area becomes a director, to assist and support his junior in becoming the manager ».
Small is beautiful (and flexible)
If the future is not a bet, but a vision and we are starting to build today, especially in fashion in the aftermath of a dramatic crisis, there are revolutionary business models for their gradualness. Growing without haste and a long-term project are the two formulas on which Carolina Castiglioni, designer of Plan C, insists, a personal and family project, born after the experience of Marni (founded in ’94 by her mother Consuelo), and shared with the father Gianni, brother Giovanni. “And with my daughter, who is now 7 years old! It is no coincidence that PlanC’s iconic garment is a coated canvas bag on which a drawing he made when he was three is reproduced. As for me, I don’t design anything that I wouldn’t wear. Which makes our brand a crumb, but with a very precise identity: Plan C is me ».