With his way of looking at you between sly and ironic, Giovanni Fabiani meets the challenges of the fearless world, taking the brand that bears his name on international markets and making it the banner of Made in Italy, creativity and femininity. For AF MAG tells the mood of the new collection, but also the positioning strategies of the brand in the various markets and the way of communicating it, entrusted to an exceptional testimonial, Miss Italia 2018.
Giovanni Fabiani’s new FW19-20 collection is inspired by the slogan “Feeling the Movement”: does it want to tell us about the inspiration and the themes that characterize it?
The collection is inspired by a woman who is increasingly on the move with needs that change at a rapid pace, which requires a great sense of practicality without giving up femininity and elegance: urban sportswear, street philosophy, active day time with mountain contaminations moods are the worlds developed according to these concepts
The “sports” part of the collection grows: what percentage of the business turnover conveys compared to the main collection? Do you have any special projects in this field
Percentage for the sportsman we speak of 50% of the collection, of course in the winter season, in the summer things change. As for special projects, we are naturally 50% of the collection in the winter season, in the summer things change. Yes, they have already started with a special development of the sportsman with the Sara Kent brand.
The new FW19-20 collection by Giovanni Fabiani is marked by the claim “Feeling the Movement”: do you want to tell us about the inspiration and the themes that characterize it?
The collection is inspired by a woman who is increasingly on the move with needs that change at a rapid pace, who requires a great sense of practicality without renouncing femininity and elegance: urban sportswear, street philosophy, active day time with mountain mood contaminations are the worlds developed according to these concepts.
The “sports” part of the collection is growing: what percentage of the turnover does it convey compared to the main collection? Do you have special projects being launched in this field?
In percentage terms, for the sportsman we are talking about 50% of the collection, naturally in the winter season, things change in the summer. As for the special projects, sports we are at 50% of the collection naturally in the winter season, in the summer things change. Yes, they have already started with a special development of the sportswear with the Sara Kent brand.
The new press campaign links the image of Giovanni Fabiani to that of Miss Italia 2018: why you chose Carlotta
Marjoram to represent your values?
Carlotta Maggiorana as well as being the new Miss Italy is a woman from the Marches, she has an energy, femininity and elegance that perfectly interpret the DNA of Giovanni Fabiani: made in Italy, from the Marches, femininity … an astral conjunction not to be missed! Carlotta Maggiorana as well as to be the new miss Italy is a woman from the Marches, she has an energy, femininity and elegance that perfectly interpret the DNA of Giovanni Fabiani: made in Italy, from the Marches, femininity… an astral conjunction not to be missed!
Appunto Made in Italy: quale valore aggiunto conferisce alle vostre collezioni?
Non possiamo parlare di un valore aggiunto, sono tantissimi i valori veicolati dal made in Italy; stile, qualità, tracciabilità, artigianalità, materiali, ricerca… e si ritrovano tutti nelle collezioni del nostro marchio.
Italy: you had announced a reinvestment on the domestic market, what results has this strategy led to?
We are continuing to pursue our project with a multi-brand showroom in Milan, today we know that the times for results are dilated, we wait and continue to work on them with enthusiasm.
Foreign markets: what are the areas of the world where the brand is present? Which are the best performing?
Russia and Asia are the two best performing markets. In particular in Russia our brand is very strong and enjoys great attention and recognition. And even if the market and tastes evolve, we keep pace with this process.
Markets of the future: which are the destinations whose potential you want to bet on and why?
The next market we will focus on will be Japan, thanks to the Economic Partnership Agreement EPA signed between the EU and Japan. With the progressive elimination of customs duties, it will certainly be a very interesting and suitable market for our product.
Positioning of Giovanni Fabiani products: in which sales channels are you present? What is your distribution strategy for the near future? Are you planning openings?
Our product is positioned in a medium-high segment close to the best-known brands in multi-brand stores. at the moment there are no single-brand openings planned.
You have opened your e-commerce site for about two years: what are its markets? And how is it developing?
We’ve been working on it for a couple of seasons. We are now starting to see the first signs of gratification. America and Europe are the most active markets.
Trade fair events are the showcases where the Giovanni Fabiani brand makes itself known throughout the world. Which ones do you participate in and why
did you make this choice?
Fairs are still a very important moment for us both for the relationship with existing customers and for meeting new realities, they are always a useful comparison.
The fairs in which we participate are MICAM, the various SHOES FROM ITALY in the world and CHIC of SHANGAHI, but we also meet our customers in the Milan Showroom.
