Cercare I Nostri Sensi cultural assignment #3 Unique stores around Milano

    Our cultural group was sent on an adventure to find 4 selected stores that were unique to their own kind. The purpose of our visit was to seek out why we were sent to these stores and the kind of impact it will have on the industry that we are entering.

    The stores all showed different form of craftsmanship, which allowed us to get a better understanding and appreciation for Italian goods. From visiting the stores we recognized that fashion just isn’t in the form of clothing but also found in hardware, home goods, and other necessities.

     In the industry today fast fashion and poor quality over powers unique and good quality items. In each store we were exposed to high quality merchandise and elements of handmade products. Uncovering the difference poor quality and good quality will benefit us in any field of the industry we choose to follow.

Giuggiu Di Caputti is a small quaint jewelry store that holds many beautiful handmade pieces. She makes high quality custom jewelry with unconventional materials and designs.  Accessories and jewelry are two categories that would sell well in any culture and market. We envision this store being in the Soho area of New York City because the pieces are creative and artsy. 

Venini was filled with colorful vases, lights, chandeliers and figurines all made of Murano glass. The unique technique of the designs is hand blown in Murano, Italy.We could visualize the modern environment of the store belonging in an urban city filled with unique architecture and an appreciation for art. 

Lisa Corti has two parts to her store. The first part features different designers that she picks to showcase their collection. The other part of the store offers textiles in the form bedding, books, tablecloths and clothing. The textiles were very colorful, lightweight and presented in distinct patterns.  The one of a kind prints and colors are desirable, but because of the price points and quality, the location must be in an affluent area in America to survive. 

Bellora is a boutique carrying bed linens, bath décor, baby bedding, sleepwear, and bedroom furniture. The atmosphere of this store gave off a very country and classic feel. The storefront caught our eye because it was bright, breezy, and refreshing. Since 1883 Bellora has been “ the master of linen” and it was evident when touching the product. The authentic and classic look that Bellora portrays would work well in America because many people aspire to have this image. Also this justifies the Milanese tradition with their second homes often on the beach or lake similar to America.

All in all, any company must understand their market and what their wants and needs are. This excursion incorporated all of the classes I have studied including management, marketing and fashion. In brand marketing we learned  how to create the proper image and objective for the specific customer. Each of these stores created a great strategy and brand recognition to their loyal customers and perspective customers by having a consistent brand image. Also, the price points are crucial to pick a location and have all been considered for their location. The owners must first research to see if there is first a need in America and if so, continue researching competitors and demographics. 

On June 28th