IN DECEMBER IN ITS BOUTIQUE IN THE MALL OF THE EMIRATES TRADING COMPLEX ITALIAN BRAND LA PERLA PRESENTED A NEW SPRING-SUMMER COLLECTION OF CLOTHES, UNDERWEAR AND ACCESSORIES, WAS PERFORMED AT THE TIME.
Massimo, the phrase "Made in Italy" has always been synonymous with luxury, beauty and craftsmanship. Tell us about the company, how it has changed over the years. After all, La Perla is a young brand, when compared with other brands of lingerie - French, for example.
It all started fifty years ago in Bologna. Then the city was famous not only for food, but also for the powerful textile industry. La Perla at that time was a tiny studio that carried out orders for wealthy people of the city. In the eighties, we went international. Developing further, we constantly looked back at others - not so much at lingerie manufacturers as at various successful projects. Thirty years ago, there were two types of companies on the market: the former succeeded in technology, but did not differ in design, while the latter, on the contrary, did fashionable, but uncomfortable things. Our concept was: "Combine luxury and convenience." I am convinced that this was the reason for the success of the brand. There is one more point: we never sell a product as such. We offer not underwear, but the idea of femininity, which must be emphasized with a special thing. A woman often goes into the store and has no idea what her La Perla will look like.
Women really want luxury and comfort to be one. But in different countries women have different forms: say, the figure of a Japanese woman is different from that of a Russian woman. How do you rank the assortment?
Ten years ago, in each store we had a fairly wide range of lines, so we did not delve into this issue. Today, regional representatives have the opportunity to make their own adjustments. Usually they exclude about 10% of the total collection - but these 10% can become hits in another part of the world, in Singapore, for example. Differences in preferences and sizes, of course, exist - but every year they are less and less. I’ll tell you an interesting thing: when we conducted the survey, it turned out that more than 50% of women buy underwear, not knowing their size. Our task is to rectify this situation.
Question about wedding collections. When a woman gets married, she simply must look perfect. Preparing for the wedding, we are nervous and have no idea what we want. How can you save us?
A wedding in a woman’s life is the same significant event as the birth of a child. The main rule is to maintain harmony. Most often, women begin to prepare for the wedding with a dress. But underwear is an element no less important! After all, the holiday is still a long night ... well, at least, it should be like that. Accordingly, it is worth choosing linen with the dress, and not after. Often men also participate in this intricate process. 15% of purchases in our stores are made by them. Moreover, regularly, and not just on a special occasion - just men know the preferences and sizes of their beloved woman.
A few years ago, wearing black underwear under a white T-shirt was the norm, then they said it was bad manners. Where is the truth?
I’ll say that it was even more popular to invest a fortune in a bra, and then wear it with multi-colored cotton panties. Maybe because of this, so many marriages did not take place? Just kidding ...
