ISCHIA, Italy — After the COVID-19 pandemic, a resort present will help draw consideration to Made in Italy manufacturing, increase tourism and sign a relaunch, mentioned Maria Giulia Prezioso Maramotti Germanetti, omnichannel retail director of the Max Mara Fashion Group and the corporate’s international model ambassador.
Speaking forward of the Max Mara resort 2022 present on the island of Ischia on Tuesday, Prezioso Maramotti Germanetti was clearly proud to be “launching a beautiful message” that emphasised Italian cultural and the model’s pure patrimony. “This is a project that is really dear to me,” she mentioned.
Opening as much as reside occasions, whereas nonetheless being aware of restrictions to assist curb the unfold of the virus, is an indication of rebirth, she famous. While the variety of visitors was restricted to 80 and the present was to be held within the open air, she mentioned a number of international editors have been anticipated from the U.S., Russia, France, Germany, Greece, The Netherlands and a bunch of Chinese residing in Europe.
While admitting the Asian market, and China specifically, are key areas for Max Mara, like for a lot of luxurious manufacturers, Prezioso Maramotti Germanetti mentioned she believes there might be a restoration of the West, “a pole of attraction,” and that vacationers will quickly return to “beautiful Europe.”
Previously, beginning with the 2015 pre-fall season, the Italian ladies’s vogue group staged runway reveals in New York, London, Shanghai, Reggio Emilia — the place it’s headquartered — and Berlin. Last 12 months, it was supposed to carry its resort present in St. Petersburg however was compelled to cancel these plans because of the well being emergency. Asked in regards to the significance of those itinerant reveals, Prezioso Maramotti Germanetti mentioned they assist current “layers of content,” though “each brand has its own strategy and voice.” Milan Fashion Week additionally stays key, she identified.
Itinerant resort reveals are clearly a robust communications instrument, and within the case of Max Mara, which this 12 months celebrates its seventieth anniversary and is a enterprise anchored in ready-to-wear, they’re much more necessary, she believes. However, she strongly cautioned towards considering when it comes to figures and gross sales alone, stressing that initiatives should all the time be “organic.”
She underscored that product is all the time the start line in any communication, “leading inspiration and content,” and that, not solely is consistency a should by “clarity of the channels and platforms,” however it’s crucial to “always have your consumer in mind, you cannot be self-referential.”
This consistency is exemplified by the movie of the present, which might be directed by Ginevra Elkann and be out there on Thursday. The film director debuted with “Magari,” launched in 2019, studied on the London Film School and has labored with Anthony Minghella and Bernardo Bertolucci. “She is a woman, a director, Italian and, coming full circle, she is also the granddaughter of Marella Agnelli,” considered one of Truman Capote’s famed Swans that impressed inventive director Ian Griffiths for the resort assortment.
The Max Mara group, with 2020 gross sales of 1.2 billion euros, has a community of two,500 shops in additional than 100 international locations and Prezioso Maramotti Germanetti mentioned the Milan flagship is present process a renovation, as are different models on this planet. “We never really stopped retouching them,” she supplied. The Milan boutique was modeled after a 10-year previous blueprint, in order that it was essential to “change the materials and it’s lighter and we’ve added two works of art from the Collezione Maramotti,” the household’s artwork museum. Additional particulars might be unwrapped this fall, she mentioned, demurring to disclose further particulars of the modifications.
“The pandemic taught us that the store offers a moment of experience and not a need. Now, you want to return to dining out at restaurants not because you have not eaten during the lockdown, but you want to enjoy that experience and it’s the same for shopping,” she contended. “I have never ruled out one or another distribution platforms.”