Do you work with AI?
We work with AI, currently primarily in marketing, when it comes to text descriptions. And we see where AI can be used within our processes. There is a lot to come. Not just in our industry, but to the whole world. You have to be there. But you also have to deal with security aspects that become even more relevant by AI. But there are many ways to work with AI. In the future, we will certainly also analyze developments in trade using AI to react quickly. You can determine the racer and bum at any time. The relevant question is why. Maybe AI can support us.
How much new is being developed every season – and how much proven what continued?
About 30% of a Raffaello Rossi collection are proven styles, which are often adapted via current color cards. Another 20% are known models that are implemented in new fabrics. Everything else is new or further developments. Let’s take a very successful product like our joggpants candy. She is still very present, but is now worn in the leisure area. We also developed a stripped down variant and with a straight leg. Only the legs were changed, but the federal and body were kept. So it is a new variant without the complete cut being changed.
The lust of buying weakens. Do you think there will be a change here?
We won’t return where we were. There is no longer the huge requirement. As a provider, you have to go to the topic of desirability. It is important to have a brand. The customer only receives a purchase incentive through desirability. And the trade also has to offer added value: just add goods to the shelf, that doesn’t work. Our customers include many small shops that had fewer problems with frequencies than larger dealers during Corona. These are entrepreneurs who are in their shop every day and for customers
there are. You have to do a lot more to get the product to the woman. If the customer does not perceive a speech or a shop is too anonymous, nothing happens. In addition, you have to be able to earn money again. The
Dealers must be able to enforce calculated prices for as long as possible and must not start with the first ray of sunshine mid-season sales. Otherwise the consumer is brought up to the fact that the goods are no longer worth anything.
In the shoe area, the profitability of trade is being discussed intensively. Is the pressure with regard to the calculation also pronounced in the fashion industry?
Basically there is the problem, yes. However, the danger is if you only think of the calculation that the product will get worse at some point. We don’t feel like it. We have a good reputation when it comes to our operating operations and fit. We can’t compromise there. This is what we also say to our dealers: We cannot hold certain corner price sites and then offer 3.5 calculation. That would only work if the fabric costs 2 euros instead of 10. We afford a relatively expensive production through passive wage finishing. As long as we make it as a brand, our customers the added value of our
Ordering products, we want to go on this path. If you make concessions in terms of quality, the customer feels this immediately. Pants are an intimate product. If you disappoint the trust of the customers, the downward spiral is going.
In times of consumption retention, you have to try to keep prices. How do you do that?
For our Raffaello Rossi brand, the limit is 200 euros. With Seductive and Rossi we have two brands that are located-but with 3.0 calculation. The trade must be able to sell such products. At Raffaello Rossi, we have to see every season how we can keep the prices in our construct – this is possible, for example, by adjusting the production facilities. However, it must fit our concept of passive wage finishing, and there must be no cuts in quality.
How do you prepare for the increasing requirements in the area of sustainability and circular economy?
We traditionally deal with these topics, already out of our own interest. We see that circular economy is currently no longer so relevant in the marketing sector. But we stick to our projects. This includes Oekotex, BCI or the topic of Made in Green as well as other certificates, which in our opinion make sense. Wherever possible, we use recycled articles. For example, this works very well in the polyester area. It is a fundamental decision for our company: we want to deal with our environment as much as possible. Anyone who produces something consumes resources. That is also why we want to produce products that are as durable as possible. Some of our customers wear their favorite pants for five years and longer. There are also many of our products in second-hand trading. This also has something to do with sustainability. And we are a family business that is aware of his responsibility. We believe that makes a difference.
