WEBVTT

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Certainly, one of the company’s keys to success
has been to focus decisively across borders.

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I am responsible for the North American and South American markets.

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My main focus is the wholesale business.

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We have an excellent presence in the United States,
we are with all the most important customers.

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I started working in Italy at almost 26 years old, in Triuggio, not yet in Sovico.

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My first experience was of the three people squeezed into one office
with just one phone, so we had to carefully schedule our calls.

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And then in December '91 I moved to New York City,
in a different market, a different language,

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away from our headquarters, to learn the ropes.

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It was a gradual growth, but it was important to reach all the relevant stores,

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all those that were the ambassadors of the best versions of Made in Italy.

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Reaching the ideal clientele for our brand.

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Over the years we have felt a crowning achievement
for a solid wholesale account base

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meaning the best American department
stores and a multi-brand clientele —

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it was also important to have our own
direct customer distribution.

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The American market is a very varied market that goes from New York —

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a city with corporate dressing — to a city like Los Angeles,

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Southern California, where the clothing type is absolutely very different.

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Hence, there is a clear need to be aware of these characteristics
and offer casual jackets and more casual clothing.

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There is a type of clientele who is very attentive to dressing
in a certain way, to being knowledgeable, to asking advice,

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often the seller can offer a good testimonial,
an ambassador or expert on how to choose outfits.

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The family works as a glue which allows the company to develop in a certain way.

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Not necessarily looking only at short term results, but investing
with the idea of a return that can pay off later,

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which is crucial to the company’s growth.

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The United States is considered a country of large multinational corporations,

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and yet the clear majority of the economic fabric of the United States,
as for Italy, is made up of family businesses.

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It is quite fascinating to see how even talking in a shop with a consumer,

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there is this interest in understanding, asking about the company's history.

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Knowing there is a family, a story, a person, it really conveys passion.

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People definitely make a difference.

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All employees are the ones who make a difference through their commitment,
a bond, and a sense of belonging that they developed.

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Feeling that everyone's contribution is fundamental
and helps to carry out our corporate mission.