Meeting customers’ needs is fundamental for Sabina Zabberoni, owner and executive buyer of the three high-end boutiques Julian Fashion of Milano Marittima, who has recently inaugurated her newly redesigned and enlarged Julian Fashion menswear store. “Customers are increasingly asking for a new experience and direct involvement when shopping. Thanks to this redesign we will be able to better meet all of their requests,” she explains while adding how important communication and observation is: “I try to spend as much time as possible inside my store. By carefully observing customers when purchasing and exchanging ideas with them I can get precious input.”

 

new Julian Fashion menswear store
Photo: Roberto Morellini
new Julian Fashion menswear store

What are the current bestsellers of your store and why?

We sell best sportswear and activewear collections and more specifically sneakers, t-shirts and sweatshirts, but also exclusive collaborations like, for instance, Adidas by Alexander Wang. Among top sellers there are also many products worn and promoted via social media by bloggers and influencers such as, for instance, Rainbow Week by Alberta Ferretti [editor’s note: seven cashmere tops in different colors, each named after a weekday] but also iconic bags such as Dionysus by Gucci, Rockstud by Valentino, Cahier by Prada and many others.


Do people buy according to their favorite brand, style, or impulse?

Our clientele varies from most affectionate and habitual ones to many tourists visiting us during the summer season. When purchasing, they mostly look for notorious brand names but also often follow an impulse. Though they also appreciate our own stores’ trustworthiness and selection of products, always picking the hottest trends.

 

Where do you order from? How do you inform yourself about trends?

I try to spend as much time as possible inside my store. By always carefully observing customers when purchasing I can get many precious inputs and ideas. In addition to spending time inside the store, it is fundamental to attend all fashion weeks and all different presentations and catwalk shows.

 

new Julian Fashion menswear store
Photo: Roberto Morellini
new Julian Fashion menswear store

How important is the communication with regular customers? How do you communicate with them?
Communicating and having a dialog with clients is very important. Exchanging ideas and inputs with them is fundamental when placing orders and choosing products to offer in store.


How do the collections you offer for next f/w look like? And what are the most important trends, in general?
For f/w 2017/2018 we will focus mostly on exclusive collaborations among brands, but we will also hype activewear. We will see a comeback of logos and lettering, of ‘90s inspiration but also of prints and patterns. Women’s apparel coats will be hot again and lots of red will be around.

 

Did you add any new labels to your assortment?

We are carrying many new brands from both luxury and designer markets - such as Amiri, Burberry and Dries Van Noten, but also sportswear brands such as Fenty, Nike, Puma, R13, Reebok, and contemporary ones such as MSGM, GCDS, Common Projects and Maison Kitsuné.

 

How does your store differ from other stores?
What differentiates us most is our careful research for emerging brands and for our own product and brand selection. We are also very keen on satisfying our customers’ requests and needs.

new Julian Fashion menswear store
Photo: Roberto Morellini
new Julian Fashion menswear store


What do you like about your customers?

We like that they are always very informed about all trends and novelties, and how much information they are constantly requesting from us.

 

How important is the interior, the atmosphere and the whole package?
They are very important. We are always keen on how our stores look like as they continue to be the core business of all our activities. We have recently redesigned our menswear store by enlarging it and refreshing its interiors.

By recently redesigning this store and launching our e-commerce platform in collaboration with the farfetch.com platform, we wanted to satisfy all of our customers – our long-time most affectionate ones and all potential new ones. By enlarging this store it will be easier for us to meet all of our clients’ requests as they are always looking for a new experience and direct involvement when shopping. We want Julian Fashion to become a meeting point where art and fashion can arouse emotions.

 
Store`s contact:

Julian Fashion
Viale Matteotti 25
48015 Milano Marittima (RA)
(Ravenna)
Italy
www.julian-fashion.com




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