Carlo Alberto Caruso, owner of the men’s upper casual and premium denim store Olivier in Parma likes to offer unknown products and brands. “We concentrate on less renowned brands that distinguish themselves for taste, research and timeless authenticity,” he explains and points out how his clients are looking for true quality and real history.
What are the current bestsellers of your store and why?
Among our bestsellers for this season there is Fortela, one of our most recently added brands. It is especially appreciated as it is strongly expanding both in Italy and internationally thanks to its widespread media communication strategy. Also Red Wing, the US footwear brand, has become a must-have for our clientele. We also sell a lot of denim brands–a founding aspect for our store. Most successful are, for instance, Tellason and Edwin. Quality, durability and long-time history are surely the reasons why our clients love them above others.
Do people buy according to their favorite brand, style, or impulse?
They are mostly guided by impulse in finding different and alternative products. From our side, my collaborator Alessandro Ferraguti and I do our best to help our customers recognize and understand the value of what they are buying. This way they can become more conscious about what they are purchasing.
Where do you order and how do you inform yourself about trends?
In this work it is fundamental being dynamic, curious and thirsty for novelties.
Best occasions for observing trends and for exchanging ideas with insiders are international shows like Pitti Uomo, though, most especially for our store, Selvedge Run and Seek in Berlin, Boot Root in Zurich, Tranoi in Paris and Denim Boulevard in Milan are great occasions for learning more about trends and novelties.
How important is the communication with regular customers? How do you communicate with them?
There is no doubt that the most important and effective communication with them is social media, even if my “romantic” vein and passion for this work push me to prefer establishing a direct relationship with my client.
In addition, we often involve our customers by organizing events with them through the year to promote new products we are already selling or for launching new ones.
What do the collections you offer for next spring/summer look like? And what are the most important trends, in general?
As we have already been doing for some seasons, we are offering pieces characterized by softer silhouettes and comfier trousers most often inspired by workwear.
Moreover, we will continue selling military inspired and carefully selected authentic pieces. In fact, thanks to contacts we have established with importers of authentic US vintage pieces we can guarantee such top quality genuine products.
Did you add any new labels to your assortment?
Starting from next season we will introduce Man, a new line of fresh and deconstructed outer jackets founded by two cousins based in Bilbao.
We have also contacted some experts in leather apparel manufacturers with the aim to create different custom-made leather accessories such as portfolios, armbands for watches, keyholders and belts we can create upon request for our own clients.
How does your store differ from other stores?
Our philosophy is to offer men’s pieces that can be less expected and seen around. We choose less renowned brands that distinguish themselves for taste, research and timeless authenticity. The selection of companies offered in our store differentiates us from others for fit, fabrics, collections and products.
What do you like about your customers?
I like most how they feel detached by a specific brand or logo as they prefer authentic and quality products that convey some true history.
How important is the interior, the atmosphere and the whole package?
They are fundamental as that’s what we have tooffer first to anyone entering our store. Nothing is casual: we take care of every single detail–be them shop windows, decors and interiors.
Strada Farini, 15/a