Interview by Maria Cristina Pavarini

Focusing on sober top quality menswear with a sense for color is a must for Vincenzo Reggiani, owner of the Lacerba store in Rimini and product consultant for Ernesto, exclusive blazer brand. “The real problem is not following trends, but finding the good menswear again that seems to be lost,” he likes to say. “We have always followed our own way without caring for passing trends,” he repeats while quoting his own store tagline inspired by the Futurism art movement, like his store’s name.

What are the current bestsellers and why?
We cannot say there are any bestselling brands here. We rather offer and sell what we like and we believe in. Since we opened this store in 1994 we never kept or offered commercial brands. We have always followed, even if with some difficulties, our own way independently from passing trends.

We are indicatively a men’s store, therefore we focus on classic and British menswear. All this is softened by good taste and great attention for color, a typical Italian aspect. The real problem today for us it is not following trends, but rather finding the good menswear styles again that seem to be lost.

Lacerba, Rimini, pic by Mario Flores
Lacerba, Rimini, pic by Mario Flores


I also must say that since 2009-2011 our customer base’s spending power has diminished. For this in recent times I had to focus on some slightly less expensive brands, while looking out for good quality.
At present we offer brands such as Barbour, Baracuta, Mackintosh, Nudie Jeans, Xacus, Lardini, Tagliatore, Lawrence Smith’s, Smedley and Rota and Incotex. For footwear we sell New Balance, Trickers, Solovair and Edward Green.

We also sell a top quality blazer brand, Ernesto, with which we collaborate as product consultants. They are produced by Gianfranco Bommezzadri, a top-quality blazer manufacturer from Parma (Italy) that also works for prestigious international menswear brands.

Do people buy according to their favorite brand, style, or impulse?
They buy according to most different reasons. We are a store for men. For this our customer’s main drive is buying to satisfy a need. Impulse buying is a most frequent attitude in the women’s universe.

Where do you order from? How do you inform yourself about trends?
Observing people on the street remains fundamental, especially when it comes to youngest targets. Also very important is checking the world of social networks that often presents a blurred and contradictory mix of information. Once said this, it often happens that our store can choose to go in the opposite direction of most widespread trends.

Lacerba, Rimini, pic by Mario Flores
Lacerba, Rimini, pic by Mario Flores


How important is the communication with regular customers? How do you communicate with them?
Keeping a constant connection with the consumer is fundamental. As important is also staying in touch with them through social networks. We actually started our facebook and instagram pages a year ago.

How do the collections you offer for next spring/summer look like? And what are the most important trends, in general?
Lacerba is a menswear store. We think we follow elegance, soberness and good taste added with personality and sense of style without worrying too much about passing trends.

Lacerba, Rimini, pic by Mario Flores
Lacerba, Rimini, pic by Mario Flores


Did you add any new labels to your assortment?
None. As I mentioned before, we are not looking for brands, we rather look for and work with companies that offer products that focus on good taste and quality. The problem is that today it is becoming harder to find companies that focus on these key elements.

How does your store differ from other stores?
It is totally different. Lacerba is unique with is strengths and weaknesses. For instance, I chose its name from an old magazine founded in Florence in the early years of 1900s by the founders of the Futurism art movement. I think that this was the period when Italy gave life to some of the greatest ideas and products. Also for this, I chose as tagline for the store “Qui non si canta al modo delle rane”, which translates into “Here we don’t sing like frogs do”. We mean we are not following mainstream ideas. On the contrary we prefer to sing outside of the choir.

Lacerba, Rimini, pic by Mario Flores
Lacerba, Rimini, pic by Mario Flores


What do you like about your customers?
Their humanity. I refer to the few times they take their masks off and let themselves be discovered.

How important is the interior, the atmosphere and the whole package?
Our store, while it resembles a tailor shop, has a very domestic kind of approach in terms of image and relationship with our customers. We don’t want it to look like any sterile luxury store, but rather feel naturally at ease.

Lacerba, Rimini, pic by Mario Flores
Lacerba, Rimini, pic by Mario Flores


Store adress
Lacerba
Piazza Luigi Ferrari 2
47921 Rimini
Italy

0039 9541 52558