Posh opened ten years ago with one mission: “In a city as in Turin where everyone dressed in blue, black or beige, we wanted to bring colour,” explain owners Enrico Martini and Francesco Muselli. And bring colour they did. Today, Posh continues its mission selling especially colourful and fun designer accessories and jeans, with a special sensitivity for trends and a professional ability in understanding their own clientele's tastes. Interview by Maria Cristina Pavarini
Francesco Muselli, co-owner of Posh in Italy
Francesco Muselli, co-owner of Posh in Italy

What are the current bestsellers and why?
Since the last two years we are selling best accessories and especially well bags, small leather goods and bijoux. They are easier to be sold, have no size, you don't need to try them on and they all add a special plus to any outfit. What we sell best in terms of brands are Marc Jacobs for bags and small accessories, especially to our younger consumers.

Do people buy according to their favourite brand, style, or impulse?
Many are guided by the brand which reflects the vision of the designer and makes everyone be nearer to his or her "dream". On the other side many are guided by the idea to find novelties - especially after so many stores sell only "Made in China" products.

Your store is focused on designer brands. Are the young an important target for your store?
They are important and they buy especially jeans here, for instance, brands such as Galliano, Gaultier and Paul Smith. They also buy sneakers, luxury ones, of course such as those by Givenchy, that cost €500. The young count for 50% of our clientele.
Posh, Italy
Posh, Italy

Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
We get information via the internet through which we can follow best whatever happens around us – pre-collections, fashion shows, on-line boutiques' offers - as well as by travelling in the major European fashion capitals. Social networks are today's basis for communicating with clients via facebook, twitter, google+ and pinterest. They are the major platforms through which we offer products to our clients and discuss with them - often having fun! Obviously we are on Google Places although we never forget to make a round of telephone calls at the beginning of the season to our most affectionate customers.

How do you select the brands you offer?
We generally follow two paths - personal taste and knowledge of our clients. We don't like buying the bestselling item of a collection at all costs. On the contrary, when we trusted this method we were not successful.

How do the collections you will offer for next fall/winter look like?
For men most important will be colours, sneakers, moccasins and tailor-made jackets. For women hues such as coral and lots of turquoise will be important, while purple and green will continue to be around. Rouches will be hot and - above all - the tuxedo.

Posh, Italy
Posh, Italy
What are the most important trends, in general?
A mix between oversize and slim and a comeback to the beginning of the 1990s. For men a mix between a dandy style and a more cyber-inspired image will be hot.

Did you add any new labels to your assortment?
We have just added the men's line and the accessory offer by Comme des Garçons. Also new is a special t-shirt collaboration between Comme des Garçons and the movie Star Wars.

How does your store differ from other stores?
Posh was born ten years ago because we wanted to bring to our city the best in terms of design from Northern Europe. Though we had to clash with a very conservative city where, until a few years ago, the dominating hues were black, beige and blue. Our store became the antithesis to all this and we did it.
Posh, Italy
Posh, Italy

What do you like about your customers?
Courtesy first of all and the curiosity that transforms itself into desire for experimentation and trusting us and our staff.

How important is the interior, the atmosphere and the whole package?
A lot, obviously. One has to give character to the store where he is selling because it has to convince the client. Though interiors are not as important as the personnel, who have to be expertly trained and learned about what they are selling and make the customer feel at ease while keeping a certain distance.

Store's contact:
Via Roma 218
Piazza San Carlo
10121 Torino
Tel. +39 011 5622365