A wide selection of young streetwear, urban and casual wear brands as well as an enthusiastic approach in presenting them are some of the key reasons for the success of Amedeo D., the historical sportswear and young apparel store of Milan, that has recently also opened a new similar store inside the Coin department store in Piazza Cinque Giornate. Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
I first want to explain that our store's philosophy has always wanted to focus on a wide selection of products that range from fashion to street including urban and apparel wear for leisure time. For this, every single brand we are offering is worth to be mentioned and is an indispensable ingredient of our recipe. Though, among our bestsellers we can name Carhartt, Eastpak, Converse, Timberland and New Balance.

Women's mannequin inside the shop
Women's mannequin inside the shop
Where do you order from? How do you inform yourself about trends?
Our first and most important source of information is our customer – established and potential ones – who are always very confident about our store's selection. We have always been visiting most important specialised trade shows worldwide through which we can discover new brands and upcoming trends. We have high respect towards and maximum consideration of our competitors and think we can always learn from them. In addition, web, magazines, the constant look out for young people crowding the streets, as well as upcoming designers – can always be inspiring sources for discovering what's new.

How do you communicate with your customers?
We communicate with our customers through the web and we are always conscious that word-of-mouth remains the most important tool of communication.

How do the collections you offer for next spring/summer season look like? And what are most important trends, in general?
Apparently this is the most difficult question to answer because everything changes so fast and becomes widespread at an incredibly high speed. We see a confirmation of the importance of sneakers. Sweatshirts and knitwear have evolved from very clean items in terms of logos, prints and all-over graphics to a general dominating floral trend. Preppy inspiration is growing and continues to be cool even as basket-ball inspiration – both in terms of fits and silhouettes. There is a strong comeback of baseball-style caps.

Did you add any new labels to your assortment?
We are very enthusiastic about the Bestseller group's offer that gave us the possibility to fidelize even more of our clients thanks to their brands Only, Jack&Jones and Pieces. The new entries have a very interesting price-quality ratio as well as great attention to trends and fits.

Shop impression
Shop impression
How does your store differ from other stores?
We differentiate ourselves from others through the relationship our sales staff establishes with our customers, guiding them to the best purchase. Also important is the atmosphere we create in our store. Moreover, our philosophy is not selling at all costs because we think that by offering young products with enthusiasm and an indispensable ambition, results will always show. Today – more than ever before – we need these qualities in order to face the radical change happening in the market.

What do you like about your customers?
Their trust, faithfulness, the estimate and affection they express towards us every day, although we are conscious we can always improve.

How important is the interior, the atmosphere and the whole package? How do you approach your customers?
The impact of the location is fundamental. We highly take care of the store's environment and characterise it by adding music, a positive whole atmosphere and the approach our sales personnel has in trying its best in satisfying all of our clients' needs and interests. In general we think that that the cheerful and enthusiastic approach of our sales personnel is always crucial for the success of our business. Moreover, an emotionally involving atmosphere is very helpful in establishing positive interpersonal relationships between our sales staff and our customers.

Store addresses:

Amedeo D.
Galleria Di Corso Vercelli 23
20144 Milano
+39 02 4800 4048

Piazza 5 Giornate, 1/A
20129 Milano
+39 02 5519 2083