Instead of bestsellers, today there is random phenomena, according to Luca Salomoni, co-owner of the store Super in Rome. “Products can be expensive or cheap. There is no rule, though they must be researched products that use top quality materials and interesting garment construction and are balanced in their price to quality ratio," comments Salomoni. "I take in high consideration what my customer wants. I know this is wrong in commercial terms. But I cannot show anything in my store that I don't like." Interview by Maria Cristina Pavarini

What are the current bestsellers and why?
At the moment it is hard finding any bestsellers. I notice that I mostly sell random products. I mean that you can sell both a very expensive item as well as a very cheap one. If I have to choose among my present bestselling articles for woman there are Sessun and Henrik Vibskov and for men Kai-Aakmann and Henrik Vibskov.

Do people buy according to their favourite brand, style, or impulse?
Since we only offer smaller brands we have researched ourselves, our customers focus mostly on models, fabrics and garment construction. Essential is a balanced price to quality ratio.
Super store, Rome
Super store, Rome

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?
I have little time to visit trade shows. I prefer to use the web. There are many blogs I visit or other sources through which I discover new brands - different brands from other stores that tend always sell the same brands and products.
Communication with customers is fundamental and has become even more important. Customers have become a bit lazy. They are too tired to enter our store and physically check out what we offer, so I had to give in and concentrate on Facebook, a platform which I enjoy as much as my clients do, since they love to see what we offer in our stores from their home.

Super store, Rome
Super store, Rome
How do you choose the products you offer your usual clients?
I take in high consideration what my customer wants. I know this is wrong in commercial terms. But I cannot show anything in my store that I don't like. Rather than opting for offering what is easier sell, I prefer to follow my instinct and taste.

What are the most important trends, in general?
I don't like to follow trends even if we are undoubtedly influenced by them. A trend I like is the rediscovery of the 1990s. I also like to play with colours, though I have to wait and see what the brands I work with offer me. In any case I hope we can do away with these awful platform shoes for women's footwear.

Did you add any new labels to your assortment?
For women I like Nanushka, a new Hungarian brand, and for men Tom & Hawk.

How does your store differ from other stores?
Lately I don’t go around much and see what others are doing. Following a store requires a lot of energy. I think that what differentiates us from others is that our work is always in progress. I think that there is often a lot of confusion inside our store, but luckily our customers like it. I also do a lot of research and always look for new brands to be added.

What do you like about your customers?
We always wanted to attract a mixed clientele; different types of people and different age groups, and we succeeded. In our store both the very young and the over-something’s feel at ease. I like this a lot. Being able to satisfy a wide clientele is real fun.
Super store, Rome
Super store, Rome

How important is the interior, the atmosphere and the whole package?
Interiors are very important. Having a space subdivided into different areas is easy for us. This way we can vary our decor and product display. Right now we are preparing another new project. We want to use some displays that can be easily interchanged and this way, we can modify the different areas according to what we have to show. We always focus on an environment that is as neutral as possible. White is essential for me - especially in a store, since what has to stand out is the product.

Store's address:
Via Leonina 42
00184 Rome
+39 06 4544 8500