Marta Bonometti owns the sporty chic menswear brand Varcity. She also runs her own Varcity Concept Store in Milan according to an exclusive concept that offers a selection of cool and understated innovative men’s and women’s apparel brands. She and her husband love to select unique brands and pieces that match with their brand and also meet their demanding and expert clientele’s taste.
What are the current bestsellers of your store and why?
The bestselling brand of our store is our own brand Varcity because it is a brand that is constantly growing and offers products characterised by great fits and top quality. For this whoever buys it for the first time returns to our store. Another bestseller is GCDS for its strong communication and great product. Also Nanushka is successful as its style content is very good and its prices are adequate.
Do people buy according to their favorite brand, style, or impulse?
Some of my clients surely look for specific brands, while others like to visit us more regularly and we offer them a personal shopping service by taking care of their look for every occasion. Many of our clients also often visit us as they know they can find pieces and accessories that are very particular and that they would not find in other boutiques that follow different dynamics.
How do you inform yourself about trends?
We mostly inform ourselves by visiting social networks and attending fashion shows.
How important is the communication with regular customers? How do you communicate with them?
It is very important, obviously! I communicate with them through social networks, newsletters or one-on-one. Though, the best way is chatting with them face to face inside the store.
How do the collections you offer for next s/s look like? And what are the most important trends, in general?
The bomber continues to be a hot trend as, generally, sportswear for both men and women: jogging, sweatshirts and t-shirt are now setting the trend. Even if I cannot forget femininity as I also select elegant velvet and fluid silk pieces. I will also add some brighter color item.
Did you add any new labels to your assortment?
I have just added T by Alexander Wang as I am a great fan of this designer, See by Chloè shoes and Solstice Intimates that offers velvet underwear.
How does your store differ from other stores?
We want our boutique to be very exclusive. We inform ourselves about the choice that other boutiques’ buyers make in order to focus on different pieces and special items that are harder to be found.
We are aware of trends but focus our attention on how we would like our customers to be dressed by projecting our taste onto them. Our choice also strongly reflects how I and my husband dress. In fact, he takes care about our menswear offer by mostly focusing on informal menswear, chic and understated sportswear chic with not evident, though very special, details. We look at the cut of pieces, silhouettes, fabrics and accessories. We hardly choose evident prints and imported fabrics of medium-low quality.
What is the style of your customer and how do you meet their taste?
They are men and women who love to wear urban looks. They love the city but also travel much. Our ideal customer loves chic and valuable clothes without appearing over-dressed or ordinary. They prefer pieces from a sporty wardrobe that is informal and not devised to be worn for sports. Our female customer loves to wear chic and non-chalantly elegant pieces as she doesn’t like to look eye-catching or posh in any way. Both have sophisticated taste and look for both comfort and elegance. We try to offer them sexy pieces, though interpreted in a very self-conscious way and not by simply wearing miniskirts and high heels. We try to offer pieces that underline style elements that are already part of their personality. We never opt for widespread trends or those tied to the strength of a brand. We rather prefer to support our clients’ personal interpretation or suggest styling ideas during the phase of selling. Clients leaving our store dress according to a very self-confident and contemporary image that is very balanced and modern.
What do you like about your customers?
They all like to dress well. They appreciate design and an understated elegance. I love when they recognize and appreciate a research brand I discover by coincidence and that almost no one knows here in Italy. I like when I perceive them as relaxed while shopping at our store and when they feel so at ease, spending hours in our store just for speaking about themselves.
How important is the interior, the atmosphere and the whole package?
They are very important. They are our store’s business card and thanks to them our customer decides if he wants to return or not. Our whole mix communicates the style one can find inside. Then there is the atmosphere, the feeling one can establish with the customer and the service you can offer.