Angelo Minetti in Casale Monferrato, Italy, an established Italian luxury boutique, is renowned for its wide selection of menswear and innovative upcoming designer brands. After a recent redesign it also started selling women’s fashion in order to offer a complete total look that also includes accessories and sneakers. “Our clients don’t buy for necessity but because they are looking for emotions. Our aim is to guide them through emotional paths through our store,” comments Angelo Minetti, owner.
What are the current bestsellers of your store and why?
Our store is highly appreciated for its vast selection of products including pret-à-porter, designer and haute-de-gamme fashion brands, though also for its offer of upcoming research designers. Our main bestseller is Cucinelli, even if also highly successful are Gucci menswear that after Alessandro Michele’s relaunch is highly sought-after, Saint Laurent, Balmain and Rick Owens.
Other bestsellers include brands we discover through our constant scouting work: Mr & Mrs Italy, Cinzia Araia, Common Projects, Hood By Air, Les (Art)ists, Off White c/o Virgil Abloh, Palm Angels, Sacai and Y3.
Speaking more specifically about womenswear that we started offering after the recent restyling of our boutique, we sell well Marni, especially bags, but also Lanvin, Balmain and Rick Owens.
Among sneakers most successful are Givenchy, Common Projects, Saint Laurent, Golden Goose, Puma x UEG, Dsquared2, Alexander Mc Queen and Valentino.
All bestsellers are successful because they originate from precise choices in terms of fashion, design, material research and for the strong innovation component that characterizes each of them. The power of the brand continues to play a significant role but especially because they express the strategy and commitment of a company in making products that can be appealing to both a niche of consumers, and to a wider clientele.
Speaking about bestsellers most successful is everything that is sporty and causal-chic. Generally our fashion clientele is mostly attracted by higher quality materials, like, for instance, cashmere and other precious fibers. Outer jackets are our bestselling items for women, while for men we sell less suits and more jackets.
Do people buy according to their favorite brand, style, or impulse?
Our clients are mostly focused on luxury products. For this they don’t buy for necessity but because they are looking for emotion and desire, are highly informed of products and trends, and are always more and more focused on emotional and sensorial aspects. Our aim is to create a true purchase experience inside our boutique and cuddle customers after shopping.
We also sell though the Farfetch platform, where rules are different that means less clear. In fact dealing with an international audience the challenge is harder and more interesting. Women buying through Farfetch are mostly looking for particular and image-driven products – everything that is sold through it is very exclusive. For this buying on-line and off-line are very different.
Where do you order from? How do you inform yourself about trends?
I often travel and visit most important fashion weeks (Milan, Paris and New York). It is also very helpful talking with friends and colleagues who own boutiques that are similar to mine. I also always keep very good commercial relationships with brands and showrooms. For this they constantly show me their new products and brands. Another important source of information are also paper and on-line fashion magazines.
How important is the communication with regular customers? How do you communicate with them?
It is fundamental. In addition to my staff’s work, I also personally spend much time inside my store, talk to my customers and keep in touch with them – through the years I have established and continue to grow great personal relationships.
We hug and accompany clients outside, also after they have purchased in our store. I have collaborators who have been working with me for more than 30 years. My mother - Mrs Federica – is 74, she still has an important role in the store’s management. She is very present and active!
For Farfetch I am working with a team of very capable and willing young people. We have also started working through social networks in order to establish a customer basis that interacts with these media daily.
What are most important trends, in general?
Women’s fashion will be strongly characterized by contemporary dresses. Frills applied onto lightweight dresses will be hot as mini bags juxtaposed to big ones (now out). Forget high heels as flat shoes are the new must.
Over-size silhouettes will characterize both women’s and men’s fashion. Both will look back at the ‘70s. Colorfulness is cool for women, while black and white are a new must for both men and women.
Our on-line customers buy more according to brand, differently from those who purchase off-line. They are actually mostly looking for quality products and consider brands important only as the brand can guarantee certain quality standards.
Did you add any new labels to your assortment?
For menswear, as we are long-time specialists in this market, we maintain the same offer. For womenswear, that we have started offering only recently by including Balmain, Lanvin, Etro, Rick Owens and many others, from s/s 2017 we will also offer Jimmy Choo, Aquazurra, JW Anderson and Moschino, among others.
How does your store differ from other stores?
Our menswear offer – from where our store originates - has a very strong style direction and imprint.
It is a wide mix of classic and fashion brands.
Similarly for women’s fashion we focus on luxury consumers and are now widening our selection. It is exactly the type of product that pushed us restyling our store’s offer. Our store is sophisticated and welcoming at the same time and our men’s area is characterized by different chromatic paths in order to lead the customer through distinct purchasing paths.
What do you like about your customers?
We like their satisfaction and the fact that purchasing can make them happy. For this our store has to be always welcoming.
How important is the interior, the atmosphere and the whole package?
As previously mentioned, we like to create emotional paths for our customers. Our most recent restyling carried ahead by Fabbri Services was devised in order to respect the lines of the historical palace maintaining colored velvet coverings, marble elements and hues that range from ottanio green to red mixed with beige and greys.
Via Roma, 158
15033 Casale Monferrato
+39 0142 452818
Closed on Monday
Tuesday-Saturday 10:00-12:30 16:00-19:30