Purchasing can be led by thousands of reasons, according to Andrea Pistilli, owner of Susi Store, luxury and casual-chic fashion boutique in Latina, Italy. He believes that what counts is making customers feel well once they have shopped. For this, the store environment (in his case: a minimalist, light-flooded and generous space) is fundamental. We speak to Pistilli about brand prestige, never-ending research and how storytelling makes all the difference.
What are the current bestsellers of your store and why?
Our bestsellers are Off-White and Gucci, this last one especially because of Alessandro Michele’s great work. We also sell well Alexandre Mattiussi, GCDS, Play by Comme des Garçons and the newborn Ih Nom Hu Nit. Among more casual-oriented our bestselling ones are top quality ones such as Tagliatore, Entre-Amis and Church.
A brand’s success is never determined by a single factor but a mix of three elements: objective quality of a product, careful and coherent distribution and good communication strategies.
Do people buy according to their favorite brand, style, or impulse?
Also, in this case there is no fixed rule that sums up all these factors. Every purchase hides thousands of different, all valid reasons. A brand’s prestige certainly counts, like when it comes to recognition from influencers and insiders. Plus, a good ability in communicating and enhancing the “coolness” of a product or a brand make a difference.
Where do you order from? How do you inform yourself about trends?
Our research process always starts on the street, many travels we do every year throughout the world’s fashion capitals, trade shows, and locations that are more inspiring for us. We also visit many showrooms, get in touch with PR offices and, always more important, websites and social networks that show us long-, medium- or short-term trends.
How important is the communication with regular customers? How do you communicate with them?
It is everything for a store like ours. Thanks to a digital space establishing contacts with our community is vital. Susi Store is over 50-year-old and we have constantly evolved by employing the newest technology and tools. Today digital communication and especially social networks play a key role in our store and the international community.
How do the collections you offer for next f/w look like? And what are the most important trends, in general?
“Street luxury” will rule for next f/w. This trend is still leading worldwide and will influence many designers and creative directors’ choices and, as a consequence, also buyers’ decisions.
Did you add any new labels to your assortment?
Among our new entries there are Palm Angels, more than simply a novelty, but a brand with two souls – a Parisian soul and a Los Angeles one live both in this same brand). Also new for us are Nom Hu Nit and Represent Clothing. All three brands are confirming that luxury street is leading the market.
How does your store differ from other stores?
We don’t know how our competitors are working, though even if we knew it we would not like to make comparisons. Our strategy is to focus on an unstoppable research work carried ahead by the valid collaborators and professionals we select. Thanks to them we learn always a different vision of the most modern aesthetics and about the newest evolutions before they become mainstream trends.
What do you like about your customers?
We like their needs, above all. Counting on a clientele caring for the hottest trends makes our job always more complicated because we cannot do even a single mistake. Though, at the same time, our work becomes more stimulating because it obliges us bettering day by day and never take anything for granted. And the way how they appreciate us when they visit our brick-and-mortar store and our website after all these years, is for us the greatest pride.
How important is the interior, the atmosphere and the whole package?
We think they are fundamental. Either happening in a physical or digital store, the purchasing moment has to be an absolutely pleasant experience that can help the customer feel a great sense of wellness. This is our aim. For this, we think that storytelling is as important as the story itself.
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