D'Aniello, the family-run group of boutiques founded in the early 1900s as a tailor shop in Villaricca, Southern Italy, has just inaugurated its fifth boutique in Salerno. The aim of this new store is to draw its very demanding younger clientele with a street-chic environment and a vast selection of contemporary brands. Luigi D'Aniello, CEO, D’Aniello Group, explained how this shop and the group's multichannel approach wants to help each customer feel special–online and in-store–with catered products and modern art interiors.
What are the current bestsellers of your store and why?
Many customers arrive in our store as soon as we expose collections by Off White, Palm Angels, Vetements and Nike. They mostly buy T-shirts, sweatshirts, track pants, belts and sneakers. Our customers are mostly young people who emulate influencers and singers of the national and international scene such as Fedez, Sfera Ebbasta, A$AP Rocky and Justin Bieber.
Do people buy according to their favorite brand, style, or impulse?
Our customers are not much different from the global ones. Their purchase is guided by the need to belong to a group, mostly identified by brand and by products carrying very visible logos.
How do you inform yourself about trends?
We attend fashion weeks in NYC, London, Milan, Paris, Tokyo and Hong Kong and pay attention to people on the street and social networks. These last ones help us know the right trends to follow.
How important is the communication with regular customers? How do you communicate with them?
We don't consider consumers as the fulcrum of our gain. Customers are people and as such they love to receive attention, being listened to and recognized. It is useless focusing on self-celebrating actions only if one cannot listen, answer and solve. Our aim is to create client loyalty through online and in-store marketing activities.
What trends will characterize your offer for f/w 2020-21 and what are the season’s most important trends in general?
We will concentrate on an apparent simplicity. We are working with some brands in order to have dedicated collections. We are also working at a system through which our customers will be able to personalize their look both in-store and from home.
Have you added any new labels to your assortment?
Every season we add some new brand to widen our offer. Some of our new entries include Alessandra Rich, Balenciaga, By Far, Dries Van Noten, Francesco Russo, Gianvito Rossi, Jacquemus, Haider Ackermann, Maison Margiela, Malone Souliers, Materiel, Rejina Pyo, Sunnei, Versace and Yuzefi.
How does your store differ from other stores?
The difference is our attention to every single detail. Plus an accurate buy, impeccable displays and highly professional salespeople who perfectly reflect how much we care for our stores.
What do you like about your customers?
Customers are always more informed. They perfectly know market trends, items and their related characteristics through the Web. We appreciate their knowledge of products and their desire to always be the first ones buying what they desire without caring about price.
How important is the interior, the atmosphere and the whole package?
It's fundamental making our clientele feel at ease. We wanted to create a space that features strong contrasts made up of cold and warm elements mixing men, women and agender collections. We wanted to create a rule-breaking boutique.
This last one is your fifth store. Why did you open it? You have also involved a street artist. Why?
We opened the store in Salerno in September 2019. It represents the natural development of our company's expansion in this area. We want to act as multichannel players–offline and online–within an economically important region of Italy. The store occupies 500 sq. meters on two levels and showcases eight shop windows on Corso Vittorio Emanuele, in the very heart of the city. Its interiors were designed by the renowned Studio Baciocchi Associati together with the extraordinary participation of street artist Jorit Agoch with the aim to fully express our respect for tradition while reinterpreting the classic standards of beauty, innovation and creativity. Our aim is to create a project through which the final consumer can live a unique and irresistible experience.
Corso Vittorio Emanuele 78