Espressioni di Moda: from Hooli to Marilyn
Aiming for new successes with Hooli eyewear, for which a production and distribution license agreement has just been signed, is one of the short-term objectives of Espressioni di Moda, the Florence-based company owned by Sauro Settimelli.
Talking about the expectations for the new brand, which could be as successful with young people as it is in the apparel sector, Settimelli said: “The success of the eyewear will certainly depend on heightened brand growth. Young consumers appreciate a recognizable brand that is not necessarily part of the luxury world and this is why we believe that Hooli has what it takes”.
Espressioni di Moda also holds licenses for other prestigious brands that have contributed to the growth of the company in Cadenzano, which was set up in 1990 and continues to expand. “Since 2007 we have been the distributors for the Hello Kitty brand: we had a lot of faith in it, but oddly-enough many opticians didn’t know it at the beginning. Subsequently, there was an upturn in its appeal and in demand. Unfortunately, there has been an overlapping of licenses and, in all sincerity, we are not interested in investing in something that is not clear or possibly not even serious. However, to date our outlets have been satisfied since Hello Kitty has certainly brought them some new customers. As to Playboy, we are currently planning a positioning strategy for Europe”.
A routine question: what do you think about the past year’s difficult global economy? Has Espressioni di Moda been affected by the crisis? Are there any signs of recovery? In your opinion, what is the best way of handling and overcoming this moment?
“We have certainly felt the crisis and it has led to a further change on the distribution scene. However, in my opinion correct actions are always linked to the needs of the final consumer, given that, even in the optics sector, distribution is being narrowed down considerably”.
What are your company’s reference markets? Do you think it is a good time to open up new markets even if they are less “mature”? Could this be a step in the right direction for coping with the difficult economy?
“I see a decline in the eyewear industry after many years, at least that’s my opinion. So the market needs products either for a large public at reasonable prices or luxury products. Having said that, we can assess new markets and what we can offer”.
When asked about Espressioni di Moda’s programmes and, especially, if ‘you will take part in the March 2010 edition of Mido’, an important appointment that’s fast approaching, Settimelli asserted that: “We will be at the next Mido” but at the same time he underscored: “I’ve heard this question a lot in recent months and this is fairly emblematic of the current moment”. He concluded: “In addition to presenting Hooli, our objectives for the exhibition will be the repositioning of Playboy and the launch of the Marilyn Monroe Fifties collection. These projects will be given priority before we launch others”.
