SUMMER 2016
It’s always the same: if business competitiveness doesn’t grow then investments don’t grow and consequently consumption doesn’t grow.
The luxury market, which would be more correct to define market of excellence, has a fundamental role in this process, since it is a market that suffers less than others.
As everyone knows, the three winning competitive factors are: production efficiency (through cost containment), systemic innovation (products as well as processes) and the international expansion of supply and distribution networks.
According to J.D. Blackburn, it is fundamentally important to know how to quickly judge what you are selling and get it to your stores before your competitors. This is Time-based Competition.
Equally important, considering the growing complexity and heterogeneity of the demand, is knowing how to “micronize” the market, that is reduce it to very minute sub-components to then recompose it according to a particular type of offer in order to be a winner in the challenge of multi-channels, that is the ability of a brand to harmoniously design, develop and manage the emotional experiences of its clients.
As always, a specific culture and great expertise is needed to handle these processes successfully.
But Italians are smart and they will know how to do it.
ENRICO COGNO