The ‘spontaneous’ Gentleman of Boggi Milano
Boggi Milano https://www.boggi.com, gentleman’s style brand of men’s fashion with a contemporary taste, attentive to the use of high quality materials, to the commitment to offer a unique in-store experience with an excellent quality ratio-price, renews its communication strategy and products offer.
The excellence of italian menswear is always in the foreground, ready to satisfy all occasions of use of the man of style, from formal and work occasions, to formal and casual insides, complemented by a constantly expanding range of accessories .
Giuseppe Galasso, chief merchandising officer of Boggi Milano, after ten years of experience abroad, returns to lead the positioning of the Italian ‘smart casual’ style of the brand, emphasizing elegance in a more relaxed, versatile and contemporary way.
BOGGI MILANO collezione Autunno/Inverno 2018-2019
Q: What are the ‘five’ marches (product strategies) that you are engaging to bring Boggi Milano to the fast lane?
R: “First, we are strengthening and increasing the base of products and continuous garments, to give a solidity of supply around our DNA of ‘Gentleman italian style'” – explains Galasso.
“Secondly, we will embellish the best sellers with trendy pieces in every season. For the next Spring/Summer we focus on variations in linen, bouclé and pique; giving space to denim and tech tailoring, to floral prints recalled also on special accessories “.
“Third step, we will pay particular attention to the accessories, expanding the continuative base line and offering a total look at 360°. From shoes to bags, leather goods, clothes and outerwear complements, as well as trolley bags for travel, in great increasingly demand”.
“Fourth action, will give emphasis to the luxury capsule, the Orange line, which has the core business in clothes and jackets, in cashmere and silk yarns, in formal coats and military jackets. The ‘tailor-made’ service, given at a highly competitive price, will be directly available in 26 of the most important sales points and with special trunk shows made by master tailors in other commercial spaces “.
“Fifth but not least, we are abandoning the idea of two seasonal deliveries a year; the forecast is to arrive at eight inputs on the market that correspond to the real needs of the period and can also add charm proposals to the color palette “.
With a growing expansion in Europe, Middle East and Asia, Boggi Milano today has over 160 stores in more than 33 countries, where it spreads the rich Italian heritage, while taking into consideration the peculiarities of local markets, and places its customers in front of an excellent service recognized both in the in-store experience and in choosing the desired products through digital devices.
BOGGI MILANO collezione Primavera/Estate 2019
BOGGI MILANO collezione Primavera/Estate 2019
Q: The communication of the Boggi Milano image, therefore, naturally goes hand in hand with the strategies implemented …
R: “The next Spring-Summer Advertising Campaign 2019 #BoggiGentlemanStyle will put the accent on a spontaneous, confidential Gentleman, looking forward to the functionality of wearing comfortable all day long. – continues Giuseppe Galasso.
“The shots, made by photographer Stefano Galuzzi, portray the real life scenes in the neighborhoods and architecture of the city of Milan; a personal story of unforgettable moments while living the metropolis at 360 degrees. The wardrobe changes according to the circumstances, climate, interaction and state of mind, in a ‘smart casual’ attitude.
<Barbara Tassara>