Style icons, personality statements or simply a woman’s best friend. When it comes to bags, Gianni Chiarini knows a thing or two, especially since leather is the family business of this Florentine entrepreneur. And this is since the early 90s, when his father, Carlo launched a new creative business venture based on one of the world’s most vital and important tanning districts and on the model of a cutting-edge sector for the period – Italian ready-to-wear fashion. A model shared by many emerging Italian and foreign concerns in fashion, guaranteeing fast turnover and dynamic, creative production solutions and logistisch.
To create classic, linear accessories that would suit the tastes of contemporary women, focusing on colours – often borrowed from makeup palettes – Gianni Chiarini, with the businessman’s acumen but the cool hunter’s soul, made use of the whole rich and useful background inherited from his father and from the business he had founded. In the late 90s, he started the brand that bears his name, his style and his creative and personal vision, a combination of art and business. The result was headquarters set up in Florence, Italy’s cradle of beauty and good taste, in the strategic production area for clothes and accessories just a short distance from the city centre. Today the company has a far-sighted strategy for penetrating the main export markets, where Made in Italy is a unique passport to success.
Combining refined items with competitive prices has been a successful choice in market terms, leading to an average annual increase of 30 % compared to previous years and achieving the owner’s target of doubling turnover within a two-year period (2010-2012).
Behind this development, mainly in terms of women’s ranges, is an international expansion directed in the main towards Europe, Japan and Russia.
Italy is thus the starting point in the course for success. The strengths of the product and collections – both easy and refined, with an almost minimalist feel – also lie with an across-the-board public: women who are aware of their social role and their desires, but who like to make grownup choices when it comes to style. This has translated into a global and capillary distribution network with over 5000 sales outlets in Italy and the rest of the world, where value for money is an essential.
Alongside multi-brand channels, the company has also started up single-brand retail projects with its first Gianni Chiarini store in via della Vigna Nuova, Florence. This is a store covering 100 sq metres, recently restored with preservation works to walls and ceilings that enhance the beauty of the 19th-century Florentine building. The value of modernity and minimalist design has been combined with the historic part of the building to transmit a sense of continuity. The whole project has been supervised, down to the smallest detail, by Gianni Chiarini himself, who wanted the elegant, soft colour palette and washed stone materials to emphasise his personal concept of contemporary style.
The second concerns the launch of new concept stores and the new Gum Gianni Chiarini Design line, the first of which was launched in April 2014.
A young fashion label, born as a result of Gianni Chiarini’s love of research and conceived to have an experimental style playing on the use of PVC and matt rubber, brought to life with a brand new saffiano print, shifted onto square travelling cases with eye-catching designs. Instead of the specialty stores for accessories and leather goods that also sell the Gianni Chiarini line, this new label will immediately have an original placement in selected multi-brand boutiques offering a wide range of clothing brands and cool, high-profile accessories. The Gum line can be found from northern to southern Italy and now it has crossed the borders into important international department Stores.
Given the success of this strategy, the aim is to make these bags fashion “icons”, must-haves, in the best multi-brand stores all over the world, raising their profile even further. And after this increased turnover, and a new Gum single-brand boutique that has opened its doors in Milan, fashion capital of the world, at Corso Garibaldi 34, the very heart of the fashionable district of Brera, Gianni Chiarini is now planning to broaden his horizons using the powerful platform of the web.
The company’s great commitment to the creation of a new site has been notable. This effort has been directed towards focus on the institutional content, highlighting the new glamorous yet clean-cut designs of the flagship line, Gianni Chiarini, using photos in line with the focus of the brand as epitome of accessible luxury and no-logo bags, where elegance comes from individual personality.
The world of the Internet, with its speed and capacity for diffusion, made even simpler by the dynamic nature of social media, is doubtless the communication most in line with the brand philosophy, which is both market- and innovation-orientated. And this is why the company is already talking about e-commerce that, according to company forecasts, will see a space for virtual shopping in place by 2016.