cambiare modello di pensiero, dagli imprenditori ai fornitori fino ai dettaglianti. Lei parla di giovani affascinati da altri settori: è vero e sa perché? In altri settori, come quello della moda, i creativi ascoltano di più e meglio i “rumors” cittadini per carpire le tendenze della massa; gli uomini di marketing s’inventano nuovi modelli di vendita, gli imprenditori pensano in modo globale e i processi produttivi sono rapidi e di alta qualità. Insomma, i prodotti che quei settori creano sono più vicini ai tempi che viviamo; invece, nel nostro campo, c’è troppa autocelebrazione e poca autocritica. L’oro ha bisogno di una rivoluzione, che poi è anche il nome di una delle nostre linee di prodotto: “a gold revolution”.
energy into marketing-oriented, CRM (customer relationship management) and customer satisfaction processes. I believe that the meaning of "wholesaler" is no longer applicable to a group like ours. In our daily work, we steer and advise our customers and retailers towards the best investments, choosing, and sometimes anticipating trends and methods of sale. In short, we have become real "sales consultants". The "Roberto Giannotti srl" brand is engaged in the production of jewellery and today, despite the slump in consumption of jewellery, the brand collections continue to show a great sales success. What is the secret? About ten years ago I honoured a promise I made to my father, that is to bring his name into the limelight. That is why we wanted to make a House Brand project named in his memory. The ■ We asked Vincenzo Giannotti his opinion about the changes the success of Roberto Giannotti was Italian jewellery sector is going achieved with the intuition of the through and the reasons for his Angeli collection, which is now the Group’s success. hallmark of our products. Even in this new venture, we gave priority With the "Roberto Giannotti to innovation, understood as a e F.gli" the group works as model of conceiving and mara wholesaler for about keting jewellery. We rarely 4,000 retailers. These are speak about jewellery, we prefer important figures for a functo speak of projects. The Angeli tion that is reportedly encollection is a real project of comdangered. What is your opinion munication, a philosophy that starts about this? from the image to get to the product. I believe that the structural change of the Our sales success is a mix of factors, the wholesale model has certainly changed idea, communication and the very personconsiderably in recent years. These trans- ality of the product. In recent years we formations have caused, in some ways, a saw several attempts at imitation, both of remarkable decrease in sales, with objective our products and our project. Besides all difficulties for many historical sales com- associated problems, I think it is an irpanies. At the same time I believe that refutable proof that our vision is correct. only those who managed to understand In 2010 the brand was ranked 7th the transformations that were taking place among the largest investors in advertising have been able to cope with the change. in the jewellery industry. Communication Our group has long understood the change costs are often the first to be cut in we had to do - from simple merchants to tough times. The company, however, organised service structures - and that is has decided to continue to invest. Why? why we stayed on the market without Communication is an integral and vital major jolts. For years, our group has part of our business plan. Our every acbeen selling “gold and services" for cus- tivity implies the involvement of the martomers. It still amazes me to see how, keting and external relations department. today, a society like ours with a purely Even in times of crisis, as in 2009, our commercial nature spends resources and company showed more than others to be-
lieve in communication, making advertising investments grow proportionally with the increase in sales. Even 2011 saw the company invest in communication an additional 15% on the previous year. In addition, 2011 is the year of the launch of the new advertising campaign by photographer Roberta Pagano, who I believe has been able to interpret the beauty of women in a truly "angelic" way. Do you have any new plans or strategies for the last half of 2011? In the second half of 2011 we will focus on a range of business activities to support the sell out. We are and will always be partners with our distributors, which we believe, now more than ever, we should help understand what is really happening in the market. We prepared a plan of activities that, starting from a few new products, can ensure sales with high profit margins and large amounts. The Italian market is at a standstill. Consumers have financial problems, young people are fascinated by the products of other sectors, etc.. What should be done to lure consumers back into jewellery stores? We must dare. The true solution is to not stand by and watch what happens as mere spectators. The whole chain should change their way of thinking, including contractors, suppliers and retailers. You spoke of young people fascinated by other sectors. It’s true, and you know why? In other sectors, such as fashion, the creatives listen more and better to urban "rumours" to capture the trends of mass. Marketers invent new sales models, entrepreneurs think globally and production processes are rapid and high quality. In short, these industries create products that are closer to the times we live in, but, in our field, there is too much self-congratulation and little self-criticism. Gold needs a revolution, which is also the name of one of our product lines: “a gold revolution”.
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