fashion
fairs at a national level – for sure – but also internationally». And from the marketing standpoint? What innovating element are you proposing? «Marketing and communication are very tied to each other that it is very difficult to think of the two as separate channels. There must be consistency between the two fields. I try to increase the substance of all the communication materials, even the chromatic, graphic and content aesthetics. Speaking of innovation, we have just created a partnership with Bradipo, a travel design agency». Travel design? «Yes, they create customized travels. And since we, in Museum, are extremely oriented towards travel, a theme very much in line with our philosophy, we have created a nice operation: three options of trips, and for each one we associate a specific clothing item, one for men and one for women». So, a lot of dynamism is perceived outside the firm but internally, how this innovative communication strategy impacts on Human Resources managing and internal communication? «From this point of view, we consider ourselves as a lean organization with all the advantages of a quick internal communication deriving from this asset. Another favourable element is our strong presence on the territory which represents an excellent cultural milieu for such entrepreneurial activities». Any projects for the future? «From the communication point of view,
EM/
30
I would like to concentrate also on static images, on photographic art. This is a field that allows many experiments and remains open to as many possibilities». And here the loop is closed. In practice, the future has already arrived (to paraphrase a bit “Time’s up”) since experiments on photographs have already been made with the ORCode. Researches and innovations have produced excellent and tangible results in their violability: the unquestionable appreciation of the market and the 15,5 million euro of sales in 2007 with an increase of 10.7% with respect to the past. The theory of innovation that has not to invade only the product but also the service and communication is confirmed. But what pays back is the trust in the consumer seen as the active subject, as the one able to understand high messages and to connect theories with the promoting business firm and to transfer intangible asset of the brand and in its CSR in the product itself as in the case of the capospalla (shoulder cover). It’s a risk, it’s true, but it offers enormous potentials with
the power of modifying the business trend. Because we are the makers of our destiny. //