3 minute read
I Love My Brands
AT.P.CO, People of Shibuya
A high-quality look at a great price - the womenswear and menswear collections of AT.P.CO have enjoyed such great success for a number of reasons. People of Shibuya hails from the same stable, so to speak. It offers Italian design, Japanese materials, and a simple - yet refined - collection. Luca Orsatti, the managing director of the parent companies Golden Season Srl and Goodfellas Srl, sat down with style in progress to explain the secret of his spectacular success. Interview: Kay Alexander Plonka. Photos: AT.P.CO, People of Shibuya
Luca Orsatti believes that quick decisions, modern thinking, and decisive action are the most important virtues of an entrepreneur.
The Italian fashion industry is struggling. However, some companies - like your company - are developing excellently. Which factors are decisive?
In a world that opens up a little more every day and that is connected across all continents, it is necessary to place economic markers within a few months rather than - as in the past - within a period of several years. Quick decisions, efficiency, flexibility, and a fully digitalised management of all processes are the key factors for success. Most of the problems faced by Italian companies are caused by the inefficiency of the current system. We have created excellent efficiency in a difficult time for the market by trying to remain up-to-date. Examples include the adjustment to local laws and opportunities. Nevertheless, it is important to keep an eye on the global situation too.
How do you assess the current market situation in Italy?
I don’t believe that the situation we find ourselves in is a crisis. It is a time of slow changes that affect the entire textile industry - from the buying process to sales.
AT.P.CO (“atipico”) stands for atypical. As the name suggests, the brand offers classics and fashion at a convincing price-performance ratio. We co-operate directly with all our suppliers and manage every aspect internally. Thus, we are highly flexible and - most importantly - effective in terms of cost control. Ultimately, this approach is reflected in our pricing.
In which areas of your companies are you cur rently investing?
We have invested in all areas in order to do justice to our rapid growth. Right now, we are focusing on improved IT systems for stock and logistics management, the creation of brand identity, trade shows, digital communication, and - last but not least - product research.
What is the most important characteristic of an entrepreneur?
Primarily, an entrepreneur needs to be passionate about what he does. I love my brands and my work in general, even though it can be difficult at times. At the end of the day, I always experience a feeling of satisfaction. Unfortunately, it’s not just a matter of intuition and a willingness to take risks, but sometimes one needs to focus on constant commitment and further calculations. One needs a lot of courage at the start, but one should take the time to devise long-term strategies and develop process analyses once one has reached a certain business volume.
You produce in China, Cambodia, Myanmar, and Italy. What are the main reasons for manufacturing in Asia?
We produce our products where we are granted access to specific production lines. It’s not only a matter of cost. In some cases, it can be more expensive to manufacture in Asia than in Italy. In Asia, we have developed a global, flexible sourcing system focused primarily on flexibility, quality, sustainability, and strategic in-time deliveries.
How do you assess the long-term prospects of Italy?
Italy is a great country that experienced many golden years based only on its reputation and old structures. Following this sad awakening, I think that a new generation of emerging entrepreneurs will start rebuilding the industry with a more global mentality. In the long term, Italy will need to start monetising its advantages and knowhow. Italians are capable of working hard and, with new and more efficient systems, will be able to compete in all segments, not only the luxury one.
