Retailer of the Week
18 Dec. 2013
Claudio Miceli, owner, Claudio Miceli, Zafferana Etnea, ItalyClaudio Miceli, expert apparel retailer and owner of his three men’s, women’s and kidswear stores in Zafferana Etnea, a town near Catania, in Sicily, believes in the importance of welcoming his clients into his stores as friends to be proud and respectful of. “Each of the relations I establish with my customer has been built day by day. They have become important to me and every time one of them enters this store it makes me proud.” He offers them stylish and smart products in a flawless atmosphere: “Everything has to be perfect - as if they have entered my home.” Interview by Maria Cristina Pavarini
What are the current bestsellers and why?
For over thirty years, our three stores have been a reference point for smart men and women who love to wear stylish and trendy clothes. Our bestsellers include both national and international brands, including Tod’s, Hogan and Fay. Fay and Moncler are actually among our bestselling outer jackets, especially now that low temperatures are hitting Sicily. Moreover, Jeckerson, Stone Island, Delan, Jacob Cohen, Dondup, La Martina and Philippe Model are meeting our customers’ requests and urban taste. For women’s outer-jackets Fay and Moncler are again selling well. Other brands that are selling well are Elisabetta Franchi, Manila Grace, Patrizia Pepe and chic accessories by Mia Bag, V73 and Fendi.
Do people buy according to their favourite brand, style, or impulse?
Our clients are mostly guided by their own quest for style, which is also our main concern when selecting the products we offer.
I love fashion and I always keep up to date by observing what people wear around me when I often travel to work – especially when visiting trade shows and events such as Pitti Uomo and Milan Fashion Week, and when visiting showrooms outside of my region. Communication is also very important for me. In fact, I often build and establish a personal and friendly relationship day by day. It is fundamental getting positive feedback, but not simply in order to always offer a better service. Moreover, we always keep our customers informed through our website and Facebook page, and also by sending them weekly newsletters and special info via SMS.
How do you choose the products you offer your clients?
I always try to find a balanced mix between evergreens and new trendy pieces. I like to discover new brands but I also always keep in mind my customers’ lifestyle and taste. Above all, I follow my instinct and the experience I have earned through the years.
What will the collections for Spring/Summer 2014 look like?
For many years we have noticed that streetwear is strongly influencing the market, though always reinterpreted through the research for new silhouettes and reinventing iconic items. For S/S 2014, in menswear, a sporty spirit meets with couture ideas. For women, a preppy style is inspiring their wardrobe according to US Ivy League styles from the 1950s playing with a “good girl” bon-ton image in pink and soft hue dresses, shirts and skirts.
Have you added any new labels to your assortment?
Bestsellers we have recently added are Brunello Cucinelli, an example of Made in Italy excellence, and more avant garde, Philippe Model for menswear, as well as glamour brands such as Mia Bag and V73.
We constantly invest in our people. We are always investing in training them after our accurate and serious personnel selection. Moreover, having competent and honest staff is very important to us so that we reach our aims. In fact our motto is “Together for the same goal”.
What do you like about your customers?
What I like best about them is the relationship I share with each of them. It is a friendship based upon mutual esteem and respect. Each of these relations has been built day by day; it has become important to me and makes me proud every time one of our customers enters this store.
How important is the interior, the atmosphere and the whole package?
Very important. Each of our stores represents us in every single corner: attention to detail, care for furniture and ambiance fragrances. Everything has to be perfect, as if I have welcomed each of my customers into the sitting room of my home.
Claudio Miceli Uomo-Accessori
Piazza Umberto 6
tel. +39 095 7093565
Claudio Miceli Donna-Accessori
Piazza Umberto 18
tel. +39 095 7082189
Claudio Miceli Kids-Accessori
Piazza Umberto 21
tel. +39 095 7082189
I-95019 Zafferana Etnea
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