Retailer of the Week
10 Apr. 2013
Davide Vedovato, Owner of store Macelleria in Mestre, Italy"Stirring our clients emotions by offering them adequate price points and new style content is our strategy," comments Davide Vedovato, owner of historical upmarket sportswear store Macelleria, in Mestre, as well as seven additional sportswear stores, among which the two newly opened boutiques: Indigoblue, inaugurated a few weeks ago, and Kultus, inaugurated approximately one year ago. "A feel-at-home atmosphere and products characterized by a maniac-like attention for detail can help even more in gaining customers today." Davide Vedovato runs eight family-owned stores: Macelleria (founded in 1977), Ottomarzo, Indigoblue, Frisbee, I.N.O.X., 100% Fat Free, Kultus, V&V. Here, he discusses buying habits, how he keeps up with news and the store Macalleria in Mestre. Interview by Maria Cristina Pavarini
What are the current bestsellers and why?
Among my bestsellers right now are the military-inspired trousers S.Francisco. They are successful because they have a balanced price to quality ratio that truly excites our customers. Also successful are the waxed workwear jackets made with waxed cotton. In addition to their adequate price, people appreciate them for their image and style, which is new and missing from our wardrobes. We have noticed a return to selling premium denim. In our case Edwin and Care Label represent a significant alternative to cotton chinos, which are presently saturating the market.
Do people buy according to their favourite brand, style, or impulse?
Mostly by impulse since the only reason still pushing the client into spending today is the emotion we can manage to communicate to him or her. Then, obviously, care for details, fit, adequate price and sometime even packaging can help selling.
"My stores differentiate themselves through their maniac-like care" says Vedovato.
Where do you order from? How do you inform yourself about trends? How important is the communication with regular customers? How do you communicate with them?
Trend research happens at many levels: in addition to traditional trade shows, trade magazines and web magazines, we travel a lot and try to grab, wherever we are, the most interesting and widespread young people's new trends. Communication with our clients happens in the most classic ways: being strongly present in our different stores we listen to their advice and try to answer their needs daily. We also talk to the numerous showrooms we have been respectfully working with for a long time. We also often accept advice we are offered, though this is filtered and related according to our local specific needs. This is especially important, since we consider our clientele as a clearly defined market niche.
What do the collections you are offering for next fall/winter look like?
US inspired outdoor has guided many of our choices for next f/w, as has a return to colour and micro designs, which guided us in the recently closed sales campaign.
What are the most important trends, in general?
Undoubtedly military, workwear and UK and US outdoor. A good mix of these trends, together with omnipresent top quality denims, characterise our store's offer.
Did you add any new labels to your assortment?
Patagonia for ultralight down jackets, Herschel for iconic backpacks and Diemme's lightweight walking boots.
How does your store differ from other stores?
My stores differentiate themselves through their maniac-like care of indoor and outdoor presentation of merchandise, keen product research, and also how we take care of our commercial products. A warm environment and professional personnel bring a noteworthy added plus to our stores.
Vedovato's stores are making customers "feel at home".
What do you like about your customers?
The fact that they always keep updated on new trends and brands offered in the market and - at the same time - they ask to be advised by us, considering us as a reference point constantly for the over last 35 years.
How important is the interior, the atmosphere and the whole package?
I think they are our strength and key point: throughout the years we always tried to evolve and communicate to our clients a sense of belonging to our own world by always making them feel at home.
Via Piazzetta Da Re 13
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