Retailer of the Week
14 Aug. 2013
Marina Claudia Pisani, Buyer, Zori, Milan
Innovative design mixed with sexy and comfortable styles can live in the same store if the mix is alluring, based upon top quality materials and is constantly updated, with an always evolving selection of different international and Italian brands. This is the philosophy behind Milan's two Zori footwear stores which sell a wide selection of women's footwear and have been open since 2007. Sportswear International talked to Marina Claudia Pisani, buyer for the Corso Indipendenza 20 store. Interview by Maria Cristina Pavarini
What are the current bestsellers and why?
Among our bestsellers for S/S 2013 there are Castañer and United Nude. Castañer is so successful because it is the classic “Espadrille" shoe, comfortable but also perfect for city life and office work. Our customers appreciate United Nude because it is a special product, smart, innovative and forward-thinking.
The Zori store at Milan's Corso Indipendenza 20
Do people buy because of their favourite brand, style, or impulse?
Our clients mostly want to remain faithful to the brands they know already. Some, instead, are curious to see and try out some novelties, because they are willing to buy a nice different pair of shoes.
Where do you order from? How do you inform yourself about trends?
We mostly place our orders by visiting trade shows and showrooms. This is also useful for looking around, getting to know what's hot and new and looking for interesting brands.
How do you communicate with regular customers?
Regarding how we communicate with our customers, we collect our clients e-mail addresses and invite them to join our Facebook page where we always post new products that we are offering in-store. Through Facebook, we also answer our customer’s questions and organize events, which take place at the beginning of every season, in order to show them our new collections.
How do you choose the products you offer your usual clients?
We choose our products in order to satisfy all of their needs. Our aim is to always offer stylish, high-quality and out of the ordinary products. We try to satisfy the need of those looking for comfortable accessories, as well as of those who are always willing to find new cult objects to revere.
What are the most important general trends?
Trends are very different from brand to brand. We never miss bon-ton styles for most romantic women, though we also offer some very sexy models, as well as more avant-garde shoes. What our store cannot miss is high-quality materials, innovative silhouettes and out-of-the-ordinary models. In our stores we offer brands that come from all over the world and we also like to dare and offer some new styles.
Summer shop window decoration at Zori
Speaking of new brands, we are always on the look for new labels and products. Right now we have just launched footwear by the British designer Julian Hakes. His models are characterised by some peculiar futuristic silhouettes which wrap around the foot and often go against the laws of anatomy. Another new brand is Violavinca, which offers luxury smart design that is made in Tuscany.
How does your store differ from other stores?
What distinguishes us most is the quality of our products, as well as the love and passion we put into selecting what we sell. Every brand we select has its own personality and history.
What do you like about your customers?
Our clients are happy to listen to our advice. Moreover, we also like when even those who are most faithful to their favourite brands also gradually listen to us and start buying what we advise them to buy.
How important is the interior, atmosphere and whole package of the store?
The environment is very important to us, because our clients have to feel comfortable and relaxed inside an atmosphere where they can enjoy some leisurely time.
Corso Indipendenza 20
Tel. +39 02 43126838
Via Crema 8
Tel. +39 02 89072765
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