Retailer of the Week
09 Jan. 2013
Flavia Serotti, Buyer and store manager, Bazaar Wear, Bergamo, ItalyBazaar Wear are two streetwear and casualwear stores based in Brescia and Bergamo, at one hour each from Milan. Clean interior design, great price to quality ratio and fashion driven products that target young adults are this store's main selling secrets. Here, Flavia Serotti, buyer and store manager of Bazaar Wear talks about the store's concept, the bestsellers and trends. Interview by Maria Cristina Pavarini
What are the current bestsellers and why?
Right now they are Scotch & Soda, Revolution, Cheap Monday and Sessùn. Despite the market crisis these brands have become successful thanks to their competitive price-quality ratio and their well organized commercial structure that supports us retailers well.
Do people buy according to their favorite brand, style, or impulse?
The reasons why people enter our store and buy are many. Our store tries to offer alternative products and brands focusing on a very profitable price-quality balance. Through our research we try to satisfy our client's needs with top professionality and help. This is what convinces them to buy products.
In addition to the internet, a great source of information for discovering new brands is through trade shows such as Pitti Immagine, White, Bread & Butter (just to name some). Trade shows are very interesting opportunities for gathering new ideas. As already mentioned internet and social networks are key in our job since they are the primary means through which we communicate with the majority of our customers.
How do you choose the products you sell your clients?
We mostly choose what we like and what best expresses our store's own identity.
How do the collections you offer for next fall/winter look like?
For next season we expect a great return of denim. During the last three seasons ‘the trouser’ has suffered greatly. We will continue focusing on skinny and high-waisted styles for women and on an upcoming new style for men; ‘baggy’. Tops will always focus on oversize silhouettes through a wide selection of kintwear and outwear.
Street fashion from Northern Europe and the Berlin scene are strongly influencing fashion. Streetwear and preppy fashion, as well as a constant attention to detail through accessories and jewellery, are also important trends.
Did you add any new labels to your assortment?
Every season we try add some new brands. For this season we have added brands we discovered by travelling to London and The Netherlands while discovering some upcoming new labels.
How does your store differ from other stores?
Bazaar stores are different for their commercial, minimalist and welcoming atmosphere. Also their architectural structure makes them unique in this segment.
I mostly like the relationship I manage establishing with them. In fact they become more friends than customers.
Once in a while I realize that they are a diverse clientele - there are super fashion-minded girls, hipster guys, guys covered in tattoos who buy Carhartt amongst other brands. And I like all this variety a lot.
How important is the interior, the atmosphere and the whole package?
Of fundamental importance. We take the interior design of the store seriously, so all our stores contain vintage furniture. I love to seek out, renovate and reinvent old objects and furniture pieces and create new interior decor solutions for the store. Our stores minimalistic image helps us a lot, and we are constantly modifying our store design. Through this perpetual modification, we provide the perfect scenery to make the products stand out and appear very special and always unique.
Corso Martiri della Libertà, 27b
Tel +39 030 46189
Via Sant'Alessandro, 3
Tel. +39 035 243409
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