Retailer of the Week
24 Jul. 2013
Simona Citarella, Owner, Wok Store, Milano
“Our store enjoys a strong identity because it doesn’t follow or copy other cool, similar stores around the world, but builds its own path,” explains Simona Citarella, owner of Milan based fashion store Wok Store, and consultant to the White Milano trade show. According to her, the greatest revolution in contemporary fashion is now happening in menswear: "The new man is now mixing clean coolness with clashing patterns and extreme sportswear details..." Interview: Maria Cristina Pavarini
What are the current bestsellers and why?
Our best sellers for the S/S13 season are Kenzo, because the brand is hyped, and Super sunglasses, because they offer a very good balance between price and quality.
The interior of the Wok concept store in Milan
Do people buy according to their favourite brand, style, or impulse?
All three reasons are valid... It all depends upon the person. Of course, for a shop like ours, impulsive shopping is the most common reason.
Where do you order from? How do you inform yourself about trends?
We make our orders everywhere - it can be in Paris, Milan, London, New York City, and many other places... Regarding trends, I look at everything - blogs, magazines, newspapers, but not in an obsessive way. I think what works best for me is to focus on what I really would like to wear.
How important is the communication with regular customers? How do you communicate with them?
It is so important! We do this through newsletters, in-store events and through our on-line magazine, which is available at wok-store.com
What do the collections you offer for next Fall/Winter look like?
Colourful, fresh and technical.
What are the most important trends, in general?
There is a big revolution going on in menswear... The most interesting trends are happening there. The new man is now mixing clean coolness with clashing patterns and extreme sportswear details.
Did you add any new labels to your assortment?
We added Joe Casely-Hayford and Matthew Miller.
Wok exhales a relaxed atmosphere
How does your store differ from other stores?
I think our store enjoys a strong identity and personality because it doesn’t follow or copy other cool, similar stores around the world, but builds its own path. We love what we are doing and we are doing it very spontaneously. This makes the store atmosphere relaxed and not all about crazy hyped business.
What do you like about your customers?
They are clever and trend-conscious.
How important is the interior, the atmosphere and the whole package?
Very important. Wok customers are relaxed and feel as if they are home when they are in the store. This helps a lot when communicating with them.
Viale Col di Lana, 5
Tel. +39 02 8982 9700
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