Wearing Clothes Is A Fashion Attitude.

For laymen, the body parts of the huge warehouse floor scattered over a city in Italy look nothing special.

But for Andrea Bonaveri, a family with 60 years of window dressing experience, every sculptural body part has a history.

"These window models are going to ship to Burberry, Burberry."

Pointing to a pile of white models, he said, "these legs are made for Pu Qi (Emilio Pucci). Those plum colored window models are sent to LV (Louis Vuitton), and those grey ones are sent to Hugo Boss (Hugo Boss)."

There are more orders, for example: the red copper window model for Roberto Cavalli (Roberto Cavalli), and the pparent glass fiber model made for Giorgio Armani (Giorgio Armani).

Others include cooperation with luxury leather brands such as Mathis Mara (Max Mara), Zara and Loewe.

In the business of window model making, Bonaveri has a reputation of no less than a well-known fashion designer in the fashion world.

"Bonaveri is one of the companies with brand value."

Luca Sirisa, the owner of Il Centro Pier, a high-end display and model maker in Milan, said: "they are Ferrari in window model manufacturing."

Like Ferrari, Bonaveri's window models are exclusive and sparkle.

They will tempt guests into the store.

"The primary goal of any window display is not simply to sell goods, but to declare their identity externally, and to display the essence of a store or brand through the location of merchandise, and everything that it can provide for its guests."

Karin Zach, who teaches the visual merchandising and atmosphere at the University of management, said: "if a window model exists merely to display clothing, it is only practical.

But if it attracts the attention of passers-by, or has the ability to convey information, it is the top. "

Bonaveri and Ferrari headquarters are 30 miles apart, and their window models are not cheap.

A full model of its factory sells for 1300 to 1600 euros, or about 1800 to 2200 dollars.

If it's retail, the price is even more expensive.

The price of Chinese export models in the European market is less than 100 euros.

But Bonaveri is still sure this is its price positioning.

Although the company is privately owned, they do not disclose financial data.

Company managers say the company's business has been growing steadily.

Last year, the company, which had 57 employees, completed a trade value of 13 million euros, and in 2005, the trade was only 9 million euros.

"Last year's profit increased by 15%."

Mr. Bona Verri said.

The window model industry is not concentrated, nor does the retail association record the number of models sold every year.

According to EuroShop recently released by German retail exhibition, in Germany alone, annual sales of 50000 window models are as high as 20 million euros.

There are about 12 manufacturers in Italy, and most of the models are sold between 600 euro and 800 euros.

It is the special degree of models that directly affect the price of Bonaveri window models.

The company's model materials include polystyrene, leather and wood, producing 1500 to 2000 window models every month.

"We have been studying all the time, and even studying how people's posture should be."

Mr. Bona Verri said they were concerned about fashion, design, architecture and store design trends.

Recently, the company turned to produce cloth covered factory models.

This window model is hand sewn and assembled in Italy's chin to.

"Each model has a history, a concept and an interpretation of the clothes it displays."

Mr. Bona Verri said, "it may seem easy, but it is very difficult."

10 years ago, Bonaveri bought another famous Schlappi, a window dressing model maker, who produced a new window display model of the tide.

In recent years, Schlappi's lifeless and featureless models are everywhere in the shop windows, and those colorful models sell more than Bonaveri models.

"But there is no comparison between them."

Mr. Bona Verri said, "the models produced by Schlappi will attract people's attention, but Bonaveri's models will cause people to exclaim."

When Andrea's father Romano Bonaveri founded the company 60 years ago, the small town 20 miles away from Bologna was famous for its carnival. At that time, Bonaveri was just an unknown handicraft shop.

Mr. Bona Verri, who has exquisite workmanship of floats, saw the future of the window model when he shipped his handicrafts to local stores.

In 1960s, when he started using plastic to make window models, the fashion of clothes was just beginning to emerge, and there were also high-end designers such as Giorgio Armani, Jenny Versace and Gianfranco Ferre.

"At that time, the order was so large that we couldn't afford to rush the company."

Andrea Bonaveri said.

Now he runs a company with his brother Guido. Guido is responsible for designing new models with laser scanners instead of traditional human window models.

This new technology is used at the same time as traditional carving methods.

"We use a variety of techniques to maintain freshness."

Guido Bonaveri said.

To increase production, the company built a bigger factory outside Qin to 5 years ago.

In the first year of operation, the profit of the factory increased by 32%.

The production line in the workshop is busy all the time, and there are limbs in the air.

And in one corner is the designer's window model.

Fashion shop is not the only customer of Bonaveri, and its department stores are also its major customers, including Saks, Bloomingdales and Macys, all of them are major customers from the United States.

There are also some museums, including the famous New York Metropolitan Museum.

Harold Kodak, the head of the clothing Research Institute of the museum, said in an e-mail that the Institute did not specify a window style, nor did it designate a producer.

But Bonaveri's window models were used in many recent exhibitions because "these models convey a powerful female image".

"When a manager selects a style window model from the Bonaveri catalogue, the feeling is to select the carrier that can carry all kinds of designer's work images, but on the one hand it can give clothing to life."

The expansion of the company has not changed its essence.

So far, Bonaveri is still a family business, and every board meeting is held at breakfast time, where the parents are built in the apartment on the new factory floor.

Today, Bonaveri and other European window model manufacturers have begun to open factories in China to save costs, while local manufacturers are also emerging.

About 1/4 of the 44 showcase model manufacturers attending the 2011 German retail exhibition EuroShop in Dusseldorf, Germany, came from China at the end of this month.

To meet the needs of consumers in the Asian market who can not afford Italy products, Bonaveri recently opened a branch in China with its partners.

Bona Weili says their idea is to develop the Far East into a big market.

"But now the biggest market for Bonaveri is in the US, France and Germany."

Like other objects that come into contact with fashion, the life of a window model is different.

Most models can last for 5 to 10 years.

Mr. Il, Centro's Pier, said that the window model with no head is especially popular now because "they are not obsolete".

"They do not have the characteristics of the times, so they are not old."

He said, "you can dress them up as young girls or mature young women."

Market experts believe that window model as an auxiliary means of sales will not be out of date in the near future.

"Big brands may spend money on advertising and public relations, but selling points are now becoming an important market support tool."

"It's in the market that brands are endowed with life," says Ms. Zac Qi of the University of B. B.

It is in the market that consumers decide whether to buy or not.