Marina Rinaldi "Big Code" And Luxury Goods "Together"

In the Marina Rinaldi flagship store in London, the polished gold pole is thicker and thicker than the ordinary pole.

There are not many clothes hanging out, because they are large size clothes, and the clothes are far apart and hung up quite high.

The dressing room is decorated by bedroom, equipped with wall mirrors, bronze Verona fireplace, velvet chair, and a small cushion for trial on the spot.

London London Mayfair district has a row of light gray Georgia style townhouses.

On the wide stone steps before the villa, passing the doorman and stepping on the soft Chinoiserie carpet, you came to Marina Rinaldi's flagship store in London.

Marina Rinaldi hopes that customers can feel the comfort of coming home after a long journey: relaxed, friendly and comfortable.

It's easy to relax because there is no need to run for elegant and luxurious clothes at any time. Kindness is because the shop assistants treat their guests as family members, invite them to share free afternoon tea, and receive an average of 2 to 3 hours to receive each customer.

Most of the big yards in high street shops are hidden in obscure corners, with narrow space and seemingly dispensable.

In luxury stores, the big yards are nowhere to be found.

However, in the past thirty years, Italy brand Marina Rinaldi has rewritten the rules of the game in the field of big luxury fashion.

In 2013, the company's turnover amounted to 165 million euros (US $182 million) (RMB 1 billion 100 million yuan).

Marina Rinaldi is the brand of Max Mara Fashion Group, founded in 1980, named after its founder's great grandmother.

Marina Rinaldi has more than 200 sales outlets, located in the designer District of Beverly villa and Doha. Its annual sales volume is close to 2 million.

The company also has business contacts with 700 wholesalers, including Bloomingdale 's and Saks Fifth Avenue.

Marina Rinaldi's advertising blockbuster is from Arthur Elgort, Peter Lindbergh and Patrick Demarchelier handheld mirror. Its flagship store employees have been trained in Savile Row, but these luxury brands are very common in the big yards market.

Marina Rinaldi general manager Lynne Webber said: "we build exclusive luxury stores for women with plenty of stature and find a long evening dress with full accessories. This is what they desperately need."

Marina Rinaldi, the flagship store manager of London Diletta Bettarini, has a dark hair and dark red lips.

When she spoke, she was so passionate that she had a Florence accent from time to time.

When it comes to the fact that other fashion brands do not sell large size women's clothing as well as their homes, she says, "this is not based on cost considerations, but on brand image.

Other brands are designed for beautiful people only, so their normal size is 4 to 6.

So how does Marina Rinaldi focus on women's clothing that is regarded as "abnormal" by other brands, and successfully produce and sell luxury goods?

The first step is the product.

Unlike most brands that make large size women's clothing, Marina Rinaldi does not make simple mass production for ordinary size women's dress design. Its clothing design team and style production department each has 40 employees, making the large size female dress with the British 16 size design standard.

Webber said: "the whole fashion industry needs to pay attention to this technology again."

Of course, shopping environment is also important.

Generally speaking, just a few minutes later, you can feel that all the design of Marina Rinaldi flagship store is to bring the best shopping experience to customers.

The white walls on the two floor do not make any decoration, making the room more spacious, and make the aluminum button ceiling hanging with crystal lamp taller.

"Our employees must be patient," Webber said.

We know how to make our customers feel confident because our customers usually lack confidence in their image. "

Last July,

Moving the flagship store from Bond Street to this old house, the intention is to create a private atmosphere to make customers feel at home.

"Our customers usually take a long time to decide which item to buy, and they need encouragement and guidance."

In describing the characteristics of brand design, Ms. Webber switched between the two expressions, sometimes using "conservative" and "proper" conservative words, sometimes using "sexy" and "charm".

You bet,

Whether marketing should take a high-profile or low-key line is hard to grasp.

On the one hand, plump women yearn for a clothing brand tailored for them. On the other hand, as Webber says, women do not want to always put their numbers on their lips.

In 2012, Marina Rinaldi changed its brand promotion strategy, from "big code" as a selling point to no longer explicitly referring to the code number.

No matter in the brochure or the press conference, people will not see clearly the big size costumes.

Webber explains this: "I think a discerning customer opens our website. The first impression is how attractive the women are, how good the clothes are, and not necessarily to think about their size.

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The full text of the report was published in the recently published Business of Fashion paper special edition.

The special issue revolves around the seven major problems facing today's fashion industry. We discuss the untapped business opportunities from the sustainability of the supply chain to the cost of manpower, from technology to the African market and the big size clothing market. We have opened a new forum BoF Voices on the English website, welcoming the members of the fashion community to express and exchange views on the most important fashion topics.

Italy Max Mara group's brand Marina Rinaldi is the pioneer of the perfect combination of "big code" and luxury goods.