Borsalino: Reshaping "Modernity" With Shop Design

Since the founding of Giuseppe Borsalino in 1857, the Italy hat brand Borsalino has a history of 159 years.

Its raw material is rabbit hair, and the production cycle of a hat takes 7 weeks, through 52 processes and 65 hands.

The most classic hat type is Fedora (made of felt and a wide eaves hat with a concave top), with an average selling price of more than 300 euros.

Just this spring, Edouard Burrus, vice president of Haeres Equita, told the media: "at present, we can produce 150 thousand hats a year, but the total demand has reached 22 million."

He expects Borsalino sales to reach 17 million euros in 2016, up from 15 million 500 thousand euros in 2015.

At present, Borsalino's sales network covers 52 countries (including China).

In addition to Europe, Japan and other traditional markets, they are also planning to expand new international markets such as the US, and predict that sales in the North American market will grow from 1 million euros in 2015 to 200 - 300 million euros.

"Have you heard of the Borsalino test?"

"What test?"

"Bolsar" cap test is used to prove that the hat is the real bolsar or the inferior counterfeit.

Roll the hat into a tube and roll it into a very tight tube through the wedding ring.

After crossing, if there is no wrinkle that can not be eliminated, it will rebound to the original shape without damage. That is the real bolsar cap.

This is a description of Gregory David Roberts, an Australian writer, in the autobiographical novel Shantaram.

Although the protagonist of the book is not necessarily all credible about exploring new life in Mumbai with escapees from all over the world, the introduction to Borsalino is 100% true.

Since the founding of Giuseppe Borsalino in 1857, this Italy

Borsalino has 159 years of history.

Its raw material is rabbit hair, and the production cycle of a hat takes 7 weeks, through 52 processes and 65 hands.

The most classic hat type is Fedora (made of felt and a wide eaves hat with a concave top), with an average selling price of more than 300 euros.

In the heyday, "Milan and Marseilles have a vision of gangsters, which have been regarded as the most savour of characterization for generations." the name of Borsalino even became synonymous with gangsters. In the 30 years of the age of Japan, all the modern boys on the streets of Tokyo in Tokyo were wearing big backs, wearing Borsalino, wearing sailors pants, wearing rounded round glasses, and hanging a Western walking stick on their arms.

The movie "Casablanca", the protagonist Humphrey Bogart and Ingrid Bergman, is also wearing Borslino.

According to the words of "tasting", in that era, "taste becomes personal style rather than personal style into taste."

But by 2013, market demand seemed to be insufficient to support the expensive prices, luxury handicrafts and legendary history of these hats.

According to Reuters, Borsalino lost 2200 euros in the year, and revenue fell 11% to 13 million 600 thousand euros.

In March 2015, Borsalino applied.

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But in May of last year, Haeres Equita, an equally registered investment fund in Italy, bought Borsalino and paid 2000 euros of debt for it.

According to media reports, CEO Marco Moccia has adjusted the product mix in the past two years, retaining the classic design style, adding luxury elements, expanding the focus to the field of women's products, and launching a marketing campaign called "cashwool beanie" to locate the target audience as young people.

During that time, the sales of female products increased from 5% to 35%, while male products still accounted for 65% of total sales.

In order to make the brand image more modern, Borsalino shut down 8 shops without strategic significance or poor performance, and also found the architectural design office with headquarters in Italy.

Renovated its flagship store in Milan.

Newtone creative director Marco Michele Rossi named the new space "soft box" (The soft box).

The whole inspiration came from his experience of visiting the Borsalino factory: "I walked from the first room to the last room, from the white snowflake soft fur and steam to the workers who lowered their heads to finish the hat, and felt as if they were in the laboratory of an alchemist.

But the most profound memory is a room full of new hats, which are filled with hats of all shapes, sizes and colors, and their brim rises and falls, with slight moisture.

The new flagship store has been pformed into a small compartment surrounded by grey wavy walls.

No furniture, lights and gray walls are the only decoration, instead, the hat that is hung on the wall becomes the leading character.

Grey ripples are made from brushwood grey to the wall. It is the most prominent graphic language in the whole space. It looks like the endless, continuous stretching of the brim. It shows the characteristics of the Borsalino hat in an abstract way.

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