I mean, there are times when you have to scratch your head and ponder on things to make sense of something and still reach no sensible answer.
Well we did a lot of head scratching ourselves over the MODA exhibition last weekend.
Antonio D'Errico had a large stand. He had a selection of his 2016 styles displayed and very few people actually visited the stand. That in itself was damned alarming as it's at such events that the majority of buying for next season takes place so it's likely not going to be a good year for Antonio over here. The problem was that the whole exhibition was poorly attended possibly with shop-keepers wary of buying much stock for next year due to poor sales this year.
What is more head scratchingly frustrating though is that the buyers who did visit the stand were drawn on by the superb styling, the imaginative colours (and collars) of the collection and the vast number of styles you can mix and match between. They admired the artisan attention to detail and the superb quality of the styles then looked at the price ticket and groaned.
This collection is more expensive than most. We make no bones about it. It encompasses the use of a lot more material in the production of the styles. For instance, the amount of material in a single coat is enough to make 3 boleros you can find in any other collection. So if, for instance, you compare the price of an outfit from any other quality couture collection you can't be comparing like for like on a cost basis.
The material is made under collaboration with a friend of Antonio who produces especially for him and uses only the finest materials. I am told that some material costs as much as £40 per metre. This is certainly not cheap Chinese imported stuff which may well prove problematic in production and even while wearing later on.
The unique styling of Antonio is paramount in his general public profile. Those shops looking to stock something quite exclusive and of the finest Italian heritage have it in this collection. The associated retail prices of a true couture collection cannot be avoided.
You cannot get a Dior gown at M & S prices, or one from Antonio D'Errico at Primark prices. Simple.
Pricing will possibly remain an issue for some shops. I accept that, however the cost between one of Antonio's styles and one from another quality company is explained by the use of more material for the coats against the boleros. Remember too that it isn't the price of any style that you splash out on. It's only the difference in the prices between any other styles of similar quality and design.
While not everyone will feel the need to splash out on expensive styles, those who do are generally far better placed to re-visit for other items. Where cost is no problem you get a very valuable clientele.
For what it's worth the two styles shown below are going out to Judith of Wanstead today for one of her customers. Price is no object and I am told the same lady customer bought styles worth £5000 yesterday.
Wouldn't we all love a customer like that?
Well done to Judith of Wanstead on her wonderful taste.
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