It’s The Product …. Put Simply

Sorry I haven’t written but I’ve been traveling for business…mainly in Italy. I have lived through many turbulent times running this store. I think my generation has been burdened with the same curse as my grandfather’s, where we have to navigate wars, recession/depressions, and discounting at all levels of retail. But this trip really illustrated how frazzled the world is from dodging and maneuvering to meet all the challenges that have been thrown at business over the last decade. Retail vendors are at their wits end trying to figure out, yet again, how to innovate and keep ahead of all the economic changes happening daily. Forget the frustration with paralyzed governments…we’re just stuck with the results of their non action. In Europe many businesses took advantage of the Asian market which has helped their bottom line for many years now….well that is not a given any more….you can feel the wheels slowing WAY down to a pace of business that mirrors the 70’s more than 2012.

Well I say it’s about time. I think this is what we need to do. We need to step back and redirect the consumer to the product and not just pushing them to shop , for the sake of purchasing (at a discount). We have been spinning for so long, at such a fast pace, that we haven’t educated the consumer about anything except how to get it for less. Somehow this just doesn’t seem right now. Oh I know, I’m just one person talking but I really felt the “tipping point” away from this discount behavior in Europe. I’m sure the change will take years to really feel the full force, and discounting isn’t going away…but purchasing is going to become “thoughtful” again, and my prediction is that “honest to goodness quality” is going to be the new focus. Well let’s hope or true quality will slowly fade out of existence.

One of my visits this trip was to the Belvest Factory. Belvest is one of our outstanding menswear tailored clothing vendors, their factory is just outside of Venice. It’s very reassuring to me that clothing is still made this way. One by one, section by section, each jacket is worked with skill and care. As a result we fit these jackets everyday and they mold to each customer because the jacket is made in a three dimensional way…one by one (not 20 or 100 at a time).

Each Jacket is Worked on One By One

Educating this process to consumers is our life long project. It would be great if the media would spend more time honoring these kind of efforts instead of training consumers to look for cheap goods. When the next generation is ready to learn about how important it is for a garment to be made well, hopefully we will be there to educate them. Plus we can show how ecological, as well as cost effective, to buy  a garment that will last  more than a year and will reward you by feeling like it was made for your body…which it was.

End Result

Here’s what I’m afraid of…. as a result of the economic roller coaster that we (society) will rush to eliminate the more expensive way of doing things, we will convince ourselves that cheap is more important than longevity, and we will forget that the product is KING not the price of it. For now we are lucky that we can still enjoy  jackets made by hand and we have the customers to prove it…