For our last cultural mission, we were sent to find four different stores. These stores were not on the main streets and instead were down the side streets in little holes. The first store Angela Caputi Giuggiu had hand made jewelry from Florence. The store also had handbags and hats all made of natural materials. The jewelry was big and chunky with bright colors.
The second store was Venini; here we found hand made glass furnishings that were all made in Veroni. Even with the stores long history and tradition, the pieces were all very unique and modern. The colors were bright and shined with the artistic and innovative designs. The third store was the Lisa Corti textile store. The store had fabrics that were hand crafted in India and then designed and turned into clothing, bedding, bags, and accessories in Italy. In the back of the store there was a design studio and sewing machines. The store was very bright with all of the different patterns and the hand-painted floors were just as unique as the merchandise.
The last store was Bellora, a bed and bath store. The color theme was pastels and the key furniture pieces were painted white. All of the products are made from an Italian company, however the classic pieces are produced in Turkey. The main material being used throughout the store was wood and cotton.
As a group we discussed why we would be sent to these very different stores. We saw a couple major themes as we moved from each store. The colors were captivating and the quality was always top notch. The atmosphere of each store was fun and inviting while also having a homey feel. Although not all of the products were made in Italy, the stores still had the complete pride in their handcrafted pieces that Italian merchants have always had. As we enter the industry, these stores reminded us of the two main factors that impact the fashion industry. Quality and uniqueness are what helps products stand out against the standard designer labels. As we have learned in classes, this industry is very competitive. These stores all have specialized products and in order to be as successful they have to be different in the experience that they give their customer along with the product. This allows the stores to be distinct in their categories within the industry. From this we can take the same mentality and make ourselves stand out against our competition as we grow in our chosen fields.
If any of these stores were to come to the United States, they would be successful. They offer the customer quality and style that Americans are looking for. As some of these stores are small, they would present their customers exclusivity within the American market. We are glad we got to see these four hole in the wall stores and grow from the experience.
