This Tuesday, Rimini a famous beach resort in Italy will be packed with high-profile celebrities and top fashion industry leaders as Calzedonia holds its first fashion show extravaganza. The show entitled “Forever Together” will take on a format very similar to that of the annual Victoria’s Secret fashion show and will broadcast on Italian television.
For those unfamiliar with, Calzedonia is considered Italy’s beachwear and hosiery giants. It was founded in 1986 in Vallese di Oppeano (close to Verona) with the aim to create a new way of selling hosiery and beach wear for women, men and children, through a franchising sales network. Fast forward a little more than 20years and the Calzedonia network has more than 1470 shops throughout the world, including countries like; Austria, Cyprus, Croatia, Czech Republic, Greece, Hungary, Mexico, Poland, Portugal, Russia, Serbia, Slovenia, Spain, Turkey, France, Macedonia, Montenegro, UK, Slovak Republic, Romania, Germany, Belgium and of course Italy. Everywhere except North America, how disappointing.
Calzedonia’s success has been due in part to their huge range of products, their particular attention paid to fashion and their unbeatable quality-price ratio. This demands meticulous research on style and design, state-of-the art materials and fabrics and collections that anticipate upcoming taste and trends. The super advanced franchising concept was introduced back in 1987 by CEO Sandro Veronesi, and focuses on taking extreme care with the images of these stores as well as strategic positioning in core zones of the most important cities. The Group has since extended to include lingerie with Tezenis and Intimissimi and distinguishes itself through advertising, with major media campaigns that include; TV, bill posting and printed paper, and selections of the best photographers and top models.
I’ve become quite a bit of fan of all three stores even though I was only recently introduced to them. It really is a shame they don’t have stores in North America, I think they would do very well over here. They’re a great mix of feminine, sexy and elegant, while also knowing how to capture masculinity in their mens lines and innocent playfulness in their children’s collection. These are stores I’d definitely check out the next time I’m overseas.