With a pragmatic and against the tide vision and without being too seduced by the futuristic hypotheses of virtual stores entrusted to digital and distance, Beppe Angiolini, ambassador of beauty through his flagship store in Arezzo, takes stock of the fashion system today and tomorrow. Without forgetting the past. An authoritative point of view, in his role as Communication Director of the Italian Chamber of Buyers. 

According to today’s opinions, on media, on webinars, the “fashion shop”, as we know it today, tomorrow will not work anymore. What do you think about this?
If the fashion shop will not work anymore it will certainly not be due to the introduction of multimedia systems and devices inside it. If this won’t work it will be due to the economical crisis that will not allow it and because anyone working for the shop itself, as sales assistant and/or buyer will not be able to interpret the emotional change that this moment has brought mainly to the final consumer’s choices.

Fast-fashion. Slow-fashion. Luxury-fashion. Monobrand. Multi-brand. Concept-store... What evolution can we imagine for these formats?
The only evolution that we can imagine for all these formats will definitely be to go back to normality that is, to the two historical seasons Winter and Summer, with all their facets. Bringing the consumer back to perceive his purchase in terms of the product with all its characteristics, giving it its right value.

There is much talk about shops with different functions: both physical and virtual ones, a technological mix that will allow keeping distances and increase services and experiences. Is this the road of tomorrow or the future? And which and how are shop owners getting ready?
I think and hope that keeping distances will not be necessary in some time. On the other hand, I think the service offered both in the physical and the virtual shop must become exemplary, becoming the feature that determines the choice and place of purchase for the final client.

Will this bring an increase or a reduction of costs and prices to clients? Are there any already successful examples we can mention?
Prices and costs in the fashion field have already increased over the past years and definitely not for production reasons.  But rather for reasons connected to marketing tools, and social networks that have stolen the scene to the product. So much that the purchase depends on these activities and not on the intrinsic characteristics of the product itself.

 It is not possible that, once the cure or vaccine for the coronavirus is available, we go back to warm and human seller-client normal relations?
Of course once this period is over we will go back to the seller and client relation. Italians have it in their DNA: sentimental and emotional.

How much do e-commerce, outlets, family friends, increasingly significant and advanced price reductions influence normal fashion sales?
If we want to support the fashion field now, there must be no reductions. The summer season has “appeared” on the market only on 18th May, with the reopening of shops.

Do you agree with the most important fashion houses to  “slow down “ the systems and present fashion in different times and maybe according to individual choices?
The Fashion Houses must give back to Fashion its nature, the uniqueness of the Made in Italy, of Fashion: what our country has always been well known for and in which it always identified itself.

Do Fairs still work? Or should they also evolve towards new formats?  And what about the show-rooms as we know them today?
The Show Room system and Fashion Shows are necessary as the fashion product is something alive, that contains history, research, passion. To touch a material for example, such as silk, isn’t like seeing it virtually. To see a dress worn in movement is not the same as seeing it photographed. The famous expression saying “it doesn’t give the idea as in real life”. For me touching is enough to have a “sensation” purchase (the one that virtual doesn’t afford) so right now I find it difficult to buy only in virtual Showrooms even if they are all well organized.